Brand Shoutouts
Founded 1997 by Chris Skodras in Pawleys Island, SC. Acquired by WJ Partners in 2018 with Ricky Richardson as CEO. 170+ locations open or in development. #1 ranked breakfast franchise four years running.
By Justin K. Sellers · 8 min read · February 28, 2026
When Chris Skodras opened Eggs Up Grill in Pawleys Island, South Carolina in 1997, he had one goal: serve great breakfast without working 16-hour days.
Skodras came from a restaurant family. His grandfather ran a diner. His father ran a diner. By age 6, Skodras was sweeping parking lots. By 15, he was working the grill.
He knew the business. And he knew what it cost.
So when he and his wife Pat opened their own place, they made one decision that would define the next 30 years: 6 a.m. to 2 p.m. Done. No dinner. No late nights.
That was 1997. One location. A breakfast-and-lunch concept on a barrier island that most people visited once a year.
Twenty-one years later, the brand had grown to 26 locations — slowly, organically, mostly from beachgoers who fell in love with the concept and wanted to bring it to their hometowns.
Then in 2018, WJ Partners — a Spartanburg, South Carolina private equity firm — acquired the brand. They brought in Ricky Richardson, former President and COO of TGI Fridays who'd spent 20+ years scaling 500+ restaurants.
Richardson's first move? He didn't touch the menu. He didn't redesign the stores. He didn't rush expansion.
He sat down with Skodras, the longest-tenured franchisees, and hourly employees for three months and documented what made Eggs Up Grill work.
"We spent a couple of hundred man-hours over about a three-month period getting down on paper what I call the DNA or the soul of the brand." — Ricky Richardson, CEO
The result: a laminated 7x7-inch card that every employee carries.
Seven years later:
- 105 locations open - 190+ locations in development - $1.5M+ AUV for top 50% of locations - 17% EBITDA - 20 consecutive quarters of same-store sales growth - #1 breakfast franchise by Entrepreneur Magazine (four years running)
According to the company, more than 60% of franchise partners own multiple locations.
75% of the 2026 new restaurant pipeline is coming from existing franchisees.
"I've always missed the restaurant franchise business, but I didn't feel the right opportunity had come along until Eggs Up Grill. The breakfast segment is growing and I like the hours and the flexibility it allows." — Ken Bates, Multi-Unit TN Franchisee
Chris Skodras opened the first Eggs Up Grill in Pawleys Island after years of 16-hour days in full-service restaurants. His family had been in the restaurant business for three generations — grandfather and father both operated diners.
According to the founders, the 6 a.m. to 2 p.m. model wasn't a marketing gimmick — it was a quality-of-life decision.
When WJ Partners acquired the brand in 2018, they kept Skodras on to guide franchisees. He still owns and operates the original Pawleys Island location.
Fresh eggs. Hand-cracked. Cooked 14 different ways — over easy, scrambled, poached, Benedict, in an omelet.
Hot-off-the-griddle pancakes. Belgian waffles. French toast. Texas toast buttered and grilled on the flattop.
The Founder's recipe corned beef hash — the same one Skodras learned from his grandfather.
Burgers and melts for lunch. Home fries. Grits. Bacon.
That's it.
No trendy pivots. No menu bloat. Breakfast classics served from 6 a.m. to 2 p.m., seven days a week.
The one addition Richardson made: mimosas. Not because they drive revenue — they make up just 3% of sales. But because first responders and hospital workers finishing overnight shifts wanted a drink with breakfast.
90% of locations now serve alcohol.
It's a similar philosophy to what built Chick-fil-A into a $22.7 billion empire: do one thing well, don't chase trends, and let consistency compound over decades.
For 21 years, Eggs Up Grill grew organically. Skodras opened a few company locations, then started franchising in 2008 — first to his brother, then to friends, then to McDonald's franchisees who'd eaten at the Pawleys Island location.
But Skodras never actively recruited franchisees. The brand grew from word of mouth.
By 2018, Eggs Up Grill had 26 locations across three Southeastern states.
Then WJ Partners stepped in. They'd built Pure Barre from a boutique fitness concept into nearly 500 locations. They saw the same potential in Eggs Up Grill.
In a landscape where private equity acquisitions can strip founder culture, WJ Partners took the opposite approach — preserving the DNA while adding infrastructure.
Richardson's expansion strategy: Stay in the Southeast. Build to 400 units before looking elsewhere. Focus on multi-unit operators who already understand franchising.
The results:
2018: 26 locations
2025: 100+ locations
Early 2026: 105 locations
2025 new openings: 18 total across Georgia, Florida, Tennessee, Texas, Alabama, Virginia, North Carolina, South Carolina.
New market entries: Dallas-Fort Worth (April 2025), Pennsylvania (late 2025/early 2026).
