Snooze
Snooze is a privately held, Denver-founded breakfast and brunch restaurant chain operating 44 locations across 10 U.S. states, serving creative pancakes, Benedicts, and craft cocktails to individual diners, group events, and corporate catering clients, with PE backing from Brentwood Associates.
- Company typePrivate
- Founded2006
- HeadquartersDenver, United States
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
What Snooze does
Snooze Import Export LLC, operating as Snooze, an A.M. Eatery, is a privately held breakfast and brunch restaurant chain founded in 2006 and headquartered at 3001 Brighton Blvd Suite 303, Denver, Colorado. As of May 2025 the company operates 44 company-owned restaurants across 10 U.S. states — Arizona, California, Colorado, Georgia, Kansas, Missouri, Nevada, North Carolina, Tennessee, and Texas — serving a creative menu of pancakes, Benedicts, omelets, sandwiches, and craft cocktails during breakfast and brunch dayparts. Menu entrees typically range from $13.75 to $17.95, anchored by signature items such as pineapple upside-down pancakes and responsibly sourced, cage-free egg-based dishes.
The company's technology stack is built on standard restaurant SaaS infrastructure rather than proprietary platforms: Toast for point-of-sale and payment processing, OLO for direct online ordering and pickup/delivery, Punchh for the MySnooze Bennyfits loyalty program, Buyatab for gift card fulfillment, EZ Cater for catering orders, Stripe for online payments, Yelp Waitlist for reservation management, and Trabon for merchandise commerce. The mobile app (iOS App Store id1531043058) integrates loyalty enrollment, online ordering, and waitlist features. Snooze notably does not list third-party delivery aggregators (DoorDash, Uber Eats, Postmates, GrubHub) among its channels, preserving margin and customer data ownership.
Snooze generates revenue through five primary streams: in-restaurant dine-in service, direct online ordering for pickup and delivery, corporate and event catering, reloadable gift card sales, and branded merchandise via SnoozeSwag. Private event hosting for after-hours group functions represents a secondary revenue line. The company is backed by private equity firm Brentwood Associates (lead investor in the 2020 round alongside Alliance Consumer Growth and Stripes), with prior rounds led by Stripes (2016) and Weston Presidio Capital (2012). Management includes CEO David Birzon, Founder Jon Schlegel (active as 'The Host'), CFO Bill Long, and CMO Andrew Jaffe. In April 2025, Snooze announced a strategic partnership with Hapbee Technologies to retail wellness products in select locations and online, marking its first material diversification beyond food service revenue.
Snooze firmographics
Firmographics- Name
- Snooze
- Legal name
- Snooze Import Export LLC
- Website
- https://snoozeeatery.com
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Snooze is a privately held, Denver-founded breakfast and brunch restaurant chain operating 44 locations across 10 U.S. states, serving creative pancakes, Benedicts, and craft cocktails to individual diners, group events, and corporate catering clients, with PE backing from Brentwood Associates.
- Ownership category
- akta.pro rank
Snooze industry classification
Industry- Product category
- Breakfast and Brunch Restaurant Services
- NAICS
- Full-Service Restaurants (722511), Caterers (722320)
- SIC
- Retail-Eating & Drinking Places (5810), Retail-Eating Places (5812)
- akta.pro primary industry
- Breakfast & Brunch Fast Casual (THAFABAL)
- akta.pro secondary industry
- All-Day Dining Restaurants (THAFACAJ)
Keywords
Where Snooze is headquartered
LocationHeadquarters
- HQ city
- Denver
- HQ country
- United States
- HQ region
- North America
Offices23 records
Markets served
Snooze business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- In-Restaurant Dining: Revenue from dine-in breakfast and brunch meals including signature dishes like benedicts, pancakes, omelets, and cocktails. Served during specific hours (typically 6:30am-2:30pm weekdays, extended weekend hours).
- Online Ordering and Delivery: Revenue from direct online food orders placed via website and mobile app for pickup and delivery, excluding third-party delivery services like DoorDash, Uber Eats, Postmates, and GrubHub.
- Catering Services: Corporate and event catering including individual box meals and full catering packages for offices and events.
