Roberta’s Becomes First Non-Shitty Restaurant in U.S. to Offer Brunch 24/7

February 11, 2015 4 1101 News, Pizza, Restaurants
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Just when you think Roberta’s can’t throw you any more curveballs, they go and decide to have a 24/7 brunch menu. Because who doesn’t wish it was constantly Saturday or Sunday afternoon?  Starting this week, you’ll be able to enjoy that brunch-enabled feeling of superiority, whiling away your midday in a post-wasted, still-tipsy daze, at anytime of the day.

Roberta's: now open into the wee hours of the night for brunch

Roberta’s: now open into the wee hours of the night for brunch

It’s a niche that’s been overlooked by everyone that isn’t Denny’s or IHOP, and Roberta’s is poised to disrupt the brunch space entirely. The restaurant’s owner du jour, Alex Dough, says the inspiration (he calls it his “brunch hunch”) struck when a group of regulars “stumbled in at one in the morning–sloppy drunk–requesting, then demanding brunch. We had to kick them out, but then we thought about it and it dawned on us: ‘Hey, we can make money out of this!’”

So far, egg-topped pizzas have been the talk of the brunch menu

So far, egg-topped pizzas have been the talk of the brunch menu

Dough is convinced this move will be a boon for the restaurant’s revenue potential and has already rewritten his business plan. Since brunch offers a higher profit margin (eggs are cheaper than premium pizza toppings), the restaurant plans to “gradually phase out” the pizza aspect of their business. But it’s a small price to pay for around the clock brunch.

Written by jaytoles

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