American diners love protein, breakfast all day and speed. And Denver chef and restaurateur Troy Guard is planning to grow a concept that strikes all three chords.
It’s a concept from Sweden.
Guard’s TAG Restaurant Group is a joint partner with the founders of Eggs Included, which is abbreviated as Eggs Inc., a fast-casual restaurant founded in 2019 in Stockholm.
On the menu are eggs every which way. There are egg sandwiches, variations on eggs Benedict, pizza with a crust that is 100% eggs and egg bites (in the style of Starbucks) with various dipping sauces, for example.
Founders Glenn and Elisabet Eriksson said the idea is really to capture the growing interest in breakfast and brunch, but extend it through dinner. And, like Americans, consumers in Europe are also crazy for protein, and eggs are one of the most versatile sources of it in the food world.
“We took an egg and made it real fast food and suitable for all hours during the day,” said Glenn Eriksson.
Glenn and Elisabet Eriksson. | Photo courtesy of Eggs Inc.
In Sweden, Eggs Inc. has an order-at-the-counter model, with about half of sales coming through the app or kiosks in the restaurant. The Erikssons have designed a kitchen made for speed, but without the need for a hood or grease traps, making the concept flexible for small format or non-traditional locations.
Guard, whose restaurant group is known for concepts like Los Chingones, Guard and Grace, Bubu and Hashtag, was introduced to Eggs Inc. by former NHL player Peter Forsberg, a native of Sweden who played for the Colorado Avalanche.
Forsberg first saw the potential for the U.S. and brought it to Guard. Now Forsberg is an investor, along with Larimer Square developers Jeff Hermanson and John Zakhem.
Guard said he actually didn’t think Eggs Inc. sounded that interesting at first. But then he went to Sweden and met with the Erikssons, who he said had clearly spent time and money developing a concept designed for growth that operated very efficiently.
“They can kick out huge numbers in a short amount of time,” he said.
Sandwiches or "buns" are a best seller in Sweden. | Photo courtesy of Eggs Inc.
Elisabet Eriksson also has a strong background starting and growing brands.
In 1996, she founded a coffeehouse chain called Espresso House, which has been dubbed the Starbucks of Sweden, and has close to 500 units. Espresso House was acquired by the conglomerate JAB, which also owns Panera Bread, Einstein Bros. Bagels, Caribou Coffee and more, and Eriksson sold her final stake in 2015.
As they develop Eggs Inc. in the U.S., Guard plans to work on the menu a bit to appeal to an American audience. Here, the eggs will come from Vital Farms, a supplier known for pasture-raised eggs and ethically produced products.
The eggs are more expensive, but also higher in quality, and with eggs at the core of the menu, Guard said, “You’ll want to spend a few cents more for it. We want to differentiate ourselves.”
An American version of the décor is also in the works. In Stockholm, Eggs Inc. is heavily pink. “To make you happy,” said Elisabet Eriksson.
It certainly stands out, notes Guard, but it’s not clear if the American version will be quite so pink.
Eggs Inc. offers a pizza with the crust that is 100% eggs. | Photo courtesy of Eggs Inc.
The group is planning a series of pop-ups at TAG venues to build brand awareness. The goal is to open two brick-and-mortar locations in Denver this year, with another two to three next year.
Then the Erikssons plan to launch franchising.
Denver has a long history as a birthplace for fast-casual brands, including Chipotle, Qdoba, Garbanzo, Noodles & Company, Quiznos and Smashburger.
Guard said he sees the potential for more than 2,500 Eggs Inc. in time—or perhaps a strategic buyer might take the brand on for growth.
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