But while they are facing an uphill battle, it’s not hopeless, Dunlop says. “Working in the favor of some of these smaller chains is that customers always want to try new things,” he says. “They really want that aspect of customization and individuality. That's really tough to get at the plug-and-play, multi-thousand store chain. So there's definitely a niche for it.”, is building his business on.
Ben Richter's Wake & Late specializes in breakfast burritos for all different types of diners, from meat-lovers to vegan and gluten-free customers. His restaurant partners with specialty coffee company Lamill to brew hot and iced coffees, iced lattes, matcha, chai and freshly squeezed orange juice in-house.“I would honestly say there are no fast-casual breakfast startups. I can't even count them on one hand,” he says. “We operate at a crazy speed.
Unlike Keefe, Richter is firmly against franchising. He plans to open at least three more California locations in 2022, hoping to operate roughly 30 Wake & Lates in the state in the next few years. Despite the success of his fellow Under 30 alumni from Sweetgreen, Richter says he’s not sure if a public debut is best for his startup.
“I don't have expectations like that for us. If it happens, then great. I'm always going to shoot for the stars, I'm always going to push things as far as they can go,” he says. “But I'm just focused on great products, and if that takes us to an IPO one day, then that’s awesome.”
Anything by under 30s is not worth listening to. Won't last. They live on fads, invent the worst ones, add nothing to economic wealth.
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