Owners perceived a gap in the market in between a Mom & Pop/Greasy Spoon, or a Waffle House/Denny’s lower end corporate restaurant and a more upscale/chef driven/organic breakfast restaurant that prides itself on high level ingredients, service and décor—with a price point to match. The brand is a restaurant that exceeded the lower end Diner style restaurants in terms of food quality and décor, but at an attractive price point that would allow people to visit regularly, thereby creating a positive value perception.

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