No one really cares what I eat for breakfast. But I'm going to tell you. Since 2003, I have been to The Good Egg, an Arizona Eatery, about 3900 times, which translates to roughly about $50,700 spent. When you figure my meals were about $10.00 plus tip, that's not a whole lot. It's actually a little pitaful and you probably eggspected that.
Each day, like clockwork, I'd scramble for a seat and order La Casa Potencia (The Power House) which is egg whites, chicken, peppers and some other small veggies. Instead of beans and salsa as my side, I'd usually choose double sliced tomatoes or sometimes, have my meal in a low carb-tortilla wrap. They knew at most of the locations in my area that I liked the special gunslinger sauce that was hidden in the back. I take my meals cerealously.
Once, when I forgot to ask for it well-done, the server came back and said 'Manny, the cook said you always get it dry with Pam spray." That's what I called service and I exhibited what I thought they would call loyalty.
That's about to change and after more than a decade and I don't think they carrot all. The Good Egg was acquired by First Watch, a breakfast chain based in Bradenton, Florida by a nameless, faceless VC firm called Freeman Spogli & Co.
FS owns steaks in a number of well-known consumer companies, including Sur La Table, Petco Animal Supplies and the restaurant chain El Pollo Loco, according to its website.
I don't know what CEO Ken Pendery eats for breakfast every morning but I hope it's NOT La Casa Potencia (LCP) because when all The Good Eggs convert to First Watch by June, it comes off the menu. I can't even order it secretly. So, you're probably asking, Barry, waffle you looking for?
Well, I relish the fact that you've mustard the strength to ketchup to me in this rant.
Many restaurant chains have added heart-healthy items to their menus and LCP was one of those, along with the Doctor's Choice and Nurse's Bialy, the last two that the First Watch 'medical team' will be pulling the plug on and from what I've been told, it has a Do Not Resuscitate Order. And the pain is eggscruciating.
We've been told by parents, teachers and nutritionists that breakfast is the most important meal of the day. It still is but sadly, I've got to find a new place.
Any local eateries want $3600 in extra revenue a year? It's up for grabs. Or, take the 50 people I've seen regularly at Good Egg. It can be an impressive $180,000 to your bottom line. Now THAT'S eggstrordinary.
This plays to the larger issue of customer loyalty and realizing the best assets of a business come in at opening time at 6:30 and spend their money through closing. Building brand loyalty is the mantra of every company out there, or Mom and Pop concern. Most of these people recognize it. First Watch doesn't.
There's a revolution going on here. I've already seen my comrades at other eateries around town when I left the neighborhood. They are families; millennials, young and old and now, we're seeing our favorite place become toast!
Life will go on. It's unlikely 'The Barry' will ever appear on their menu but it's unlikely this Barry will ever appear in their restaurant again. I'll just have to break bread somewhere else.