Boozy Brunch, Protein Pancakes & the Rise of Snooze Eatery

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Jimmy (1:52): Wow, Jimmy. I gotta tell you. Jimmy, I gotta tell you. Jimmy, pay attention to me.

Unknown Speaker (1:56): I'm here. I'm here. Podcast right now. Here

Jimmy (1:58): with live right now from RLC. It is so exciting to be here. This is the hospitality hangout. We are on. I think it's the tenth person we're speaking to right now, right?

Jimmy (2:09): Number one in my heart. Well, obviously that was a day. RLC It is just fantastic to be here and we're sitting here with our friend Josh Kern. Lot to talk about lots of catch up on CEO of snooze eatery now. Eaters is a long time restaurants, star Oscar winner.

Unknown Speaker (2:28): Egot EGOT, they call him. He's an EGOT? He's an EGOT.

Unknown Speaker (2:31): We gotta make up an acronym.

Unknown Speaker (2:32): You've got you have to do

Unknown Speaker (2:33): that. Yeah. We have to call him.

Unknown Speaker (2:34): That done before the end of the show.

Jimmy (2:36): Alright. We will. We will have it done, but we got a lot to get to and see what Josh is up to at Snooze Eatery. There's a lot of stuff going on over there. And just remember, Jimmy, this is not just a hospitality hangout.

Jimmy (2:48): This is the hospitality hangout presented by DailyPay. DailyPay. Yes. Presented by DailyPay. Alright.

Jimmy (2:53): Let's jump into it, Jimmy. Let's see what I got here. We're gonna get into the background. I mean, we've had Josh on before. Josh, how many times have been on the show?

Unknown Speaker (3:00): This will be the second time. Only the only second

Unknown Speaker (3:03): Are you sure?

Unknown Speaker (3:04): I'm sure. I've seen you

Unknown Speaker (3:05): guys But I feel like I smoked you so much last night. I have nothing to say

Unknown Speaker (3:08): to you. It's the it's the off it's the off cycle events that we most

Unknown Speaker (3:12): I saw you a lot.

Unknown Speaker (3:14): It's over tequila. That's mainly where we get all of

Jimmy (3:16): our Well, thank you for coming on the show. That's it, everybody. Jimmy, take us home. That's

Josh Kern (3:20): it. I will say Josh and I last night did have a very

Unknown Speaker (3:23): You got very serious.

Josh Kern (3:24): We got very good guest because we were talking about do you what's your favorite type of tequila? You know, silver or El Blanco, Reposado, ale. And then we were talking about, do you change your choice as the weather changes? Like, in the summertime, do you lean more Blanco? In the as it gets wintery in in the winter, do you lean more?

Unknown Speaker (3:42): So So we're having a very deep conversation.

Unknown Speaker (3:43): It was very

Jimmy (3:44): What'd you I'm just curious. Do you change? Do you like, ranch water for me is a summer drink, but it's always a silver tequila.

Unknown Speaker (3:50): Yes. Definitely change. Definitely. It blanco's in in the summer. You get a lot of mayo as it gets a little bit the rocks or

Unknown Speaker (3:56): you drink

Unknown Speaker (3:57): them neat?

Unknown Speaker (3:57): I like I like on the rocks. I like a big rock.

Unknown Speaker (3:59): Big rock.

Unknown Speaker (3:59): And Fortaleza is, like, my go to. That that silver is amazing. It's just incredible. And they had it. It was so hard to find.

Unknown Speaker (4:06): Yeah. But now it's it's a little bit easier to find. So we're we're

Unknown Speaker (4:09): we're That was that was a very different wine too.

Unknown Speaker (4:11): We just we just want

Unknown Speaker (4:13): a wine guy. I'm not a cork dork. So

Jimmy (4:14): let's jump into it a little bit. Okay. So Josh is it's the classic CMO to CEO story. You know, it used to be it used to be the CFO became the CEO. Actually, last guest was a CFO, became the CEO.

Jimmy (4:28): That was always always finance guy.

Josh Kern (4:29): I think traditionally, it was more CFO to CEO, but I will tell you over the last almost decade now.

Unknown Speaker (4:35): It's all about marketing.

Unknown Speaker (4:35): We're seeing we're seeing a lot of the CMOs move into that role. They're now

Unknown Speaker (4:39): they Some should operators, some some COOs have gotten in there depending on how broken a concept is. I think I see that as well.

Jimmy (4:45): Yeah. Because marketing is really today, it's it's driven by social media marketing and really keeping on the trends. And you can't you can't just relax. It's always evolving. So you are a marketing guy and you're over twenty five years in restaurants, but you did start in advertising back at J.

Jimmy (4:59): Walter Thompson. I don't even know who acquired them, but they're not still in business.

Unknown Speaker (5:03): They are. Yeah. I mean, they're old school.

Jimmy (5:05): Is it still J Walter Thompson?

Unknown Speaker (5:07): It is. It's JWT. And Omnicrom, I think.

Unknown Speaker (5:11): Both play about them. Exactly. They own everything. Yeah.

Unknown Speaker (5:13): They've got all of them, but I originally started out in Capitol Hill. That was my first job. I worked in the Senate side.

Unknown Speaker (5:17): Are you sure? Because I don't have that

Unknown Speaker (5:18): on the Senate know. But that was my first gig. That's right.

Jimmy (5:21): Well, maybe he's wrong and my notes are right, Jim. You ever think about that?

Unknown Speaker (5:24): Well, you know, all things in politics.

Jimmy (5:26): GPT. This is all done by Chad. You're what you're saying is that my Chad is wrong on John. He knows more about himself than Chad. I find it hard to believe.

Unknown Speaker (5:33): That's how it is. But it's funny. You were a VP at Quiznos.

Unknown Speaker (5:36): That's right.

Unknown Speaker (5:36): Oh, we didn't we have just

Unknown Speaker (5:37): didn't we just have Yeah.

Unknown Speaker (5:38): He was he was Neil. Neil. Neil. Neil.

Jimmy (5:40): Yeah. Quiznos. Smashburger. Yep. Right?

Jimmy (5:43): The whole smash. And of course, most recently, it was SPB, which had a whole bunch of brands. Yep. And now you're at Snooze AM Eatery. Yep.

Jimmy (5:52): Which is that founded in Denver or

Unknown Speaker (5:53): Denver. Yeah. Twenty twenty years ago on April 4.

Unknown Speaker (5:56): Yeah. Yeah. Yeah. I mean, super fun. So let's jump into it, man.

Jimmy (6:00): You're at Snooze AM. Well, talk to me.

Unknown Speaker (6:02): Yeah. Mean, was it was a really it was about a year courtship from the PE firm that that over that owns us, essentially Stripes out of New York. And I was looking for something with with one Stripes

Jimmy (6:13): owns AM?

Unknown Speaker (6:14): Yep. Yeah. They own us. Okay. A piece of it.

Unknown Speaker (6:16): So there's there's two other ones. Brentwood is another one. Do they own own Pop up and La La Land Cafe as well. Wow. They also have Viore.

Unknown Speaker (6:24): They have On Cloud, a 24 movie studios. They're very eclectic firms.

Unknown Speaker (6:30): Yeah. Stripes

Unknown Speaker (6:31): people. Do have any pretty old

Unknown Speaker (6:32): stripes people? I think I think they might you know what? They might make it.

Unknown Speaker (6:35): Yeah. They might make it.

Unknown Speaker (6:36): They might make it.

Unknown Speaker (6:36): They they are very

Unknown Speaker (6:37): It's insane. Got a chance.

Unknown Speaker (6:38): Well, got a

Unknown Speaker (6:39): Eure mean, I love the

Unknown Speaker (6:40): York stuff.

Unknown Speaker (6:41): It's amazing. Looking stuff.

Unknown Speaker (6:42): Definitely. But so they're very supportive, which is different from where I was previously, which I won't say the the firm. But

Unknown Speaker (6:47): I already mentioned the firm. It's SPP. Well, but who

Unknown Speaker (6:49): and them.

Unknown Speaker (6:50): Oh. Oh. Oh. Oh.

Unknown Speaker (6:51): The f word. Yes.

Jimmy (6:53): Oh, the f word. Oh, we can't bring any f word here. So you're brought in so when you get the call, I mean, from I don't know who who calls you and says, hey. We got this opportunity at snooze. What are you thinking?

Unknown Speaker (7:07): Well, mean, I live in Denver, so I've always been around the brand, and it's a relatively young brand. So you've

Jimmy (7:12): eaten there a million times.

Unknown Speaker (7:13): A million times.

Jimmy (7:14): You've always liked it.

Unknown Speaker (7:14): I've I've always liked it. It's a kind of relatively sexy brand.

Unknown Speaker (7:17): But you had ideas of how to fix it. Oh, totally.

Unknown Speaker (7:18): Make it better. It just it never has told its story. So it's scratch made kitchen. You know, we just there's so many things that this brand can do, and I haven't really done much in the breakfast category. So I was pretty psyched to be able to do, you know, when you when your head hits the pill at night, all sorts of ideas on what we could do to this thing.

Unknown Speaker (7:34): And wanted something to grow. I've with SPB closed so many restaurants with Logan's, with Crystal, with Yeah. That's fun. Closing stores.

Unknown Speaker (7:42): That's, like, depressing. Horrible.