- Gift Cards: Sale of physical and digital gift cards through website and in-restaurant locations. Gift cards are reloadable and never expire.
- Loyalty Program Revenue: Indirect revenue driver through loyalty program that incentivizes repeat visits and higher spend per visit. Members earn Jacks for every dollar spent on qualifying purchases.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Classic Breakfast Items |
| Subscription | Monthly | MySnooze Bennyfits Loyalty Program |
| One time/ perpetual license | Pay-as-you-go | Gift Cards |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Snooze product offering
Product offeringCore offering
Snooze operates a breakfast and brunch restaurant chain serving creative spins on breakfast classics (e.g., benedicts, pancakes, omelets, breakfast cocktails) using responsibly sourced ingredients at company-owned locations across 10 U.S. states. Beyond dine-in service, the chain offers direct online ordering for pickup and delivery, corporate and event catering, a tiered loyalty program (MySnooze Bennyfits), gift cards, and branded merchandise.
Product overview
Snooze is a breakfast and brunch restaurant chain offering a unified dining experience across dine-in locations. The core product is the restaurant dining experience featuring a diverse menu of breakfast items including pancakes, Benedicts, omelets, sandwiches, and cocktails. The company operates a direct online ordering platform for pickup and delivery, supplemented by catering services for events and offices. Supporting the core dining experience is the MySnooze Bennyfits loyalty program with tiered rewards (Bronze, Silver, Gold), gift card products, branded merchandise (SnoozeSwag), and private event hosting services. All offerings are accessible through an integrated mobile application for iOS devices.
Differentiator
Problem solved
Functional benefit
Brands
- MySnooze Bennyfits: Loyalty rewards program where members earn Jacks for every dollar spent on qualified purchases
Products and services
- Snooze Restaurant (Dine-In) Full-service breakfast and brunch restaurant offering a diverse menu including pancakes, Benedicts, omelets, sandwiches, cocktails, and coffee, with dine-in service and waitlist management.
- Online Ordering and Delivery Direct online ordering system for food pickup and delivery, accessible via the Snooze website and mobile app, integrating with third-party delivery platforms.
- Catering Services Breakfast and brunch catering service offering individual box meals and catering packages for offices and events, providing hot, sweet, savory, and caffeinated options.
- MySnooze Bennyfits Loyalty Program Loyalty rewards program allowing members to earn Jacks (100 Jacks per dollar spent) redeemable for free pancakes, sides, beverages, Snooze swag, and exclusive offers. Includes tier status (Bronze, Silver, Gold) with progressive benefits.
- Gift Cards Digital e-gift cards and physical gift cards available for purchase, reloadable and redeemable for in-restaurant or online food and beverage purchases.
- Snooze Merchandise (SnoozeSwag) Branded merchandise store offering Snooze apparel and accessories including coffee, trucker hats, t-shirts, mugs, and cups, available for purchase online.
- Private Events (After-Hours) Private after-hours event hosting service for birthday parties, rehearsal dinners, company celebrations, and other events, offering breakfast favorites, full bar options, and catering services for events between 5 PM-10 PM.
- Snooze Mobile App Mobile application for iOS devices enabling online ordering, loyalty program access, waitlist joining, and account management.
Quantifiable outcome
- Over 8 years of National Pancake Day donations to local gardens
- +1 more outcomes
Companies that use Snooze
Customer profileSegments3 records
Ideal customer profiles3 records
Snooze technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration15 records
Feature3 records
Snooze partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Hapbee TechnologiesminorStrategic partnership to integrate Hapbee's wellness product line—including Sleep Pad, Neckband, and upcoming Immersive Mattress Topper—into Snooze's retail locations and online store. Launch began in Q2 2025 at select stores to expand experiential retail footprint and validate in-person trial as a conversion catalyst.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Snooze competitors and assessment
Company assessmentDirect peers
- Black Bear Diner: Black Bear Diner operates 150+ locations across 14+ states with a breakfast-heavy menu served all day, featuring hearty comfort food and community-neighborhood positioning. Comparable in multi-daypart breakfast focus and expansion strategy.
