Over Easy Restaurants

What Over Easy Restaurants does

Over Easy Restaurants is a privately held, full-service breakfast, brunch, and lunch restaurant chain founded in 2008 by Chef Aaron May in Phoenix, Arizona. The company operates 20 company-owned locations — 19 across the Phoenix metropolitan area and northern Arizona (Phoenix, Scottsdale, Chandler, Gilbert, Mesa, Glendale, Peoria, Tempe, Queen Creek, Goodyear, Buckeye, Surprise, Flagstaff) plus its first out-of-state unit in Sioux Falls, South Dakota opened in June 2026. Each location serves a made-from-scratch menu of American breakfast and brunch staples (omelets, Benedicts, pancakes, French toast, signature items such as Banana Nut French Toast and Chicken & Waffle) alongside a full bar with brunch cocktails, mimosas, beer, and wine. Hours of operation are 6:30 AM to 2 PM daily.

The company operates a direct-to-consumer model with dine-in, takeout, and catering. Revenue is generated primarily through in-restaurant transactions, supplemented by online ordering through a proprietary mobile app (iOS and Android) powered by Incentivio, a Toast Tab-backed digital waitlist that sends SMS notifications, and full-service B2B catering distributed through the ezCater marketplace. Supporting digital infrastructure includes an OpenTable integration for reservations and the Easy Eggstras loyalty program, which lets customers earn 2 points per dollar spent and redeem them for free menu items (125 points = free coffee; 1,000 points = $50 off). Digital gift cards are sold through the app and website, and promotional offers (e.g., $10 bonus card with $50 gift card purchase during Christmas in July) drive incremental traffic. The company also operates a Social Hour promotion (12 PM–2 PM Monday–Friday) featuring $12 lunch items and discounted cocktails to drive weekday volume.

The business model is asset-heavy and geographically concentrated: all locations are company-owned (no franchising disclosed), with revenues driven by transaction count, average check, and repeat frequency. The customer base is overwhelmingly individual consumers and families, with corporate catering representing a secondary channel. Over Easy has built brand equity through Food Network features (Diners, Drive-Ins & Dives with Guy Fieri; Top 10 Brunch episode, June 2026), editorial coverage in Bon Appétit, and a Top 50 Emerging Brands designation from Restaurant Business Online's Future 50 in 2025. The company is co-owned by founders Brian Terpay and Jared Field alongside chef-founder Aaron May, has pledged $500,000 to Phoenix Children's Foundation, and operates without disclosed external private equity or venture capital funding.

Name

Over Easy Restaurants

Legal name

Over Easy

Website

https://eatatovereasy.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

51–100 employees

Short description

Over Easy Restaurants is a privately held, company-owned breakfast, brunch, and lunch chain founded in 2008 in Phoenix, Arizona, operating 20 locations across Arizona and Sioux Falls, South Dakota, with a made-from-scratch menu, proprietary mobile app and loyalty program, and B2B catering via ezCater.

Ownership category

akta.pro rank

Product category

Casual Dining Restaurants

NAICS

Full-Service Restaurants (722511), Limited-Service Restaurants (722513), Restaurants and Other Eating Places (72251)

SIC

Retail-Eating & Drinking Places (5810), Retail-Eating Places (5812)

akta.pro primary industry

Breakfast & Brunch Fast Casual (THAFABAL)

akta.pro secondary industry

Casual Dining Restaurants (THAFACAB)

Keywords

• Breakfast brunch restaurant
• Casual dining chain
• Catering services
• Mobile ordering app
• Loyalty rewards program

Headquarters

HQ city

Scottsdale

HQ country

United States

HQ region

North America

Offices21 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Dine-in Restaurant Sales: Revenue from full-service breakfast, brunch, and lunch dining with table service. Includes alcoholic beverages (cocktails, mimosas, beer, wine) and non-alcoholic beverages. Open daily 6:30 AM - 2 PM.
2. Online Ordering (Takeout): Revenue from takeout orders placed through website and mobile app for customer pickup
3. Catering Services: Full-service catering through ezCater platform for office breakfasts, events, and group brunches. Menu includes breakfast items, sandwiches, wraps, salads, sides, and beverages. Minimum 10 guests for most items.
4. Gift Cards: Digital and physical gift cards sold through mobile app and website

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Over Easy is a full-service breakfast, brunch, and lunch restaurant chain serving made-from-scratch American morning-daypart cuisine across 20 company-owned locations in Arizona and South Dakota. Its offering centers on dine-in service with a full bar (including brunch cocktails), complemented by online takeout ordering through its website/mobile app, digital waitlist management, group catering through ezCater, gift card sales, and the Easy Eggstras loyalty rewards program.

Product overview

Over Easy is a breakfast, brunch, and lunch restaurant chain founded by Chef Aaron May in 2008, now operating 19 locations across Arizona plus one in Sioux Falls, South Dakota. The core product is a full-service restaurant experience featuring made-from-scratch American breakfast and brunch cuisine, complemented by a digital ecosystem that includes a mobile app (iOS/Android) with ordering, waitlist, and loyalty (Easy Eggstras) functionality, plus catering services through ezCater. The menu centers on classics like omelets, Benedicts, pancakes, and French toast, with signature items featured on Food Network's Diners, Drive-Ins & Dives. The restaurant experience includes dine-in seating, outdoor patios, a full bar with brunch cocktails, and family-friendly amenities.