Unknown Speaker (7:44): Yeah. And and and you never wanna do that. So opening restaurants

Unknown Speaker (7:47): But you're a marketing guy. You wanna build. Exactly.

Unknown Speaker (7:49): And I like I love the guests. I mean, going after consumers and Yeah. And building new things and designing new restaurants and getting new menus. And, you know, the one of my first meetings at Snooze was we had a a bacon cutting. And I at SPB, I was finding fires all the time with all the different brands and all the problems.

Unknown Speaker (8:04): We're having

Unknown Speaker (8:04): fun. Yeah. Mean, fair

Unknown Speaker (8:05): to say. Fun.

Unknown Speaker (8:06): Yeah. I feel much, much happier.

Unknown Speaker (8:08): Does he look better? He lost a few bounce too. Bounce him. Very healthy. He's working out.

Unknown Speaker (8:12): He's doing yoga, lost weight, playing golf now.

Unknown Speaker (8:14): Playing golf. Yeah.

Unknown Speaker (8:15): What are all the

Unknown Speaker (8:15): things he wants

Unknown Speaker (8:16): to do.

Unknown Speaker (8:16): And down those mountains and Yeah.

Unknown Speaker (8:17): Trying them out. Right? He's a

Unknown Speaker (8:19): yeah. I went to Manchester. I saw Manchester United play in January. Took my son out there.

Unknown Speaker (8:23): Was Are you ever working? This snooze

Unknown Speaker (8:25): out Yeah. That's all I do. I do. I mean, that's the thing. I'm a workaholic.

Unknown Speaker (8:29): I love I I do love what I'm doing. It's a it's the pace is is amazing. I did change some things at Snooze. It was it was called the mothership. There was a little bit of a cult in culture at Snooze, which I've had to adapt to.

Unknown Speaker (8:41): I need to bend, not break the culture there, but it was called the mothership. Changed it to the restaurant support center. Really, really crazy for marketing guy. Yeah. The org chart was called love chart, and that didn't, you know, didn't feel authentic to me.

Unknown Speaker (8:52): Think Right. As a marketer in my past, you've gotta be authentic to who you are. And anytime you kinda have forced fun or not being professional, there there were some things that just we needed to grow up a little bit. And so I think those are some of the changes that certainly have approached. I think that the organization has approached it, they're getting used to me.

Unknown Speaker (9:08): And, know, so far so good.

Unknown Speaker (9:10): I like it. I just want

Josh Kern (9:11): to jump in on on this because I've often joked about why the egg gets relegated to breakfast. You know, steak and eggs, the steak is clearly a breakfast, lunch, dinner. K? You you got your pork products. You got your chicken.

Josh Kern (9:25): Everyone else gets to be all part of the three b. But but the egg has always been relegated to the breakfast somewhat. And here we are. You have one of the OG of the breakfast brunch brands. Yep.

Josh Kern (9:37): And talk about how and it's cool. There's a there's a coolness factor.

Unknown Speaker (9:43): To

Josh Kern (9:43): it. Now there's been some imitators. Respect. That's all imitators. Love it.

Unknown Speaker (9:46): Imitators are heightened form of flattery. Yep. But I now at my daughter's school, they got breakfast for lunch. That's a that's a thing.

Unknown Speaker (9:52): And kids love that.

Josh Kern (9:53): And we go breakfast for dinner sometimes. We order it from a diner, and like, my daughter loves it. They're like, yes. So just think about the the expansion of maybe and how the guests, our customers, are really enjoying that type of food now throughout the day. And it's I think you guys were snus was, I think, the OG.

Unknown Speaker (10:09): Big time.

Unknown Speaker (10:09): Big time.

Unknown Speaker (10:09): Yeah. I mean, that's fair to say. And and adding that alcohol component Yes. I mean, getting that factor in there and and pairing that up a little bit more. I mean, twenty years ago, it really wasn't around.

Unknown Speaker (10:18): I mean, having that kind of capacity. And now, you know, it's everywhere, especially in airports. I mean, you see that all all the time. So but the egg is having its day. Mean, you definitely see it in, you know, kind of Asian culture.

Unknown Speaker (10:27): Pho is definitely it's out there more and more. So there's opportunities. I mean, there there's and protein, you've probably talked with all of your guests as protein is the name of the game. GLP ones is everywhere, and and the egg is something that is, you know, something that people are still eating. A lot of protein.

Unknown Speaker (10:43): I'm jamming protein in pancakes right now.

Jimmy (10:45): What are the date parts on snus? Is it just breakfast and lunch?

Unknown Speaker (10:48): I mean, yeah, breakfast and lunch. We have all the capacity we could handle on Saturday and Sunday. Right. Now I just gotta get people moving in and out a little bit faster. We've always been snoozy and really gentle about kinda moving people in and out, so I gotta get people to move faster.

Unknown Speaker (11:02): But Monday through Friday is where, you know, we can get more people in. We're getting great, fast food with catering. We're doing a lot in that space. Three PD is actually really, you know, gangbusters for us. But, yeah, we added a little bit of lunch just this past week.

Unknown Speaker (11:16): Added a burger, a salad, stuff

Jimmy (11:17): like that. Took so you're making it a little more lunchy?

Unknown Speaker (11:22): A little bit.

Jimmy (11:22): Because there's nothing wrong with having, to your point, breakfast foods for lunch, but sometimes you're like, you know

Unknown Speaker (11:27): When you're waking up at six in the morning working out and I may sleep till ten, I may eat breakfast, you may want a burger because you've already had breakfast. So at least having that veto vote is

Jimmy (11:36): the So what's the burger that you're launching?

Unknown Speaker (11:38): I mean, it's it's it's a classic smash burger.

Unknown Speaker (11:40): Right.

Unknown Speaker (11:41): I have a little bit of smash. Yeah. You know? Right.

Unknown Speaker (11:42): Exactly. Thing or two about a smash burger.

Unknown Speaker (11:44): The only thing I need to replace, though, it's on a pretzel bun in 2010 called and wants the pretzel bun back. So I need to change that that pretzel out.

Unknown Speaker (11:52): So this was there before you?

Unknown Speaker (11:53): No. I mean, it was in the works, and so I couldn't because of of supply chain, I just let it roll. I'll change it out probably in the August menu.

Jimmy (12:00): We'll get a better bun. Whole I mean, I know I like, sometimes people try and be different just to be different. I'm out of use pretzel buns.

Unknown Speaker (12:07): Me neither.

Unknown Speaker (12:07): I mean,

Unknown Speaker (12:07): I got pretzels. Yeah. I like a pretzel on. So Pretzel. Pretzel and cheese.

Unknown Speaker (12:11): Like my burger. I like my cheese on my pretzel bun. I don't wanna put the pretzel bun.

Unknown Speaker (12:13): No. No. No. I don't understand that.

Unknown Speaker (12:15): And you and you guys are New York. Mean, you got the potato bun that Shake Shack's done. You got a brioche. I mean, there's so many better buns there out

Jimmy (12:21): potato bun or brioche bun. I'd be I believe the French know something about buns.

Unknown Speaker (12:25): They do. And think of a of a BEC, you know, bacon, egg, and cheese on a brioche because I'm I'm serving that same thing on a pretzel bun, and that's not a breakfast thing, So

Jimmy (12:35): you got your lunch launching right now. Then with

Unknown Speaker (12:38): the Phase one. Phase one. You

Unknown Speaker (12:40): got to get your hands in it

Unknown Speaker (12:42): and tweak it a little bit,

Unknown Speaker (12:43): but that's okay. You'll still get a sense of I wanna screw up

Unknown Speaker (12:46): the cost. Right? Breakfast is you know, we're we're at a very nice, you know, margin on that.

Unknown Speaker (12:50): I just wanna stick here. Stay with this for a second. Where are

Unknown Speaker (12:52): we staying?

Unknown Speaker (12:52): What what time does this news close?

Unknown Speaker (12:55): About two or 03:00 depending on kinda what market you're

Unknown Speaker (12:58): in.

Unknown Speaker (12:58): And does I'm still paying rent after

Josh Kern (13:00): But does that is the sense that some of your employees probably appreciate that because this is an industry that is very taxing on the teams and you allow your team members to now have sort of a let's say, they're off when, you know, when other people tend to be off. They can be home with their families, go catch that afternoon game if their kids are playing.

Unknown Speaker (13:20): 100%.

Josh Kern (13:21): A little more normalcy. Yep. Thanks to the they start earlier. Yep. But but then they get I think and I imagine that's a recruitment tool,

Unknown Speaker (13:28): retention tool. It's huge. It's I hear that over and over again. Or if someone in the, like, back of the house or front of the house, they can have a second job, and they can have that break between two and six. You know, there's definitely those opportunities.

Unknown Speaker (13:39): So, yeah, that's a huge advantage. Definitely. And we're in some pretty good markets. I mean, we're we're primarily in the West, although we do go as far out as Charlotte. And we operate in California.

Unknown Speaker (13:48): And we're you know, as we think about growth, we're probably crazy enough to kind of think about California because I know my friends at First Watch, they're not gonna go to California. So we might just raise

Unknown Speaker (13:57): the minimum wage again or something.

Unknown Speaker (13:59): But I think it's harder to operate in Colorado right now than it is in in California.

Unknown Speaker (14:03): Believe it or not.

Unknown Speaker (14:03): You got now? 70. There's 70 stores.

Unknown Speaker (14:06): 70.