- First Watch Restaurant Group: First Watch is the largest breakfast/brunch-focused fast-casual chain in the US with ~600 locations, offering a similar daytime-focused breakfast/brunch concept with elevated menu items. It is the most directly comparable peer given identical daypart focus, comparable price points, and similar expansion-stage profile.
- Another Broken Egg Cafe: Another Broken Egg Cafe is a breakfast/brunch-focused fast-casual chain with ~100+ locations emphasizing chef-driven breakfast items, craft cocktails, and elevated dining experiences. Highly comparable to Snooze in menu positioning, cocktail program, and target customer demographic.
- Eggs Up Grill: Eggs Up Grill is a breakfast/brunch-focused fast-casual franchise with 60+ locations primarily in the Southeast US, offering similar community-neighborhood positioning and breakfast-focused menu. Comparable in scale and growth-stage profile.
- Hash House A Go Go: Hash House A Go Go is an upscale breakfast/brunch chain known for oversized portions and creative menu items, with locations across multiple states. Directly comparable to Snooze in creative menu differentiation and elevated brunch positioning.
Broad incumbents
- IHOP: IHOP is one of the largest breakfast-focused chains in the US with ~1,800 locations, offering a broader all-day breakfast menu at lower price points. Represents broader competitive context for the breakfast category though differentiated by scale and value positioning.
- Denny's: Denny's operates ~1,500 locations across the US with 24/7 breakfast availability, representing a broader incumbent in the breakfast category. Comparable in breakfast focus though differentiated by 24-hour operations and value positioning.
Regional players
- The Original Pancake House: The Original Pancake House is a regional breakfast chain with 100+ locations primarily in the Midwest and West, emphasizing traditional pancake-focused breakfast. Comparable in breakfast specialization and neighborhood gathering spot positioning.
Others
- Fleming's Prime Steakhouse: Owned by parent company Bloomin' Brands alongside Outback Steakhouse, Fleming's represents a higher-end restaurant concept. Listed as an adjacent peer rather than direct competitor given different daypart and price positioning.
Emerging players
- Sunny Street Cafe: Sunny Street Cafe is an emerging breakfast/brunch-focused fast-casual concept with ~30 locations primarily in the Midwest and Southeast. Comparable in concept positioning though smaller in scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Snooze social profiles
Digital presenceSnooze financial estimates
Financial estimateRevenue estimate
Valuation estimate
Snooze leadership team
Management profileNumber of profiles
Profiles4 records
Snooze funding detail
Funding detailFunding overview
Funding rounds3 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Snooze M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Snooze
What does Snooze do?
Snooze operates a breakfast and brunch restaurant chain serving creative spins on breakfast classics (e.g., benedicts, pancakes, omelets, breakfast cocktails) using responsibly sourced ingredients at company-owned locations across 10 U.S. states. Beyond dine-in service, the chain offers direct online ordering for pickup and delivery, corporate and event catering, a tiered loyalty program (MySnooze Bennyfits), gift cards, and branded merchandise.
Is Snooze a public or private company?
Snooze is a private company. It is classified as private equity controlled and is currently operating.
When was Snooze founded?
Snooze was founded in 2006. It employs 1,001 to 5,000 people.
Where is Snooze based?
Snooze is headquartered in Denver, United States, in the North America region.
How does Snooze make money?
Five revenue lines are on record. In-Restaurant Dining is the primary driver. The others are online Ordering and Delivery, catering Services, gift Cards and loyalty Program Revenue.
Who are Snooze's main competitors?
Direct peers on record are Black Bear Diner, First Watch Restaurant Group, Another Broken Egg Cafe, Eggs Up Grill and Hash House A Go Go. Broad incumbents are IHOP and Denny's. The Original Pancake House is listed as a regional player. Fleming's Prime Steakhouse is listed as an others. Sunny Street Cafe is listed as an emerging player.
Does Snooze have an API?
No public API is recorded for Snooze.
What industry is Snooze in?
Snooze's product category is Breakfast and Brunch Restaurant Services. Its primary akta.pro industry code is THAFABAL, Breakfast & Brunch Fast Casual, with a secondary code of THAFACAJ, All-Day Dining Restaurants. Its NAICS code is 722511 and its SIC code is 5810.