By Melissa Dowling PROFILE ||||||

SNOOZE GETS BACK INTO GROWTH MODE

The Mad Men-esque days of the three-Martini lunch may have fallen out of favor , but the breakfast Bloody Mary and mid-morning Mimosa are going strong . At least that ’ s what Snooze An A . M . Eatery is finding .

Visit one of the Denver-based chain ’ s 45 restaurants during the week — say , at 10 a . m . on a Tuesday — and “ you ’ d be surprised to see the folks enjoying a Mimosa or Bloody Mary with their breakfast ,” says its chief marketing officer Andrew Jaffe .

Part of that is the rise of the gig economy work force . Many people no longer hold traditional Monday-through-Friday , nine-to-five jobs , Jaffe notes . They ’ re working different , often quirky hours , “ and we ’ re seeing a lot of those folks during the week .”

It also helps that Snooze often locates its restaurants near hospitals , where people work odd hours and sometimes pull all-night shifts . “ For them , ‘ after work ’ may be seven or eight in the morning , so they ’ re having that downtime at Snooze with friends and coworkers ,” Jaffe says .

Consumers in general are seeking breaks from the norm — they want experiences , Jaffe says . Although Snooze typically serves breakfast and brunch daily from 6:30 a . m . until 2:30 p . m ., the chain provides a lively ambience with retro

ABOUT 10 % TO 15 % OF SNOOZE ’ S OVERALL SALES COME FROM BEVERAGE ALCOHOL : “ WE TAKE OUR BEVERAGE INNOVATION JUST AS SERIOUSLY AS WE TAKE OUR FOOD INNOVATION .”

– Snooze chief marketing officer Andrew Jaffe

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