Snooze, An A.M. Eatery, began in 2006 when brothers Jon and Adam Schlegel opened the first location in Denver, Colorado. The company has grown to include over 50 restaurants in 10 states that are all corporately owned, Hensley said.
Hensley has worked in the restaurant industry for 20 years and has been with Snooze for the last three years. In that time, he has helped open six stores across two states, including the new Frisco location.
“We really think that [Frisco] is a wonderful spot for us to start making [a] change through our breakfast,” Hensley said.
The restaurant’s soft opening weekend, held Oct. 8-9, featured events that raised over $7,000 combined for area nonprofit organizations Frisco FastPacs and Hugs Cafe. The company holds annual events, such as Pancake Day, Bacon Day and more, that benefit local nonprofits.
“The goal of Snooze is to really give back to our communities, to give back to our planet and be able to spread that impact as much as we possibly can,” Hensley said.
The development process for opening new Snooze locations has included input and contributions from people at all levels of the Snooze organization as well as hiring 50 new employees. Now that the restaurant is open, the focus is on bringing the Snooze experience found at every other location to a new community, Hensley said.
“Consistency [across locations] is going to create that craveability,” Hensley said.
The restaurant offers an elevated brunch experience with an emphasis on environment and vibe, Hensley said. The menu includes pancakes, eggs Benedicts, French toast, plant-based breakfast dishes and more. Hensley said he often indulges in his favorite dish, the habanero pork belly benny with hashbrowns, which is $15.25.
Seasonal menus are introduced to feature new flavors and refine menu items as needed, Hensley said. The restaurant also offers a full bar with a variety of curated cocktails and mimosas to pair with brunch dishes, according to its website.
The company has strict ingredient quality standards and created the Snooze Approved Food standards to ensure dishes have ingredients that meet company standards. Some of the requirements for food served at Snooze include no added hormones, no high-fructose corn syrup and the use of sustainable agricultural practices, according to its website.
“We have to be able to ensure that there are certain items that don’t come into this restaurant ... whatever is not good for your body or not good for the planet,“ Hensley said.
The restaurant uses sustainable practices, such as recycling and composting as well as using only to-go containers made from recycled materials. Snooze is working toward having zero emissions companywide by 2025, Hensley said.
The company has expansion plans, which include opening multiple locations in various states before the end of the year, including a new Plano location.
Snooze, An A.M. Eatery
9169 Dallas Parkway, Ste. 120, Frisco
469-830-9650
www.snoozeeatery.com
Hours: Mon.-Fri. 6:30 a.m.-2:30 p.m., Sat.-Sun. 6:30 a.m.-4 p.m.
