Einstein Bros. plots expansion with 300 new units by 2030

Einstein Bros. is hoping to catch the bagel boom.

The nation’s largest bagel chain last week announced plans to open more than 300 new bakeries domestically by 2030. The Denver-based chain has a new store prototype, dubbed “Elevate the Morning,” which is designed for “freshness, speed and a warm, welcoming atmosphere,” the company said.

“We’ve spent years perfecting a highly scalable store model that delivers fresh, high-quality breakfast with the convenience today’s guests expect, and now we’re accelerating that model across the country,” said Jessica DePetro, CEO of Einstein Bros., in a statement.

Einstein Bros. is part of Panera Brands owned by Europe-based conglomerate JAB. The bagel chain’s sister brands include Panera Bread and Caribou Coffee.

Last year, Einstein Bros. had domestic sales of $667.2 million, a nearly 3% increase over the prior year, according to the Technomic Top 500 Restaurant Chains. Einstein ended the year with 720 units, a 4.5% increase. Adding another 300 units would put the chain past the 1,000-unit milestone.

The expansion plan comes amid a bagel chain frenzy.

New York-based PopUp Bagels, known for its “Grip, Rip and Dip” ritual rather than the traditional spreaded schmear, is pushing to reach 100 units open by the end of this year. Founded in 2020, the concept launched franchising in 2024 and is backed by some celebrity investors, including Hollywood producer John Davis, actor Paul Rudd and athletes J.J. Watt, Michael Phelps, and Michael Strahan.

Orlando, Florida-based Jeff’s Bagel Run, founded in 2019, is also growing at a rapid clip, with about 35 units open and more than 120 in development.

Einstein Bros. said the U.S. bagel category is growing at 5% per year, reaching $5.8 billion in annual market value. An estimated 52% of Americans eat bagels at any time of day, and 55% say bagels have won the breakfast wars outright, Einstein Bros. said, ranking them above doughnuts.

And bagels appeal to younger consumers, the chain said.

Einstein Bros.’s loyalty members under the age of 35 drove a 22% year-over-year increase in store visits.

“We are at an inflection point for both our brand and the broader bagel category. Americans have voted with their mornings, and the data is clear: Bagels are winning,” said DePetro. “That momentum gives us tremendous confidence in our ability to bring Einstein Bros. to more communities, serve more guests, and continue to define the future of the bagel category.”