Breakfast’s cachet has grown exponentially in recent years. But enticing consumers to have cocktails with the morning meal … on a weekday? That’s relatively uncharted territory for chains, even among the growing number of trend-forward breakfast and lunch-only concepts. That’s except for Snooze, an A.M. Eatery, the Denver-based chain with a full roster of morning cocktails that’s boosting check averages and fueling repeat visits. Ten percent to 12% of all diners order alcohol, and a quarter of the average check comes from beverage, Birzon says. The chain even features sparkling wine on tap for a range of twists on mimosas. “We are an experiential dining establishment,” Birzon says. “The energy, the vibrancy, the time out from everyday life: That’s what sets us apart.”
