Six openings bring total to 97, with Smile Society loyalty program debut and new VP of Franchise Growth fueling expansion ahead of 100th restaurant milestone

SPARTANBURG, S.C., – (July 9, 2025) – Eggs Up Grill, a neighborhood favorite and the fastest-growing “better breakfast” restaurant franchise in the country, is building on its early 2025 momentum with a high-impact second quarter. The brand opened six new restaurants and is on pace to reach its 100th location in Q3, a milestone that reflects the growing demand for its high-quality breakfast and lunch experience in communities across the country.

New openings in Q2 include locations in Dallas, Georgia; Cedar Park, Texas; Laurens and Seneca, South Carolina; Falls River, North Carolina; and Evans, Georgia — bringing the brand’s total number of open restaurants to 97. Eggs Up Grill also signed 4 new franchise agreements representing 4 future restaurants, further accelerating growth in both existing and new markets.

Q2 marked the debut of Smile Society, Eggs Up Grill’s enhanced loyalty program designed to deliver more personalized guest engagement. Replacing the previous e-club, Smile Society offers members early access to new menu items, surprise offers throughout the year, and a complimentary sweet treat upon sign-up. Powered by Sparkfly, Attentive and Bikky, the program gives the brand new capabilities to deliver relevant, timely rewards and communications to its guests.

“With Smile Society, we’re making every visit to Eggs Up Grill feel even more rewarding,” said Chrissy McKinney, Vice President of Marketing at Eggs Up Grill. “This program gives us more ways to show appreciation to our loyal guests while creating meaningful connections that drive long-term value for our franchisees.”

The brand also welcomed Jennifer Folger as its new Vice President of Franchise Growth this quarter. With two decades of experience across major franchise systems including Tropical Smoothie Café and Arby’s, Folger brings a strategic growth mindset and a deep understanding of franchise development.

“Eggs Up Grill has so much runway for smart, sustained growth,” said Folger. “This is a brand with values, vision, and a proven model. I’m thrilled to help expand its footprint and support the passionate entrepreneurs who are bringing it to new communities.”

With more than 170 restaurants open, in development, or committed to open, Eggs Up Grill continues to attract a strong pipeline of operators drawn to its daytime-only hours, simplified operations model, and community-first culture. As the brand prepares to hit the 100-location mark in Q3, momentum continues to build across the country.

“From operations to marketing to development, this quarter reflects the strength of our system and the caliber of people behind it,” said Ricky Richardson, CEO of Eggs Up Grill. “With every new restaurant, we’re not just growing in size, we’re growing in impact. Our franchisees are delivering on the promise of real service for real people, and that’s what continues to set us apart in this space.”

Eggs Up Grill is actively seeking motivated individuals to partner with across the country. Whether you’re a seasoned entrepreneur or you’re looking to own your very first business, Eggs Up Grill could be the perfect opportunity for you. To learn more about franchising with Eggs Up Grill and the available franchise opportunities, visit: https://eggsupgrillfranchise.com/.

For more information about Eggs Up Grill, visit: https://eggsupgrill.com/.

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About Eggs Up Grill

Founded in Pawleys Island, South Carolina, Eggs Up Grill has been serving smiles for over 25 years. From the first sip of freshly brewed coffee to the last bite of a hearty breakfast or lunch, our welcoming atmosphere and attentive service make every visit feel like coming home. As “neighbors serving neighbors,” we proudly serve breakfast, brunch, and lunch daily from 6 a.m. to 2 p.m., offering a full menu throughout our hours of operation.

Eggs Up Grill’s business model is designed to create smiles not just for guests but for our Franchise Partners as well. Ranked the No. 1 breakfast franchise by Entrepreneur Magazine’s Franchise500® for four consecutive years, Eggs Up Grill is experiencing record growth and actively seeking both seasoned and first-time franchise partners. With 97 locations currently in operation and over 85 more under development or committed to open, the brand is poised for continued success.

Media Contact:

Lauren Moore, Thunderly

(817) 913-0914 | lmoore@thunderlymarketing.com

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