Eggs Up Grill Case Study:

Eggs Up Grill Reaches Its 100th Location

Opportunity

After four years of rapid expansion that nearly doubled its footprint, Eggs Up Grill, a rapidly growing breakfast, brunch, and lunch brand, was preparing to open its 100th restaurant — a milestone moment in the brand’s evolution. This growth was fueled by consistent positive guest counts, a 40% increase in average restaurant volumes, and strong same-store sales performance as the brand approached its 19th consecutive quarter of growth. The 100th opening presented an opportunity to celebrate the brand’s momentum, spotlight its franchise success story, and position Eggs Up Grill as a thriving, multi-unit growth opportunity for prospective franchisees. Franchise owners benefit from a proven business model with multiple revenue streams, the ability to participate in national accounts, and access to a network of fellow franchisees who share expertise and best practices.

Insights

To maximize the moment, it was essential to elevate the milestone beyond a single announcement and turn it into a platform for sustained storytelling. Eggs Up Grill’s continued growth was not only a reflection of strong operations and franchisee performance but also of its community impact – themes that would resonate with both media and potential franchise owners. A layered communications approach would be key to reinforcing the brand’s credibility across multiple audiences, from local consumers to national trade and business press.

Approach

Thunderly’s integrated strategy was designed to amplify the milestone across public relations, content creation, and social media. The campaign included professional video and photography production, multiple press releases and advisories, and a robust digital content rollout.
  • Content Creation: Planning began in June 2025, followed by a full video and photo shoot in Spartanburg, South Carolina, in August 2025. This content became the foundation for press, social, and franchise development storytelling.
  • PR Rollout:
    • August: A “state-of-the-union” release teased the upcoming milestone while highlighting recent growth.
    • September: The official “Now Open” announcement named Kingsport, Tennessee, as the 100th location and previewed the upcoming grand opening.
    • September: CEO Ricky Richardson published a LinkedIn article amplifying coverage and reinforcing brand messaging.
    • September: Local media and influencer alerts invited community participation in the grand opening celebration.
    • Additional ongoing outreach around executive hires and new openings ensured Eggs Up Grill remained consistently visible throughout the campaign.
  • Media Strategy: A tiered approach prioritized an exclusive with a major outlet, national trade and business coverage, local press for Kingsport, and targeted influencer partnerships. The team also began planning for an on-site grand opening with live media opportunities.

Results

The campaign successfully transformed Eggs Up Grill’s 100th location into a sustained brand moment rather than a single-day announcement. Through coordinated storytelling and multimedia activation, the milestone was amplified across national, local, and digital channels. Through strategic storytelling, media relations, and digital engagement, Thunderly helped Eggs Up Grill turn its 100th restaurant opening into a powerful brand-building milestone — celebrating its growth today while setting the stage for tomorrow’s expansion.