Markets 
Einstein Bros. Bagels is betting big on breakfast.
The Colorado-based bagel chain announced plans last week to open more than 300 new bakeries across the U.S. by 2030, a major nationwide expansion aimed at capturing growing demand in the breakfast category.
The company, which describes itself as America’s largest retail bagel chain, currently operates more than 700 locations and plans to surpass 1,000 in the next four years.
“Americans have voted with their mornings, and the data is clear: Bagels are winning,” Jessica DePetro, CEO of Einstein Bros. Bagels, said in a statement. “That momentum gives us tremendous confidence in our ability to bring Einstein Bros. to more communities, serve more guests and continue to define the future of the bagel category.”
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The expansion will be powered by Einstein Bros.’ new “Elevate the Morning” store prototype, which is designed to help the brand scale faster while prioritizing speed, freshness and the in-store experience, according to the company.
Einstein Bros. said the new design combines upgraded finishes, a neighborhood feel and an easier layout, with the fresh-baked case positioned at the front and center.
“We’ve spent years perfecting a highly scalable store model that delivers fresh, high-quality breakfast with the convenience today’s guests expect, and now we’re accelerating that model across the country,” DePetro added.
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The new bakeries will offer Einstein Bros.’ full menu, including fresh-baked bagels, egg sandwiches, handcrafted coffee, cold brew and catering options.
Einstein Bros. said the push comes as the U.S. bagel category reaches $5.8 billion in annual market value and grows at roughly 5% per year.
The chain currently bakes more than 150 million bagels annually.
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The company said younger consumers are helping fuel that momentum. Among Einstein Bros. rewards members, customers under 35 drove a 22% year-over-year increase in store visits.
“At Einstein Bros., we see bagels differently,” Jessica Serrano, chief marketing officer at Einstein Bros. Bagels, said in a statement. “Beyond breakfast, they’re a ritual and, for a growing generation of guests, a daily habit.”
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