Dive Brief:
- Einstein Bros. Bagels plans to open another 300 restaurants by 2030, which would propel the fast casual breakfast brand past the 1,000-store mark, according to a Thursday press release.
- Underpinning that growth strategy is a redesigned store template, called “Elevate the Morning,” that the brand said was designed to scale quickly.
- Beverage-focused brands with breakfast offerings, like Dunkin’, 7 Brew and Dutch Bros, have all seen significant unit growth in recent years. Now, Einstein Bros. says changes in consumer preferences could make it the latest breakfast and snack brand to see a surge of growth.
Dive Insight:
Einstein Bros. claimed the U.S. bagel market is growing 5% per year, citing market analysis from Grandview Research. Already, the chain is baking in excess of 150 million bagels per year.
Einstein Bros. has also seen significant interest from younger consumers, with visits by reward members under the age of 35 up 22% year over year, “signaling that a new generation is claiming their morning routine at Einstein Bros.,” according to the press release.
CEO Jessica DePetro said in the press release that bagel concepts generally were at an inflection point and that Einstein Bros. was confident in its ability to expand.
The company, which is owned by Panera Brands, cited research indicating consumers are opting for bagels with breakfast, but are also generally willing to order them during different dayparts.
The “Elevate the Morning” store template could help that expansion. Einstein Bros. “spent years perfecting a highly scalable store model that delivers fresh, high-quality breakfast,” DePetro said.
Einstein Bros. launched the new template last year and said it would add its first versions of it through remodels in the Cincinnati market.
The prototype “blends premium finishes, warm neighborhood character and thoughtful layouts that make every visit easy and enjoyable, with the fresh-baked bagel case placed front and center,” according to the press release.
2025 renderings of the new stores feature a separation between in-store ordering channels and digital pickup spots, making consumer navigation more intuitive. Such design choices are similar to priorities announced by Starbucks in its recent efforts to make its stores more experiential and warmer.
Einstein Bros. isn’t alone in planning aggressive expansion in the bagel sector. PopUp Bagels, a relatively young chain, said last year that it had built up a 300-unit, multi-year franchised development pipeline. And major chains have added bagels to their menus as well — in 2024, McDonald’s brought back its bagel sandwiches following the recommendation of a corporate task force.
