How Another Broken Egg is preparing for scale by keeping things simple

Orlando-based Another Broken Egg is coming to the end of some supplier contracts, so over the next two years, Chief Technology Officer Chris Harrison is looking to make some changes.

At the FSTEC conference in Dallas, Harrison was shopping for new back-office tools and a new point-of-sale system. The brand is also in the process of launching its first loyalty program, and a new mobile app.

“We’ve been doing a lot of research and brought in some partners to help us analyze customer patterns,” he said. “We have a very high number of first-time guests that don’t convert to that second visit. So everything I’m doing in technology is in support of changing that dynamic and bringing guests back.”

Fundamentally, Harrison said he is looking for the technology what will help improve the customer experience, build revenue or lower costs, as the chain prepares for growth.

Another Broken Egg is a mostly franchised brand with about 110 units in 17 states, and Harrison said the brand expects to add 11 to 12 this year, with the pace stepping up a bit next year.

At this stage of the growth path, he said, “It’s about making this scalable and simple. Those are my guiding lights.”

Lisa Jennings is a veteran restaurant industry reporter and editor who covers the fast-casual sector, independent restaurants and emerging chain concepts.