At Famous Toastery, the Verdict is In: People Really Do Like Wine for Breakfast

Famous Toastery isn’t just changing the way we think about breakfast. After introducing curated wine pairings to complement their menu, the better-breakfast brand changed the way we indulge during breakfast, too.

Pints of spicy Bloody Mary’s and flutes full of tart mimosas have long been the go-to pairings for hungry mid-morning crowds, but thanks to the Charlotte-based Famous Toastery, there’s a new brunch drink in town. Earlier this year, Famous Toastery Co-Founder and CEO Robert Maynard announced plans to roll out a new drink menu, starting with a pilot program test at one of the brand’s corporate-owned locations. Pairings included a Fetzer Riesling with notes of dried fruit, lavender, peach pineapple and pear with a “crisp finish” that pairs well with Famous Toastery’s tofu omelet.

Other guests might prefer a Fetzer Eagle Peak Merlot that has hints of black cherries, plums, caramel and toffee with spicy tannins to pair with the Southwestern omelet.”

Wine for breakfast might sound a little bit out of the ordinary to some, but for the innovative minds behind Famous Toastery’s evolving menu, the real question was why couldn’t they offer wine in the middle of the day? After all, for more than 10 years, Famous Toastery has never been afraid to set the bar in the better-breakfast space. So Maynard took on the responsibility of working closely with wine suppliers in California, sampling flavors alongside a sommelier to make sure even the simplest menu items were coupled with the right wine flavors.

“We took a hard look at all of Famous Toastery’s competitors, and quickly determined that nobody was offering wine pairings for breakfast and lunch. Bloody Marys, Mimosas and Bellinis are all great, but there’s a different quality that wine adds to a meal,” Maynard said. “People drink wine, and they do it every day. There was no reason they couldn’t do it for breakfast.”

Before introducing wine to Famous Toastery’s menu, alcohol sales generally varied from three percent to five or six percent, depending on the location—and for a breakfast place, Maynard says that’s a pretty significant portion of their sales. But nearly four months after launching the wine pairings pilot, Maynard reported that alcohol sales increased to an even more impressive seven percent. Now, starting in May, Famous Toastery plans to officially roll out the program nationwide.

“Our new wine pairings will play well with our clientele, which tends to be a little more upscale—this is what they like, and this is what they often ask for,” Maynard added.

Beyond providing a boost in sales for the brand, Maynard believes the new wine pairings will offer an added incentive for franchisees, too.

“As a brand, it’s your job to provide something exciting for franchises and patrons. You have to add value,” Maynard said. “If someone is going to pay you a royalty every week for the rest of their time in the system, then you better be working just as hard to provide services, so you’re giving them that competitive edge.”