Jimmy (14:06): Yeah. So let's talk a little bit about so lunch is launching or or or not lunches. You always had lunch, but you're kind of like retooling the menu a little bit, trying to get a little more lunchy to grow a little bit of that daypart.

Unknown Speaker (14:16): Get those shoulders.

Jimmy (14:17): On weekends, you got you can't even you're at full capacity, but obviously you could always increase lunch during the week a little bit, especially for a breakfast concept. Let's talk about protein because everyone's talking about protein, right? All the kids like protein and generally, mean, my kids are getting their protein from chopped, you know, ground beef. It's just ground beef and they're just mixing it with anything, you know? You guys are launching protein pancakes.

Unknown Speaker (14:40): Yep. Yeah. Being able to just you can get any pancake. So we have, you know, pineapple upside down pancakes, now we can get a scoop of Yeah. Whey So now you're getting 30 grams of of protein.

Unknown Speaker (14:51): And I don't know. I you know, it's got a good check driver for us, so you it's gonna have a little bit. I think it's I think we set it at $2.95. Upcharge. Upcharge.

Unknown Speaker (14:59): Then so

Unknown Speaker (14:59): you get that you get

Unknown Speaker (15:00): a little bit of

Unknown Speaker (15:00): a barbell on there. And I don't know how it'll do, but but getting in the game

Jimmy (15:04): My kids are digging. Who's that? Kodiak? Kodiak? Yeah.

Unknown Speaker (15:08): Yeah. Yeah. That that box. Yeah. Yeah.

Unknown Speaker (15:10): They know.

Unknown Speaker (15:10): And Ego's got it out there.

Jimmy (15:11): They love they love it. They do it. Real maple syrup, and they they love it. So I think it'll be great.

Unknown Speaker (15:17): I I agree. And it's

Unknown Speaker (15:17): because your what's your Democrat? Like, what's the target on it?

Unknown Speaker (15:19): I mean I mean I mean, it's definitely that that kinda 20. I mean, that it's the it's the younger side of a millennial Yeah. Is really the sweet spot that they have, you know, kinda younger kids. I mean, we're we're in Boulder.

Unknown Speaker (15:29): I was the one on Boulder on that main drag.

Unknown Speaker (15:31): Oh, yeah. And it's it's crazy because now it's the only like, SNU, we do really well right there, but everything is closed around it because Boulder is just a lot of things have moved towards the hill, towards the college. Uh-huh. It's a it's crazy. Is not in in the best shape.

Unknown Speaker (15:45): It's it's economically challenged, but but that one does

Jimmy (15:48): And then there's a whole GLP thing that, I mean, we can't stop talking about it, but, like, is it smaller portions? Is that, like is it is it real? Is that happening with you guys?

Unknown Speaker (15:57): A little bit. I mean, it's hard. Like, at J. Alexander's before I left, we were monitoring split plates because I think people were sharing a lot. Yeah.

Unknown Speaker (16:04): But I think at breakfast, because for whatever reason, we're having our category is growing. But I think GLP ones are having a benefit because I think people are eating I think when you lose the weight, they're all of a sudden like, oh, I'm gonna go eat. I might go eat some pancakes. Right. And I think brunch is something that people are experiencing and doing okay.

Unknown Speaker (16:21): And so Yeah.

Unknown Speaker (16:22): And and, like, eggs in it. That's protein. Like, what do get?

Unknown Speaker (16:25): You can't

Unknown Speaker (16:25): really you you have an omelet or you have some sort of bags. You can't really change pork.

Unknown Speaker (16:28): And you want yeah. And and you get kick ass bacon. You get really good scrambled eggs, and and you're you've got most of your protein right there. I mean, our number one exactly. Our number one seller is classic.

Unknown Speaker (16:38): So it's, you know, eggs, bacon, toast, and, you know, hash browns. And I that's always I bet at any restaurant concept, it's the classic. Number one, the classic. That's that's gonna sell all the all the time. But our, you know, our Bennies are the are the next up that really sell, you know, up and beyond.

Unknown Speaker (16:54): So it's it's fun. Definitely.

Unknown Speaker (16:55): It's awesome.

Unknown Speaker (16:55): Jimbo, let's

Unknown Speaker (16:56): talk about let's talk about workforce.

Unknown Speaker (16:58): Oh, yeah.

Jimmy (16:58): I know that's weird. I wanna

Josh Kern (16:59): talk about workforce, and specifically our our partner with us, here at the at the Restaurant Leadership Conference, is our friends in, at DailyPay. And I guess, is that something you're seeing with a trend? Is is are the ask of getting their wages? Is there the the need for flexibility? So much is is on demand now.

Josh Kern (17:20): We're we're getting so accustomed with our phones and just, you know, the speed, And yet the typically, people are paid every two weeks. And Jazzy's run restaurants for for three decades, and the number of times people have asked them about, you know, getting an advance, and it's awkward. And I'm wondering if is that something we're seeing? Are we on the are we on the front end of is there something that is helping either more youthful workers or the gig worker who they want their they wanna be able to to draw down, sooner? Is that something you're hearing about seeing?

Josh Kern (17:48): Is that something, could be a value add for you in managing your team members?

Unknown Speaker (17:54): Hear it all the time. You know, we pay weekly. Yep. I mean, that's the system we're on. But yeah, absolutely.

Unknown Speaker (17:59): I mean, and having tip out on a card and then, you know, not only helps, you know, our team members, but but helps us because then we don't have to get, you know, the armored car service anymore, cash is out of there, so then theft automatically goes down. So getting it more on those systems, I think it benefits everybody. But here all the time that, you know, our team members want to get that access faster, They can pay their bills. They can kind of, you know, accommodate, for sending to their families, whatnot. There's just a lot more to those advantages these days.

Unknown Speaker (18:26): And so like a trend that's, like I said, for me, I've always heard about it. You know, when people came to us, tried to sell us on it. It was just like, I don't know. It just seemed complicated, but now it just seems like it's so much easier. It's much easier.

Unknown Speaker (18:37): You don't

Unknown Speaker (18:37): think too much. And the fees are because it used to be a lot of the fees were going back to the employees. Now it's not, you know, now they've kind of these systems are much better. And so that's what we felt bad about it.

Josh Kern (18:48): I mean, it seems very logical to me is the technology is there. As long as we keep the frictions, we can't tax the management team, the administrators, that becomes difficult. I'll also say, and I don't know if this is maybe inappropriate to say, but I'll admit that I often hear people outside the industry comment about how giving access to these types of funds, their earned wages, would be used negatively. And I hear this kind of, you know, gambling or or other some, you know, certain things that

Unknown Speaker (19:19): Enabling them.

Josh Kern (19:20): Enabling. And yet the data tells me that's not the case. It tells me that, you know, if they need a car repair, if they need to draw down faster. So I really feel I'm expecting this to be a material change, just an option. It's again, you don't have to take it, but if you'd like to draw down, I I hear that's gonna be something we see more and more of.

Unknown Speaker (19:37): I agree. I mean, I still can't believe that I I get TSA. Like, I don't know how those folks, like, actually got by during that time because I couldn't imagine our team members. If they went two days without getting Right.

Unknown Speaker (19:48): Here, I'm say that they would be gone. Missed missed a couple pay periods.

Unknown Speaker (19:50): Yeah. I mean, that's I mean, so I agree with you a 100%. Like, if they get taxed but I think if you treat adults like adults, they're gonna figure

Unknown Speaker (19:56): it out.

Unknown Speaker (19:57): Mean, there's there's gonna be your outliers, but I do think that, you know, things like daily pay are certainly those are those are advantages that we all need to take in take take those course and figure it

Unknown Speaker (20:06): out for sure. Let let's jump in. Enough about the daily paycheck. I think you beat this with a dead horse. Okay.

Unknown Speaker (20:10): He got it. He's he's into it. He likes it. It's a good idea. Let's you know, he's a marketer.

Unknown Speaker (20:15): Okay. This is what he's not a finance guy. He's a no for me.

Unknown Speaker (20:18): He's got

Unknown Speaker (20:18): people that tell him it's a good idea,

Unknown Speaker (20:20): not a good idea.

Jimmy (20:20): Okay. Let's talk about marketing. Okay. Let's talk about social media. Let's talk about food influencing.

Jimmy (20:26): Let's talk about that. Okay. That's a trend we see a lot. These people come in. These influencer come in with their cameras, their lights, and they take up space.

Jimmy (20:34): They take up time. And sometimes it's a it's a nice restaurant. You have this big light, and it's, you know, Jimmy was reading the menu the night. He was bringing basing a flashlight. Was like, Jimmy, can I not even an influencer?

Unknown Speaker (20:43): So mad

Unknown Speaker (20:44): at me. You're not even an influencer. You're embarrassing me.

Jimmy (20:46): He's like, I'm like, you're offending everyone in the restaurant.

Unknown Speaker (20:48): He's got his readers. Oh my

Unknown Speaker (20:49): He's like, Jimmy, stop. You got can't see the menu.

Unknown Speaker (20:52): I'm like, know what?

Jimmy (20:53): Shut up and just order something, okay? Just take your finger. Just point, okay? What are your thoughts on this? The food influencing?

Jimmy (20:59): How important is to you as a marketer? Are you leveraging them still? Is it like it's it's annoying, it's cool, I need it. Are you paying people? Like, what are you doing over like, high level, not just at AM, just as a marketer?

