I'm like I want to change the world! We have the opportunity from a pancake house - how cool is that? Jon and I never woke up every morning like oh yeah, I want to make some pancakes!But Jon is like I want to give a guest a great experience. We think that it is bigger than business. We're very limited on rules and guidelines and those elements of traditional breakfast. Also, the message has always been just be yourself. One of our biggest things was talking to people, making sure they understood hospitality, and that they understood caring. You want to do enough good things for the whole thing to take the right path but it isn't something you can force. You can try to direct it all but you can't really control it. It is that adage of parents who instill values in their kids but at the same instance you can't really direct where they are. How do you sprinkle happiness on a business? We brought a lot of great people in it and it continued to ripple. If there is a secret, any secret, is the people who are there, who work there, who cook there, they are happy. I looked at it more objectively and that made even me wonder what is the deal with it? Everyone is so happy. Years into our business, I moved Australia so I came back a whole year later, I had less of a bias. How did that happen? There is a magnetic energy to certain places and certain areas. There are legions of Snooze believers now, who drank the Snooze magic potion, the Snooze kool-aid. We wanted that kind of individual emotional investment. We loved it that some people made us their spot, where they held court on a morning into the afternoon. And we started to fill seats on a consistent basis. We started to get a little bit of press recognition - some good, some bad. Let's sit down and have those discussions and let's get to know the neighborhood.
SNOOZE EATERY HOW TO
We're big community activists it was that involvement that was suddenly like let's figure out how to talk to the Downtown Denver partnership. But Jon and I lived, ate, breathed Snooze. What clicked? Where did the lines come from? We never did traditional marketing, we never did any of those things. We'd try to bring staff in only when we really needed them to keep our cost down. We had no idea if it ever would or not but we kept grinding and trying our best. It took us well over a year to accomplish that. I hear a lot of people who want to open up a business now and are bewildered that they don't have lines the first day they open. Was it an immediate blockbuster? Not at all. He got married he and his wife lived there for another year. There's a loft above it my brother and I lived above in the loft for the first six months. We had nothing, no money, no collateral, no job with long experience on it.Īnd then it finally happened? Thankfully. Five years of snoozing, getting rejected by banks, getting rejected by investors, having spaces and suddenly then getting the rug pulled out.
But it took years for the concept to become reality. Living back here in a Denver, this idea of breakfast startied to grow as actually something that can happen in our city. He was traveling a lot, spending a lot of time in Chicago and a number of areas that have forward thinking breakfast places. Let me think it over.ĭid the name or the idea of morning strike a chord? The breakfast idea did. So the story goes: he's in bed, wakes, up hits the snooze alarm, goes back to bed hits the snooze alarm again, goes back to bed and on the third time he hits it he's like hmm, that's a really interesting word. It was this thought of how does he do something in a business he actually loves and still try to figure out a way to live a life? He had the restaurant knowledge and experience - he had worked at Sushi Den for a number of years and restaurants all around the city.
How did Snooze come to be? It was my brother's idea. Eater sat down with Adam to discuss Snooze's evolution to a trendsetting chain, their signature style, upcoming restaurants and what keeps the lines long at the breakfast house. Seven others opened in California, Arizona, and Texas, with four additional ones presently in the works. Today, there are three Denver outposts with an extra four in the surrounding area. The bright morning venue grew into something of a phenomenon very quickly. Those plans were quickly scrapped by the brothers who, at the time, lived upstairs from their first restaurant. Snooze was first open starting at 2 a.m., to serve the late night crowds and industry professionals a warm meal after a night of work or partying. The neighborhood was quiet at best, the Schlegels had no breakfast experience, and the initial idea almost broke them. Eatery at 22nd and Larimer Street in April, 2006. Adam and Jon Schlegel opened Snooze, an A.M.
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