Twice Baked - Bruegger’s adopts a new look and lunch menu as it evolves into a bakery cafe
Drop the word bagels from the name. Expand the menu from bagel-centric to feature freshly prepared salads and sandwiches and an upgraded soup offering.
Change the decor to a more upscale, comfortable look. What have you got? An aggressive strategy to morph a beleaguered bagel brand into a fast-casual bakery-cafe.
Will it work? James Greco says he had his answer within four months of taking the helm as CEO of Bruegger’s Enterprises Inc. last August. The company tested the reimaging package and expanded menu at five Bruegger’s.
“These units saw same-store-sales increases as high as 30 percent immediately and have sustained increases in the teens. Average checks rose to $5 from $4.60, and traffic is up. Our research also tells us customers are in favor of the changes,” recounts Greco, an attorney and former CEO of Fieldbrook Farms Inc., an ice-cream company.
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