Jimmy (21:13): Is it, something we're doing?

Unknown Speaker (21:14): Yeah. I mean, it's something it's cost of entry. You've got to do it these days. I mean, I think for for, you know, for certainly for our category, it's those finding those influencers like who's in brunch and who's reviewing brunch and those social occasions and, you know, how we're getting, you know, the bachelorette parties and, you know, trying to earmark it on that level. So, you know, we're we're just watching it that way.

Unknown Speaker (21:35): But I think it has to be, you know, going back to being authentic and that being more

Unknown Speaker (21:39): thing we're seeing a lot of.

Unknown Speaker (21:40): We're losing

Unknown Speaker (21:41): BS is just it's people see through that today. And it just so that we're trying to be a little bit more real, not trying to, like, get everything look so pristine. And and and and you see so much weird stuff out there that's just fake. I can't stand that stuff.

Jimmy (21:54): That that's two things. It's a, you go, like, you need to try you hear about these trends, and you go to this restaurant that's trending on TikTok or Instagram, whatever it is, and you go, oh, it's trending, and everyone had a line outside. You get there, it's just not that good. No. And and I

Unknown Speaker (22:08): see lines. I wanna go the other direction.

Jimmy (22:10): It's Yeah. I I I that's that's the thing I'm getting. And then you say, like, is it a kiss of death as a marker to make my restaurant hot and go viral? And then it cools down, and then you're like, well, I just signed, like, a fifteen year lease. Right.

Jimmy (22:24): And, like, in two weeks, I'm done.

Unknown Speaker (22:25): You're done.

Unknown Speaker (22:25): You're so fast. So that's not like, you know And

Unknown Speaker (22:27): you can piss people off. I mean, we've got families, and they see a crowd, and they're planning for their day if it's soccer or whatever, and then you're you're doing the the exact opposite. So I think it's in those moments, and it and I think you have to be smart. Like, are you going after your strategy? What what are you trying to get catering?

Unknown Speaker (22:41): Are you trying to do? You you just gotta follow, like, what you're trying to achieve and then go after it. But I think some of it's cost of entry and and for us finding our voice. Like, snooze was doing really strange things.

Unknown Speaker (22:52): So On social media.

Unknown Speaker (22:53): On social media. And and, you know, we're trying to be a little bit more maverick.

Jimmy (22:56): You know, Josh, we like to mix things up here. Okay. I've never known that. Go erratic. So we talk about things.

Jimmy (23:03): Okay. We and then we go back to them. You know? I don't know why, but we just do.

Unknown Speaker (23:07): Okay.

Jimmy (23:07): So I know we talked about launching lunch or not launching lunch. You you had the

Unknown Speaker (23:11): lunch, Julie. Right? Of course. Yes.

Unknown Speaker (23:13): The

Unknown Speaker (23:13): Rachel that we just put it on the

Unknown Speaker (23:15): menu. What is this, Julie? Oh my goodness.

Unknown Speaker (23:19): You brought it out.

Unknown Speaker (23:20): Is this the Rachel?

Unknown Speaker (23:21): That is the Rachel.

Unknown Speaker (23:22): What is the Rachel?

Unknown Speaker (23:23): The Rachel has some turkey on there and it and it has, you know, your thousand island rest dressing on there. Of course, pickle. Now we we don't have fryers at Snooze. So we have Can take a bite? Yeah.

Unknown Speaker (23:35): Of course. While he takes a bite, also, what's hotter than a grilled cheese? There you go.

Unknown Speaker (23:41): Nothing's hotter than grilled cheese. Also watch this. I can make Shatty laugh. Shatty, cheese. I can't look right now.

Unknown Speaker (23:48): But then

Unknown Speaker (23:49): and then so that's usually served with tomato basil soup. Yep. And that that's also you know, you gotta dip, you know, grilled cheese and you know, when you're a kid. But we don't have french fries, so we dip we have potato chips. And so that's the one thing that that was unique to me.

Unknown Speaker (24:04): We don't have fryers. And so There's delicious dipping. Yeah. It's very good. And easy.

Unknown Speaker (24:08): Delicious sandwich. Easy. Right? And it was only one item. Right?

Unknown Speaker (24:10): Turkey.

Unknown Speaker (24:11): But I would

Unknown Speaker (24:11): eat this

Jimmy (24:11): all the time every day, Jimmy, and twice on Sunday.

Unknown Speaker (24:15): There you go. And twice and twice on Sunday.

Unknown Speaker (24:17): I don't know what that means, twice on Sunday.

Unknown Speaker (24:19): I know. How where did that come from?

Unknown Speaker (24:20): I don't

Unknown Speaker (24:20): know, Jimmy.

Unknown Speaker (24:21): Is that biblical?

Unknown Speaker (24:24): Neither of you know it. I made it up.

Unknown Speaker (24:26): You made it up. It was it goes to you.

Unknown Speaker (24:28): This gonna be broken.

Unknown Speaker (24:29): But yeah. So, I mean, it's one of those things easy. All the things

Unknown Speaker (24:32): are know.

Unknown Speaker (24:33): All the things are in the in the in the back house. Turkey is the only thing that we brought in for that one. Obviously, we have lots of cheese. Have lots of So It is real turkey. Yeah.

Unknown Speaker (24:41): It's not the it's not the protein

Unknown Speaker (24:42): based stuff.

Unknown Speaker (24:43): Yeah. I mean, we we and we all of our things I mean, no hormones, no antibiotics, all that

Unknown Speaker (24:49): stuff. Is that a whole thing for AM? Like, it's if that's part of the value

Unknown Speaker (24:53): prop? For snooze, we have a no no list. So you talk about the MAHA movement. We we have a a list of probably 20 things that we do not bring in anything that is on that list. So red dyes, you you name it.

Unknown Speaker (25:04): But that's been part of value prop since the beginning.

Unknown Speaker (25:06): Since the beginning.

Jimmy (25:07): So it's it's like a it's a healthy, but it's

Unknown Speaker (25:09): a cleaner food. Oh, yeah. Yeah. And we have not taken credit for it. That's the thing that, you know, when you go back to social media, I mean, talking about, like, food with a story, telling a little bit more about the story and, you know, getting seed oils out.

Unknown Speaker (25:20): I haven't done that quite yet. We're getting closer and closer. But, you know and are those things gonna draw in more sales? Not immediately, but over time, as I think as Americans are starting to talk about what you're putting in your body, look at what The UK is doing. I mean, cleaner ingredients.

Unknown Speaker (25:33): You'll get a Cheerios in in in The US versus The UK. It's, you know, it's night and day. So I think those those types of things that make it authentic of what we're trying to do makes it easier.

Unknown Speaker (25:41): Yeah. I like it a lot. I gotta tell you. It's great.

Unknown Speaker (25:43): Let let me hear about

Jimmy (25:43): the alcohol because, like, that's a thing that we've been talking a lot about. We'll dive into it. But, like, there's clearly a trend of less alcohol being consumed, and everyone's got a different opinion, a different reason. Is it edibles? Is it the Ozempic stuff that we've been talking about?

Unknown Speaker (26:00): Is it what what what I

Unknown Speaker (26:02): mean, I think it's all of that.

Unknown Speaker (26:03): No. I'm signaling to Drew.

Jimmy (26:04): What do you want from Drew? What do you signal?

Unknown Speaker (26:06): He wants alcohol.

Unknown Speaker (26:07): No. You do What is this?

Unknown Speaker (26:08): What does this even mean?

Unknown Speaker (26:09): A napkin.

Unknown Speaker (26:10): Why don't you say it?

Unknown Speaker (26:11): Drew, can

Unknown Speaker (26:11): you get me a napkin?

Unknown Speaker (26:13): When she gets her what?

Unknown Speaker (26:14): Who is gonna know that this

Unknown Speaker (26:15): what is this a universal perf for napkin?

Unknown Speaker (26:17): It is.

Unknown Speaker (26:18): He was

Unknown Speaker (26:18): I thought that was cash. Understood. This is yeah. Give me some money.

Unknown Speaker (26:21): You know, you gotta you gotta lift the hand up. This is napkin.

Unknown Speaker (26:24): This is cash.

Unknown Speaker (26:26): This is cash.

Unknown Speaker (26:26): Cash. Alright.

Unknown Speaker (26:27): This is Josh.

Unknown Speaker (26:27): Just We learned something. Want a napkin

Unknown Speaker (26:29): today. To Rachel?

Unknown Speaker (26:30): Yeah. Exactly. Yeah. I mean, oh my

Unknown Speaker (26:32): god. All these things.

Jimmy (26:33): Now where was I before Jimmy interrupted me? Okay. The the Alcohol. Alcohol. So some people saying edibles.

Jimmy (26:38): Yep. Some people say it's the the Ozempic. Some people say that, well, the restaurants are doing fine. People will drink when they go out, but they're not going off prem and buying at liquor stores. What what do you see?

Jimmy (26:49): All

Unknown Speaker (26:50): of those things, I think, yes. But I think it's snooze. We have a different we have Bloody Marys and mimosas. Bloody Marys and mimosas. But we we have a different problem.

Unknown Speaker (26:58): We we have made things so snoozy. Like, we always had to put a spin on it, and it made it so foreign, like, just really weird, like, different different names for things and different just we made Like it real

Jimmy (27:10): a funny bloody Mary or funny mimosa?

