While Snooze, an AM Eatery may still be an under-the-radar restaurant chain for much of the country, the innovative breakfast and brunch brand is steadily growing. With 31% systemwide sales growth last year, Snooze was named one of NRN’s Next Gen restaurant brands to watch in 2019.

But as the Denver, Colo.-based restaurant gets ready to open its 40th location by the end of the year, Snooze is looking to sharpen its image with a restaurant rebrand. Snooze chief marketing officer Andrew Jaffe discusses the restaurant’s new campaign — “breakfast but different” — along with what makes their breakfast brand stand out from the morning meal crowd.

“It provides Snooze with a platform to talk about all the things that makes our brand experience so unique and distinct,” Jaffe says.

Among those unique brand bullet points are their rigorously-adhered-to list of “Snooze-approved” ingredients, their sense of corporate social responsibility, and community outreach.

Jaffe also discusses their sustainability that goals that continue to be a major part of the fabric of their company, as outlined in Snooze’s first-ever public Changemakers Report: an ad campaign that pulls the curtain back on some of Snooze’s environmentally friendly initiatives.

“It goes back to focusing on anything we can do that makes a little bit of a difference,” Jaffe said.

To hear more about how Snooze is becoming a breakthrough brand, click on our Extra Serving podcast.