Wild Eggs: Redefining the Modern Brunch Experience

Wild Eggs is a modern restaurant concept specializing in breakfast, brunch, and lunch, with its roots in Louisville, Kentucky, where it was established in 2007. Created by JD Rothberg and Shane Hall, the brand quickly built a strong following thanks to its inventive, chef-inspired menu and high-quality espresso selections.

The company entered a new chapter in January 2023 when it was acquired by a private equity firm—an investment move aimed at accelerating growth and streamlining operations across locations.

Wild Eggs stands out in the competitive brunch space by focusing on culinary creativity and exceptional quality. Its menu showcases imaginative takes on classic dishes, alongside a full-service espresso bar, offering guests a fresh alternative to conventional breakfast dining.

Training

Wild Eggs provides a comprehensive multi-phase training program to ensure franchisees and their teams are fully prepared to operate their restaurant successfully. The training offerings include the following programs:

1. Initial Management Training Program: This consists of approximately 3 weeks of training at a corporate location and up to 19 days of on-site opening assistance. It is required for the franchisee and up to three manager-level employees. Any additional attendees (up to two more) may be accommodated for a fee.
2. Pre-Opening and Opening Support: Wild Eggs provides two corporate representatives for around 19 days to assist with setup, staff training, and the actual opening period. The franchisor covers their travel, food, and lodging costs.
3. Ongoing Advisory Support: After the initial training, Wild Eggs offers continuing advisory assistance, refresher courses, and additional management training as needed. These may include virtual seminars, in-person sessions, and on-site consultations at the franchisee's expense.
4. Hourly Employee Training Support: Additional optional training resources may be provided at the franchise location specifically for hourly employees, with costs determined by Wild Eggs.
5. Additional Training Upon Request: Franchisees may request further training, which the franchisor will provide at the franchisee’s cost, including all travel and accommodation expenses.
6. Mandatory Follow-Up Training: Wild Eggs reserves the right to require further training for new managers or employees and to discontinue training for any individual not meeting standards, requiring the franchisee to find a suitable replacement.

Territory Protection

Wild Eggs provides franchisees with a defined “Protected Area” within which they are authorized to operate their restaurant. This area is typically delineated as a 3-mile radius around the restaurant (or three city blocks for downtown locations), and is established using ZIP codes, city limits, or geographical landmarks. The franchisor commits not to license or operate another Wild Eggs restaurant in this area as long as the franchisee remains in compliance with the agreement.

However, this territory protection comes with important limitations. Wild Eggs reserves the right to operate or allow others to operate within certain high-traffic “Complex” zones like airports, malls, hospitals, and universities, even if they fall within a franchisee’s Protected Area.

Additionally, Wild Eggs may engage in alternative distribution methods, including online sales or placing its products in grocery outlets, which are not restricted by the territorial protections.