Unknown Speaker (27:12): Yeah. Like the they they just were, like, really like, they were off kind of the the the flavor profiles are weird. We had bubbles on tap. Right. So we didn't have the champagne bottles, you know, popping.

Unknown Speaker (27:25): Right. And so there just wasn't a lot of theaters. Think

Unknown Speaker (27:27): we inhibited selling.

Unknown Speaker (27:28): It wasn't selling as much. Like, I think we under index on mimosas compared to our cohorts.

Unknown Speaker (27:32): Right.

Unknown Speaker (27:33): So I think we inhibited ourselves beyond, like, the trend is definitely going down.

Unknown Speaker (27:36): Right.

Unknown Speaker (27:37): So we we're gonna fix that. So we're gonna bring in bottles. We're gonna bring in bottle service, all that fun stuff.

Jimmy (27:41): Because when you think about brunch and breakfast, I mean, mimosas and bloody marries, they

Unknown Speaker (27:47): You pop a cork and everyone feels happier on the Saturday or Sunday. Good. Hell, yeah. And you and we're gonna be able to add your juice. Some people wanna put a drop of orange juice.

Unknown Speaker (27:55): Some people wanna put an ounce and a half.

Unknown Speaker (27:57): I mean Yeah. People like

Unknown Speaker (27:58): white apple juice. Some

Jimmy (27:58): people like grapefruit juice. Yeah.

Unknown Speaker (28:00): Yeah. So let so give a little bit. So I think we need to fix some things operational or just, you know, guests

Jimmy (28:04): So you're going all you know, like, listen. I'm I don't know. Maybe generally, it's a trend that's going down, but for a for for me, it's snooze. I know that we could do better.

Unknown Speaker (28:10): Right. And we didn't have we had we didn't have familiar cocktails. So we didn't have a French 75. We didn't have, you know, just some general kind of cocktails that could go well in the morning. Yep.

Unknown Speaker (28:19): So just put it at risk of being sold, and so I think that'll help us a little bit. Now was that finding the trends? No. Because all those things exist. But we can take advantage of some things like some good juices.

Unknown Speaker (28:30): Get

Jimmy (28:30): them that ginger screwdrivers?

Unknown Speaker (28:32): Not really. But but tequila's coming back. So there are some of those things happening. But they they are espresso martinis. Yes.

Unknown Speaker (28:39): But you can get now you can put tequila in those espresso.

Jimmy (28:41): So you're saying an espresso martini, you're seeing that now as a trend for a breakfast brunch kind of offering.

Unknown Speaker (28:47): Big time. And just have have have some variety there. But our coffees weren't that great. We weren't capital capitalized on

Jimmy (28:52): trends a special coffee that you were bringing in? Was it your own coffee? Because, I mean, coffee's it's still hot. Right?

Unknown Speaker (28:58): It is. But we, yeah, we have we have one across the chain. But what we weren't doing, we we we weren't doing things local. So I should I I want to bring back in local areas, have the espresso by local roasters.

Unknown Speaker (29:09): Yeah. Yeah.

Unknown Speaker (29:09): Yeah. Get that. Because I think everyone in their own hometown, like Austin should have its own. Dallas should have its own. Phoenix should have its own.

Unknown Speaker (29:15): Doesn't that become complicated? Like, talk about a lot of stores and supply chain and the cost. That's the logistics.

Unknown Speaker (29:20): I don't care.

Jimmy (29:21): You know? So but I can go to one roaster and be like, all 87 stores are gonna buy, you know?

Unknown Speaker (29:26): Well, I can you can buy I can buy in that market. Mhmm. If it's just, you know, we're talking, you know, when when it's beans, that's easy. But I'm not talking like that. And then I can get efficiencies on a on a national scale.

Unknown Speaker (29:35): I'm only at 70 locations, so that's a little bit easier for us. So I think that there's a I think you get the benefit of of that local kind of aspect. I think that outweighs the cost of that.

Jimmy (29:45): I agree because that because at the end of the day, you don't want you don't want to be a chain. You don't want to look like a chain. You want to be like, I I'm a like, I didn't know when I first went there. I I didn't know it was a chain.

Unknown Speaker (29:57): Right. And I I thought

Jimmy (29:58): I found this cutest little place in Boulder, Colorado. Oh my god. This is the cutest little brunch we're gonna have. Right. And I had no idea.

Unknown Speaker (30:05): And you wanna you wanna keep that because that's part of the the charm.

Unknown Speaker (30:08): Right? Right. And I mean, when you got food costs that are, you know, about 17%, you've got a little bit of wiggle room to get to to play in there. Same with, like, tortillas. That that drives me crazy.

Unknown Speaker (30:18): We have, you know, we're using I won't dog on Cisco, but we're using, like, whatever Cisco has in their in their shop. And I'd much rather get local tortillas that being good. Woods. I mean,

Unknown Speaker (30:27): it's that kind of thing.

Unknown Speaker (30:28): A breakfast burrito that is, like, magical, and you you you you've gotta put the best tortilla around that thing when I agree. You're talking, like, yummy eggs, green chile, hash browns, and bacon in that thing and cheese. It needs a an amazing So

Unknown Speaker (30:39): you're really having fun

Unknown Speaker (30:40): over there, mister marketing guy.

Unknown Speaker (30:42): I mean, I grew up in Albuquerque, New Mexico, so, like, that part of the world of green chile and red chile and a breakfast burrito is magic.

Unknown Speaker (30:49): Yeah. I think without a doubt. Alright. Listen. We gotta take a What?

Jimmy (30:52): What

Unknown Speaker (30:53): is this? Little Benny's. Wow.

Unknown Speaker (30:56): Look at that. Mean, look at that. Jimmy, you could use Jimmy, you

Unknown Speaker (31:00): could use Not even not even travels well. That's the crazy thing about breakfast stuff. Yeah.

Unknown Speaker (31:04): Yeah. Beautiful.

Unknown Speaker (31:05): Beautiful. So which store

Unknown Speaker (31:06): is this coming from?

Unknown Speaker (31:08): Probably Pima Crossing. It's probably twenty minutes from here.

Jimmy (31:11): This looks amazing.

Unknown Speaker (31:12): And you know what's crazy about Phoenix? It's the fiercest competition. There's so many breakfast concepts in this market.

Unknown Speaker (31:17): Is that right?

Unknown Speaker (31:18): Oh, yeah. Because I think, you know, it's obviously you've got the demo out here of kind of the snowbirds and a lot of Canadians that come here in the in the wintertime, but it is a fears.

Unknown Speaker (31:26): Like breakfast? Yeah. Why? Because they're older.

Unknown Speaker (31:30): So older Yes. Older people. Up early? Yes.

Unknown Speaker (31:33): Yes.

Unknown Speaker (31:33): It's their they plan their whole day around.

Unknown Speaker (31:35): So that's why you close it too because everyone goes to bed?

Unknown Speaker (31:37): That's when I go to bed.

Jimmy (31:38): And they go and they're like, lunch. So basically so breakfast is like 4AM. Breakfast is the deal. Lunch is at ten. Dinner is at three.

Unknown Speaker (31:46): You gotta put the grocery store in there because that's an event too. Right?

Jimmy (31:49): It is. It is. Alright. We gotta take a quick break. We're gonna be right back with a little hot or not.

Jimmy (31:54): We got the brand of quick fire and a whole lot more with Josh Kern, CEO of AM snooze. Alright. We are back here. We are back. Jimmy, we're back with the hospitality hangout presented by DailyPay.

Jimmy (32:10): Jimmy, we're loving it. We got Josh Kern here.

Unknown Speaker (32:12): Got Josh Kern.

Jimmy (32:13): Now you spoke to Josh for a long time last night. I didn't get a chance to. So I just

Unknown Speaker (32:16): You know what, Chatsy? What? We had real talk last night.

Unknown Speaker (32:18): Real talk. You were talking about music.

Unknown Speaker (32:20): Were real talk. Real talk.

Jimmy (32:22): Don't how I'm doing. You know what? I stink. Okay? Jimmy has real conversation.

Jimmy (32:26): I have nothing to say.

Unknown Speaker (32:28): I really don't. I really I you know what?

Unknown Speaker (32:29): I thought about this. I told you, I'm like, I really have nothing to talk about.

Unknown Speaker (32:33): That's not true. That's why

Jimmy (32:34): I sail the beach by myself. Literally, there's no one around me just by myself. What do do on a Sunday? I'm by myself at the beach. I had nothing to say, and no one wants to talk to me.

Unknown Speaker (32:42): Anyway, you know what? That's why I do the podcast. Glad you have

Unknown Speaker (32:44): a podcast.

Unknown Speaker (32:45): It's the only opportunity to talk is this show. So listen. We're gonna go a little hot or not Okay. With Josh Gern. And by the way, this segment of hot or not, Jimmy, you know it's you know, it's brought to you by?

Unknown Speaker (32:55): I'm I'm very curious. DailyPay.

Jimmy (32:57): Oh, okay. I'm shocked. DailyPay is sponsored every segment.

Unknown Speaker (33:01): Have that

Unknown Speaker (33:01): in the bingo. The podcast and and this segment specifically.

Jimmy (33:04): Yes. I like that. Hot or Not is the hottest segment of all podcasts in the world. Alright, Josh. Are you ready for Hot or Not?

Unknown Speaker (33:11): Yes, sir.