Differentiator

Problem solved

Functional benefit

Brands

• Easy Eggstras: Loyalty rewards program where customers earn 2 points per $1 spent and can redeem for free food items, beverages, and discounts.

Products and services

• Dine-In Restaurant Experience Full-service breakfast, brunch, and lunch restaurant experience served 6:30 AM to 2 PM daily across 20 company-owned locations in Arizona and Sioux Falls, SD. Includes made-from-scratch menu items, indoor seating, outdoor patios at select locations, a full bar with brunch cocktails, family-friendly amenities including kids menus, and accessibility accommodations. Customers typically join a digital waitlist via web or app and receive an SMS when their table is ready.
• Catering Service Full-service catering for corporate breakfasts, team brunches, office meetings, and group events, ordered through the ezCater marketplace. Menu includes breakfast staples (burritos, sandwiches, French toast, parfaits, biscuits & gravy, high-protein bowls), sandwiches and wraps, salads, sides, and beverages. Most items have a 10-person minimum; delivery is available with a $50 minimum order and a $30+ delivery fee in the Phoenix area. Orders accepted Monday through Sunday from 7:30 AM to 2 PM.
• Gift Cards Digital and physical gift cards sold through the Over Easy mobile app and website, allowing customers to share the restaurant experience with friends and family. Promotional bonus-card offers are periodically available (e.g., a $10 bonus card with a $50 gift card purchase during Christmas in July 2026).
• Easy Eggstras Loyalty Rewards Program Free-to-join loyalty program where customers earn 2 points per $1 spent at Over Easy. Points are redeemable for free items at specified tiers: 125 points = free coffee, 200 points = free OJ, 500 points = free Banana Nut French Toast, 1000 points = $50 off. Members receive a $5 birthday discount, exclusive insider discounts, and access to in-app offers via the mobile app. Points expire after 365 days of inactivity.
• Over Easy Mobile App Custom iOS and Android mobile application that lets customers join waitlists, order takeout, browse menus, manage gift cards, track Easy Eggstras rewards points, receive birthday perks, and access exclusive app-only offers. The app also powers the Toast Tab–backed digital waitlist with SMS notifications and integrates with Incentivio for online ordering. Available on the Apple App Store (ID 6743064777) and Google Play (com.ce.android.brand.overeasy).

Quantifiable outcome

• 19 locations across Arizona and Sioux Falls as of 2026
• +3 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

One partnership is on record.

• ezCatercoreChannel Partner/ Reseller/ DistributorOver Easy partners with ezCater for catering order management and delivery logistics. Customers can order catering through the ezCater platform Monday through Sunday from 7:30 AM to 2 PM. ezCater handles order processing and provides delivery infrastructure for corporate breakfasts and events.

Scale indicators6 records

Recent moves10 records

Expansion highlights5 records

Broad incumbents

• Denny's: National 24/7 diner chain with core breakfast daypart, comparable menu items (pancakes, omelettes, skillets), and value pricing — broad incumbent competing for same breakfast/brunch occasion.
• IHOP: Iconic national breakfast chain (~1,600 locations) with broad all-day breakfast and family dining — competes directly for the same brunch occasions as Over Easy but at much lower price point and broader daypart.

Regional players

• Toasted Owl Café: Arizona-based independent breakfast/brunch/lunch café chain with full bar and scratch menu — directly comparable regional competitor in Over Easy's core Phoenix metro market.
• Eggs Inc: Regional Arizona-focused breakfast/brunch chain with multiple Phoenix-area locations — directly comparable local competitor with similar menu approach and target customer.
• The Breakfast Club: Single-location New York breakfast/brunch concept with cult following, scratch menu, and bar service — comparable culinary brand energy but operates in a different geography than Over Easy.

Direct peers

• Another Broken Egg Café: U.S. breakfast/brunch/lunch franchise (~75 locations) with full bar and scratch cooking, comparable in daypart, menu positioning, and customer demographics to Over Easy.
• Black Bear Diner: Family-casual breakfast/lunch/dinner chain (~150+ locations) with strong breakfast daypart, scratch menu, and community/giving brand positioning — overlaps meaningfully with Over Easy on menu and core customer.
• Snooze, an A.M. Eatery: Breakfast and brunch concept (~70 locations) with scratch-made menu, creative pancake/French toast offerings, boozy brunch cocktails, and similar 'energized modern' branding — most direct peer on menu style, vibe, and price point.
• First Watch: Largest U.S. daytime café chain (600+ locations) specializing in breakfast, brunch, and lunch with made-to-order cooking, scratch menu, and bar service — directly comparable daypart, menu architecture, and target customer to Over Easy.

Emerging players

• Hash House A Go Go: Mid-sized breakfast/brunch concept known for 'twisted' farm-fresh comfort food and oversized portions — comparable chef-driven, scratch-made positioning with similar creative menu twists to Over Easy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/eatatovereasy
• Instagraminstagram.com/eatatovereasy
• TikToktiktok.com/@eatatovereasy
• LinkedInlinkedin.com/company/eatatovereasy

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Over Easy Restaurants