Jimmy (33:11): Alright. Breakfast for dinner. Is that hot or not? That's definitely hot. That is hot.

Jimmy (33:17): Private dining memberships, like clubs, like private clubs. Is that hot or not right now?

Unknown Speaker (33:21): I think that is hot right now.

Unknown Speaker (33:22): It is hot right now.

Unknown Speaker (33:23): Yeah. Especially Nashville on Broadway.

Jimmy (33:25): Those are those are the thing. Yeah. Is dynamic menu pricing? That's something we talked about a while ago. Is that hot or not?

Unknown Speaker (33:32): I don't think so.

Unknown Speaker (33:33): You don't think so?

Unknown Speaker (33:33): No. But I don't think it was that new. We we were doing that at Smashburger when we opened up in at Staples Center, when it was Staples Center, now it's cryptocurrency. Mhmm. And the Lakers were playing, we'd jack up those prices.

Unknown Speaker (33:44): So that was ten years.

Jimmy (33:45): Really dynamic. That was just like, we have a captive audience

Unknown Speaker (33:47): for Lakers.

Unknown Speaker (33:48): And the Lakers are dollars

Unknown Speaker (33:49): off that. Exactly. But that was

Unknown Speaker (33:51): But was before college using, Josh. It's a Laker game.

Unknown Speaker (33:54): But it was before it was called dynamic pricing.

Unknown Speaker (33:56): It was surge pricing, I would like to say.

Unknown Speaker (33:59): Is that what happy hour was? Exactly. Josh, what

Unknown Speaker (34:01): should we do? Put $10 onto everything. It was a lot of

Unknown Speaker (34:05): Now as a fan,

Unknown Speaker (34:05): really data driven. You were using AI then.

Unknown Speaker (34:07): Right? Yep. Yep. It was AI before it was AI.

Jimmy (34:10): Daily like daily payments for restaurant workers. Is that hot or not?

Unknown Speaker (34:14): Definitely hot.

Jimmy (34:15): It is very hot. Donuts.

Unknown Speaker (34:19): I think it's still trending hot. What about the NHL? That hot or not? Yeah. Hot.

Unknown Speaker (34:27): I'm an avalanche fan. They're gonna win the Stanley Cup, so they're hot.

Unknown Speaker (34:31): Is Coachella hot?

Unknown Speaker (34:35): Madonna was back. She made it hot.

Unknown Speaker (34:38): Yeah. With with Sabrina Carpenter.

Unknown Speaker (34:40): Oh, yeah. That was a surprise. The whole duet. Yeah. Came back out.

Unknown Speaker (34:44): When it was I think it duet.

Unknown Speaker (34:45): Yeah. Duet. Right?

Unknown Speaker (34:46): Yeah. Yeah. Right? And so I think yeah. They rocked it out.

Unknown Speaker (34:48): What what

Jimmy (34:48): song did she sing? She did, like, a Julie? Drew?

Unknown Speaker (34:54): She did Oh my gosh.

Jimmy (34:56): It was like it was like like a virgin. No.

Unknown Speaker (35:00): I don't think it was that one. It was What was it? Lucky Star.

Unknown Speaker (35:03): Lucky Star?

Jimmy (35:03): Yeah. Oh, yeah. It was like no. It was holiday. I think it was holiday.

Jimmy (35:08): I'm not singing. Well, listen, I don't know. Jimmy, we dropped a lot on you there. We talked about donuts. We talked about the NHL, Coachella, breakfast for dinner, Josh's form of dynamic pricing, which is put $10 on everything whenever he feels like it based on based on if it was a home game, the Lakers and daily payments for restaurant workers.

Josh Kern (35:28): I wanna dive into the the membership, but not before I say that when when my wife is out and if I tell my daughter, what do you want for dinner?

Unknown Speaker (35:36): And I say, I know what you're doing with your wife. I know This is a family show.

Unknown Speaker (35:39): I go, how about breakfast for dinner? I gotta tell you, I'm a freaking hero. A hero.

Unknown Speaker (35:43): But what

Josh Kern (35:43): I wanna talk about, let's make it's not so much the private dining as much as it is. I think it's creating that connection with a guest that is that makes them feel just a little more special. So you wanna call that loyalty. You wanna call that engagement or personalization. But I imagine for snooze, that's something that you guys are always leaning into is how do you take this community?

Josh Kern (36:01): You've got your customers, your guests who come in on the early side. How do you guys engage that way? Because I think that's ultimately what we're really talking about. Big time.

Unknown Speaker (36:08): You know, we we call, you know, our loyal guests ravers. And there's a cult following that have those folks. And there's a lot of ravers that are at the bar, and they kind of like that area. And so I think there's something about breakfast where, you know, it's that standardization. They're always getting their, you know, their go to order.

Unknown Speaker (36:27): Yep. And they don't deviate. They want to try, you know, whether it's the Rachel or something new, but they always have their go to item at Snooze. And, know, whether it's the pork belly fried rice, which is kind of a unique item on menu. So And I think it's just something with the product.

Unknown Speaker (36:42): And then we do have, you know, we're a little bit funky in terms of our team members, and just come as you are. So I think that they have a lot of friendships. We've got tenured GMs and AGMs and even our snoozers that have been around for quite some time. So I think there's that friendship and that bonding that certainly is that kind of corner store where people are there. I think we've gotten a decent job of community, but I think we've gotten away from it a little bit recently.

Unknown Speaker (37:08): And so we're trying to get that back. That's harder to do because you know, it's if you do you put it in the LRM, is it loyalty? Is it real? You know? So we we're we're trying to get that.

Unknown Speaker (37:17): We're trying to get a little bit younger. We actually just launched we didn't go Coachella. We went into Lollapalooza. So we've got a contest right now. So five guests get a private jet to Coachella or to Lollapalooza in Chicago is the is the grand prize.

Unknown Speaker (37:34): So

Jimmy (37:35): Now did your kids win that?

Unknown Speaker (37:37): Yes. It was rigged so that my twins are leaving from Brooklyn and Denver,

Unknown Speaker (37:42): and they're

Unknown Speaker (37:42): gonna be butt lock.

Unknown Speaker (37:43): It just it's so great. Happened.

Unknown Speaker (37:45): Yeah. Man. So nutty. Yeah. Kylie and Hayden Kern.

Unknown Speaker (37:48): I don't know. It's man, our last name just happened or no. But but, yeah, I think I think the last the marketing team told me there's about I we launched it last week, and I think there's, I don't know, like, 9,500 entries so far.

Unknown Speaker (38:02): Was that all, like, on Instagram, stuff like that you can

Unknown Speaker (38:04): watch on on Insta and loyalty. Right. So just and for a little bit more 70, you know, restaurants. So I mean, little things like that are just a little unexpected is what we're trying to do. Sure.

Unknown Speaker (38:15): We did a little low lift. Yeah.

Unknown Speaker (38:16): I mean, you know? And we did a

Unknown Speaker (38:18): little promo on gas prices. So I've always been you know you know when gas prices spike, the traffic goes down. So we did dynamic price. So in California, the average price was whatever, $6.15. You could take $6.15 off your check.

Unknown Speaker (38:32): Like that. Was for, you know That you're right.

Unknown Speaker (38:34): For you. That was my idea.

Unknown Speaker (38:36): That's a good one. Yeah. So Josh

Unknown Speaker (38:37): Turner. But because of

Unknown Speaker (38:38): marketing guy.

Unknown Speaker (38:39): Because of Toast, though, that because the technology is there, we're able to do that in different markets. So the technology is now caught up that we can actually, in different markets, have because the, you know, the average price is different in different markets, can do that. So easy. It's so easy to do that. So and at lee it got more PR play than it did actually redemptions.

Unknown Speaker (38:58): It didn't drive traffic. That's what you really do. But that's what I wanna do. Yeah. So we're we're matching kinda the low.

Unknown Speaker (39:02): I like that gas price

Unknown Speaker (39:03): one. Yeah.

Unknown Speaker (39:03): That's a good one.

Unknown Speaker (39:04): It was fun. Right?

Unknown Speaker (39:05): And it got more PR play, which that's all I wanna do is get little old snooze on the map.

Josh Kern (39:09): By the way, Josh, anytime Chad says, like, says something a few times, you gotta see that at Isabelle's, our restaurant that Chad's here overseas. Hey.

Unknown Speaker (39:16): Watch taking $6 off

Josh Kern (39:17): the Well, whatever the gas price is at the local gas station, watch him say, he's gonna run this campaign.

Unknown Speaker (39:21): Yeah. Heck of deal. Can

Josh Kern (39:23): take credit together. Watch it. Now at Isabelle's, take the gas take the gas off your bill.

Unknown Speaker (39:27): I like it. I

Unknown Speaker (39:29): like it. It.

Unknown Speaker (39:30): I like it because I think it's a cute idea.

Unknown Speaker (39:32): Hey, Mikey.

Unknown Speaker (39:32): He likes He likes it.

Unknown Speaker (39:33): He's very creative.

Unknown Speaker (39:35): Very creative.

Unknown Speaker (39:36): I said it, Jimmy. There you appreciate it. I said it. Alright. Jimmy, is there anything else on the Hot or Not that you want

Unknown Speaker (39:40): to What did you guys say about doughnuts? You guys got quiet on that. You think it's past the

Unknown Speaker (39:44): No. No. No. No. I just asked Jimmy.

Jimmy (39:45): I gave Jimmy the Hot or Not. We think the answer.

Josh Kern (39:48): Now, we're we're watching. We think there's a surge in bagels.

Unknown Speaker (39:51): Yep. In terms of

Unknown Speaker (39:52): popularity, we're also seeing

Jimmy (39:53): Tell Josh your theory.

Unknown Speaker (39:54): Things with a hole in the middle.

Unknown Speaker (39:57): He believes that it was

Unknown Speaker (39:58): a hole in the middle. The hole in the middle.

Unknown Speaker (40:00): He's one more. He's getting one right now.

Unknown Speaker (40:01): I don't know what the environment is. Alright.

Unknown Speaker (40:02): But

Unknown Speaker (40:02): but a hole in the middle of it. So by the way, put a hole in the pancakes. And I'm telling you, watch the spike in the That's interesting. People just seem to like a hole in whatever they're eating. What about a

Unknown Speaker (40:12): hole in the middle of a sunny side of bag and just take the egg out and just put the white?

Unknown Speaker (40:15): No. No. No. No. We're done with white.

Josh Kern (40:16): The yolk is back, baby. I love the yolk. The yolk is back.

Unknown Speaker (40:19): Are New Yorkers accepting the cream cheese in the bagel that's stuffed whatever? Is that or are you guys, like, anti that?

Josh Kern (40:27): I think we're a little dip I think we take such pride maybe maybe to a level that it is a little obsessive

Unknown Speaker (40:32): Yep.

Unknown Speaker (40:33): In our bagel.

Unknown Speaker (40:33): Yeah. Absolutely.

Unknown Speaker (40:34): We just want just a bagel. Bagel. Yep. You put a smear.

Unknown Speaker (40:36): And that's it.

Unknown Speaker (40:37): And we even get we even frown on people who toast the bagel because Oh.

Unknown Speaker (40:40): You know,

Unknown Speaker (40:40): a hot fresh bagel, it's like it's hot fresh. Know?

Unknown Speaker (40:42): Yeah. Are you toasting it?

Unknown Speaker (40:43): Why are toasting

Jimmy (40:43): it? Are you do do snooze do bagels, or is that not a part of

Unknown Speaker (40:47): by. I mentioned someone that's in

Unknown Speaker (40:49): our portfolio. Breaking news? Well, That's breaking news?

Unknown Speaker (40:54): Standby. Mentioned one brand earlier.

Jimmy (40:57): You're putting in a bagel. What? Papa bagel. A Papa bagel collab.

Josh Kern (41:02): I'm telling you, he's he's keeping his cards close to his.

Jimmy (41:04): Or is that that was it Jeffrey's bagel? Jerry's bagel? It's it's outside. There's another one. Well, alright.

Jimmy (41:09): He's doing something there.

Unknown Speaker (41:10): Can't do something. Can't do it.

Unknown Speaker (41:11): Lender's bagel? Remember lender lenders

Unknown Speaker (41:13): toasted lender bagels.

Unknown Speaker (41:15): That's what you had in the freezer. You have to toast that.

Unknown Speaker (41:17): Gotta toast that.

Unknown Speaker (41:18): That one. That one's right.

Unknown Speaker (41:19): Toasted. Crazy. It was a frozen bagel. Y'all got hockey too. Yeah.

Unknown Speaker (41:27): You talk about preservatives in that thing.

Unknown Speaker (41:29): Yeah. Jimmy, is a doughnut hot? Doughnut's hot. It is hot. Right?

Unknown Speaker (41:35): Doughnut's a hole

Unknown Speaker (41:35): in the middle.

Unknown Speaker (41:36): As I said, any of hole in

Unknown Speaker (41:36): the middle. Hole in the middle. Crispy cream's back.

Unknown Speaker (41:39): Crispy cream's back. Friends at Randy's. Shipley's. You know, they're they're

Unknown Speaker (41:43): expanding. Alright.

Unknown Speaker (41:43): I gotta jump into a little Barry the quick fire.

Unknown Speaker (41:45): Are you Let's do this.

Unknown Speaker (41:46): Because we don't have a lot of time. We can you are correct. Forty five minutes.

Unknown Speaker (41:48): Oh, jeez.

Jimmy (41:49): I know exactly. Josh just missed. He was supposed to be somewhere.

Unknown Speaker (41:52): He was he he was moderating a panel.

Jimmy (41:55): Yeah. With with Troy Aikman, I think. Yes. Yes. Alright.

Jimmy (41:57): Listen. Branded quick fire lightning round. Here we go. What is your go to order? What is the CEO order at snooze?

Jimmy (42:06): What do you do? I want to go there and I want to order like the CEO. What do I get?

Unknown Speaker (42:10): I get I get the breakfast burrito. I don't get the hash browns, and I have extra green chili.

Unknown Speaker (42:17): I like that. You hear that, Jimmy? Yes. Does it have a name to it? Just breakfast burrito?

Unknown Speaker (42:21): The colonel.

Unknown Speaker (42:22): Oh, it's good.

Unknown Speaker (42:23): Oh, I like that. I like I was like, you already renamed something you did I wasn't I was gonna go with the colonel. But you know what? And I'm like, I'm like, you've been there. I'm like, gotta tell you, Josh.

Jimmy (42:32): I don't know. You're changing all the names, and they're all your names. No. I think people get mad. It's just The Josh and this sandwich, the Josh.

Unknown Speaker (42:38): Learn. No.

Unknown Speaker (42:39): This is the Joshie.

Unknown Speaker (42:41): They don't and wait. What are your daughter's names? That is Kylie.

Unknown Speaker (42:44): This is the Kylie? The Kylie salad? No. Believe me.

Jimmy (42:49): If someone has never been to snooze before, what do you recommend they order?

Unknown Speaker (42:53): Pancake flight. What's that? Pancake flight. So you can choose any, you know, strawberry shortcake, pineapple upside down cake, chocolate chip pancakes. We can get any three of them and and a combination.

Unknown Speaker (43:05): They're amazing. I mean, that's what Snooze is born on is our proprietary pancake recipe. And everyone loves standing.

Jimmy (43:10): Is real maple syrup or

Unknown Speaker (43:11): is it? Yeah, it comes from sloped side from Vermont. Outstanding. And real real butter.

Unknown Speaker (43:18): Real

Unknown Speaker (43:18): butter. Real butter. It's, I mean, unbelievable. Plus, you get them gluten free as well or vegan. Our vegan pancakes, believe it or not, are are amazing.

Unknown Speaker (43:26): The binder is is our bananas, so good. I'm not a vegan kid, but man, I love Yeah.

Jimmy (43:32): But I mean, gotta tell you, it sounds good. It is good. Because banana and pancakes works really well.

Unknown Speaker (43:36): And we we're messing around with, like, a sandwich. So, like, you know, getting the the vegan pancake, but then sausage and egg and making sandwich on that.

Unknown Speaker (43:44): That's a good question then. Is a pancake a sandwich?

Unknown Speaker (43:47): Exactly. Yeah. Think it is.

Unknown Speaker (43:49): Take a stack, is that Jimmy? The short stack. Is that a sandwich?

Unknown Speaker (43:52): When McDonald's did it?

Jimmy (43:54): What did call it? A sandwich, did they?

Josh Kern (43:55): No. They would they they would they they used the pancakes, two pancakes, and and they replaced the

Unknown Speaker (44:00): bread. The griddle.

Josh Kern (44:01): Yes. They replaced the bread the bread with the pancake. That's a sandwich.

Unknown Speaker (44:05): The griddle

Unknown Speaker (44:05): is sandwich. Not a sandwich.

Unknown Speaker (44:06): A short sack. No.

Josh Kern (44:07): No. But two pancakes with something in the

Unknown Speaker (44:09): middle of the sandwich. Sandwich. Hey, Jimmy. Would you eat

Unknown Speaker (44:11): some pancake tacos?

Unknown Speaker (44:13): Listen to this. Would Jimmy, are you ready?

Unknown Speaker (44:14): I'm

Jimmy (44:15): ready. Would you eat pancakes with sausage and bacon?

Unknown Speaker (44:19): No. Why? That's two meats.

Unknown Speaker (44:22): Won't he won't have two meats. I'm the same way.

Unknown Speaker (44:25): Oh. Oh.

Unknown Speaker (44:26): I do not I don't I don't like club sandwiches

Unknown Speaker (44:28): for that I I want I don't

Josh Kern (44:29): want two meats. I'll take a turkey sandwich. I'll take a

Unknown Speaker (44:31): ham sandwich. Or I'm an Italian hero. I

Unknown Speaker (44:34): can't believe

Unknown Speaker (44:34): sorts of meats.

Unknown Speaker (44:36): That's the exception. I could do bacon and, like, turkey, but that that, like

Unknown Speaker (44:40): I take the turkey off of turkey club. I don't or, like, turkey club. I take the ham.

Unknown Speaker (44:44): I the the ham. Ham the burger. Burger. Oh, yeah.

Unknown Speaker (44:48): I take the bacon off. I give it to my daughter.

Unknown Speaker (44:49): Tri species are just not my thing.

Jimmy (44:51): Is eggs Benedict a sandwich?

Unknown Speaker (44:53): No. No. Why is eggs Benedict Open days.

Unknown Speaker (44:56): You need

Unknown Speaker (44:57): a fork. Yeah. Wait a minute. Wait a You

Unknown Speaker (44:59): can't eat that with your hands in sandwich? Yes.

Unknown Speaker (45:02): Is there sauce on it? Because you're dipping it.

Unknown Speaker (45:03): You're you control the amount of sauces on that thing. So Yeah. You on that one, don't.

Unknown Speaker (45:10): So it's all about

Unknown Speaker (45:10): sauce Yeah.

Unknown Speaker (45:12): Absolutely. Sauce control.

Unknown Speaker (45:14): Sauce is Sauce

Unknown Speaker (45:15): is in in And it's liquidy.

Jimmy (45:16): Is a hamburger sandwich with ketchup? Yes. Okay. All right. How do you dig your bagel, Josh Kern?

Unknown Speaker (45:25): Not toasted with a schmear.

Jimmy (45:27): And what bagel do you like?

Unknown Speaker (45:30): Plain. No. No. No. I like and everything.

Unknown Speaker (45:31): You do like that.

Unknown Speaker (45:32): Everything's very hot. Very hot.

Jimmy (45:33): Is salt bagel coming back? Yes. But I love salt. Why is that? I don't know.

Unknown Speaker (45:39): I just like salt bagels. Yeah. But, like, that was something like my grandmother used to eat. Then it, like, fell off the face of the earth.

Unknown Speaker (45:44): But you guys

Unknown Speaker (45:45): I I I mean, you guys live in Bagel Mecca. I live in no bagel world. But we have call your mother bagel now.

Unknown Speaker (45:52): Is good?

Unknown Speaker (45:52): Nice. It is good.

Jimmy (45:53): And what's your Uber rating right now? I mean, you travel all over the place. Do you

Unknown Speaker (45:57): Four eight five.

Jimmy (45:58): He looked at that. Do you tip Uber?

Unknown Speaker (46:00): Yes. When? After I get dropped off.

Jimmy (46:02): And how much do you tip?

Unknown Speaker (46:04): 20%.

Jimmy (46:05): Do you ever give cash? No. Interesting. It was so do you see how with authority?

Unknown Speaker (46:10): And I get really I like when I valet, I I get I get I all I wish I would carry more cash. So I and now at least more people are accepting Venmo, but I get like anxiety when I don't I can't when I don't have any and they don't accept it and I don't have cash.

Jimmy (46:25): My secret is a bunch of $5 bills. I go to the ATM. I don't I pick what I want. You got to get a whole bunch of fibers because fibers are the greatest. That's used what to do.

Unknown Speaker (46:36): Like five is the new the new deuce.

Unknown Speaker (46:38): I agree. Agree.

Unknown Speaker (46:39): You can't keep somebody single.

Unknown Speaker (46:41): I know. Not not not I'm a $5 valet person. Absolutely.

Unknown Speaker (46:44): Jimmy Jimmy's coin. He's still coin. He's coin. Jimmy's all coin. Quarter or Yeah.

Unknown Speaker (46:47): No. He still has not

Unknown Speaker (46:48): half dollar.

Unknown Speaker (46:49): If they're

Unknown Speaker (46:49): good, mind. If they're good,

Unknown Speaker (46:50): 50¢. Yeah. Jimmy's okay. He always has change. He still has change.

Unknown Speaker (46:55): He's like, here's a quarter.

Unknown Speaker (46:56): See, can't give any

Unknown Speaker (46:57): of that stuff in my pocket.

Jimmy (46:58): Big change in the pocket. In the hotel room, do you tip? Yes. You leave a tip for the housekeeper?

Unknown Speaker (47:06): Not all the time, but but definitely on vacation when I'm overseas for sure.

Jimmy (47:11): You do? Yes. But not here. Like, when you're here, are you gonna leave a tip?

Unknown Speaker (47:14): When when I was at SPB and I was staying at the hotel consistently, yes.

Jimmy (47:19): You did. Jimmy does not allow housekeeping during his

Unknown Speaker (47:25): stay. I think not allow sound is is the wrong way to say it.

Unknown Speaker (47:28): I Let us in. We need

Unknown Speaker (47:29): to clean your sheets. No. I request I request no housekeeping, and then I tip because And you tip? I tip because I really feel I've I've I've probably the room is gonna be messier because I've had it for days without any daily maintenance.

Unknown Speaker (47:43): That's why you should let them come in daily. I don't need to come That's why it's housekeeping.

Unknown Speaker (47:46): That's why I hated COVID when they stopped

Unknown Speaker (47:47): doing that.

Josh Kern (47:48): I was like, I when we're going to the same event, when I check-in, I actually say, I'm requesting no housekeeping. Is that okay? And they always go, yes. It is. I went and take my housekeeping and give it to Shatzy for turndown service because he'd like two visits.

Jimmy (48:01): Well, I don't know what you did, but nobody cleaned my room yesterday. And I don't know if you said something because all I know is I came back from whatever we did, and my room was still a fucking mess. Oh, it's the worst. And I had a shower, there was no towels. I used them all.

Unknown Speaker (48:12): I just said you could give him my service.

Jimmy (48:14): Well, they didn't they take it that way. They took my service away.

Unknown Speaker (48:17): Because you didn't tip the day before.

Jimmy (48:18): I don't know. I don't know. Alright. Listen to me. This is very important.

Jimmy (48:22): I don't know how we got on to this one, but I'll ask it anyway. If you were to challenge Jimmy to a thumb war, you know, one, two, three, four, I declare a

Unknown Speaker (48:30): thumb war. Yeah.

Unknown Speaker (48:31): Who are gonna beat?

Unknown Speaker (48:32): Who had better odds of beating?

Unknown Speaker (48:33): Is it does I beat hand size matter in that? Is that a big hand? Because I don't have very big hand.

Unknown Speaker (48:37): I think it's speed.

Unknown Speaker (48:39): Is it?

Unknown Speaker (48:39): Yeah. Sneak attack.

Jimmy (48:40): Oh, but but oh, the sneak attack. Yeah. Yeah. Yeah. Let me do the sneak attack.

Jimmy (48:44): Ready? Ready? 12344. See that.

Unknown Speaker (48:47): Yeah. You it? Yeah.

Unknown Speaker (48:49): Okay. Now who are gonna beat? That was fast.

Unknown Speaker (48:52): I'm gonna I would beat him.

Unknown Speaker (48:53): Yeah. You beat Jimmy.

Unknown Speaker (48:54): I gotta say, was I was impressed with your speed.

Unknown Speaker (48:56): Did you see that?

Unknown Speaker (48:57): I was impressed with the speed.

Jimmy (48:59): Go. Go. Hey. One two three four. Oh.

Jimmy (49:02): Oh. Oh. Josh sneaking tack. The sneaking tack is great. I I forgot all about the sneaking tack.

Jimmy (49:08): Julie, I love the thumb work because that really is. Alright. Listen. I think we said it all. I think we got everything.

Jimmy (49:14): Josh, you are a rock star. I love what you're doing at snooze. What is it called against snooze? A. M.

Unknown Speaker (49:19): Eatery?

Unknown Speaker (49:19): Just snooze.

Jimmy (49:20): Just snooze. I love what you're doing at snooze. I love this new the the the reinvented lunch. Right? I like this reinvented lunch.

Jimmy (49:28): When are we gonna get a snooze in New York? Or is that not is that

Unknown Speaker (49:30): a is

Unknown Speaker (49:31): that a bad market

Unknown Speaker (49:31): for you? Well, it's expensive. But Yeah. You know, maybe you guys will be a partner.

Unknown Speaker (49:34): But like diners, there we go. Kind of keeping the market. So I think there's an opportunity. Do know what you think?

Unknown Speaker (49:40): I like it. Yeah.

Unknown Speaker (49:41): And I I do have to thank you again for Thanksgiving. You you hooked with family. Thanks. Nice. You were Yeah.

Unknown Speaker (49:48): It was great. A scholar and a gentleman. I really appreciate it.

Jimmy (49:51): Our pleasure. Jimmy, take us home.

Josh Kern (49:53): Yeah. Josh, first of all, we so appreciate getting to see you out at these conferences, spending some time with you, and love what you're doing with Snooze. Excited to see what the next this next chapter is for this brand. The OG of the breakfast, brunch, and lunch now under the leadership of mister Josh Kerr. Really excited, to see what you do with it.

Josh Kern (50:11): And if anyone gets in touch with, our friend Josh, you can email the podcast team at podcast at branded dot n I c. Waiting for one It happened all the time. We just don't tell them. No. No.

Unknown Speaker (50:22): No.

Jimmy (50:22): We get all these emails about I'd like to be a guest. I'd like to be a guest on ATBS, but we've never gotten anyone to comment. Can't we talk with you? Doesn't So listeners be that first

Unknown Speaker (50:31): guest who who comments.

Unknown Speaker (50:32): I'll give you a $100

Unknown Speaker (50:33): to be the first guest. Go. $100. Josh Kern is giving you a lifetime lifetime snooze

Unknown Speaker (50:39): Gift card.

Unknown Speaker (50:39): Gift

Jimmy (50:40): card. Lifetime snooze gift card.

Unknown Speaker (50:41): The orange card.

Unknown Speaker (50:42): And what's the is it just is it just snooze.com now?

Unknown Speaker (50:45): Snoozeeatery.com.

Jimmy (50:46): Snooze.com. Check it out. Find a location near you. Thank you, Josh. Cheers, everybody.

Jimmy (50:52): Cheers. Thanks, everybody.