What's coming: 190+ locations in development or committed to open. 75% of those commitments are coming from existing franchisees expanding into new markets.
If you're interested in bringing this concept to your market, connect directly with their franchise development team.
Visit Franchise Page"Wow! Great Breakfast! Veggie omelet, fresh fruit, Avocado! Eggs Benedict Hash! Everything cooked perfectly! Server Erin was fast courteous professional!" — TripAdvisor, Canton, GA (2025)
On the Experience:"The scrambled eggs were prepared perfectly and the bacon had the perfect amount of crisp." — Yelp, Midlothian, VA (2025)
"We finally tried this place for breakfast after at least 3 visits to North Myrtle Beach. After eating breakfast here, I am sorry we waited so long. I had the grand classic — 3 eggs, grits, home fries, sausage, bacon, and toast for only $12.49 — so much food that I took 1/2 back to our condo for breakfast the next day. This definitely will become our go to breakfast spot." — TripAdvisor, North Myrtle Beach
"I love Eggs Benedict at Eggs Up Grill in Florence. But I splurged this last time and got 3 croissant donuts too! Staff very welcoming with a cozy atmosphere." — Yelp (2025+)
"One of my favorite spots in Anderson! You can't go wrong with anything on their menu for breakfast or lunch!" — Yelp (2025+)
Average rating: 4.5 stars across more than 12,000 reviews annually.
Pattern: Customers consistently praise perfectly cooked eggs, crispy bacon, buttery Texas toast, and friendly service. The fresh preparation and consistency across locations drive repeat visits.Thirty years of operation (1997-2027) before aggressive expansion. Twenty-one years under founder ownership before PE acquisition. In our view, most brands rush to franchise — Eggs Up Grill waited until systems were proven.
2. Didn't Break What WorksRichardson spent three months documenting the brand DNA before changing anything. The menu stayed the same. The hours stayed the same. The community focus stayed the same. PE acquisitions can destroy founder culture — this one appears to have preserved it.
3. Single-Shift Economics That Scale6 a.m. to 2 p.m. means no overlapping shifts, no late-night labor chaos, no competing with evening concepts. For operators running pizza or fast-casual dinner brands, Eggs Up Grill fills the daypart gap without cannibalization. Perfect portfolio diversification.
4. Proven Unit EconomicsTop 50% of locations: $1.5M+ AUV at 17% EBITDA. Investment range: $821,600 - $1,141,000. Payback period: 3.2–5.2 years (per QSR Research Hub analysis).
"I believe that breakfast — this type of concept — has extreme growth potential, especially in markets where we're going. With Eggs Up, the economic model is really sound." — Jackson Turner, Multi-Unit SC Franchisee
[LOCKIN] The 17% EBITDA figure that anchors this article's payback analysis comes from Eggs Up Grill franchise materials — not from an independently audited FDD Item 19 disclosure. It reflects top-50% performer performance, not the system median. Before committing $821K–$1.14M, request Item 19 directly from the FDD and ask: Is the 17% figure a median, average, or top-performer benchmark? What is the EBITDA distribution across all operating units? What percentage of franchised locations hit the 17% threshold? The single-shift model and 20 consecutive quarters of same-store sales growth are documented structural advantages — but a seven-figure investment deserves verified unit economics, not franchise marketing figures. [/LOCKIN]
5. Franchisee Confidence SignalMore than 60% of partners own multiple units. 75% of 2026 pipeline from existing franchisees. When operators who know the P&Ls commit to opening more locations, the signal is worth noting.
6. Leadership With Scaling ExperienceRichardson spent 20+ years at TGI Fridays scaling 500+ restaurants. AUV increased 40% from 2019 to 2023. Guest counts rose nearly 20% for top half of restaurants.
7. Corporate Support That Shows Up"It's been helpful to know that the leadership team is only a phone call away. These guys are always on top of any questions I have. It goes a long way in showing what the franchisor is all about, and that the leadership team is in it with us." — Dean Patel, Multi-Unit SC Franchisee
In a market where PE acquisitions are reshaping QSR brand ownership and operator retention drives unit-level results, founder-led brands with proven track records and selective franchising stand apart. Here's what makes Eggs Up Grill different:
The Opportunity:- First-mover advantage in breakfast: Only a handful of breakfast-only concepts scaling nationally. Most competition is from all-day diners (IHOP, Waffle House) or fast-casual hybrids. - Single-shift model: Fills daypart gap for evening concept operators without cannibalization. Pizza, fast-casual dinner, late-night delivery operators can potentially maximize real estate ROI. - Proven unit economics: $1.5M+ AUV for top 50% at 17% EBITDA. The numbers support multi-unit growth. - Cult brand with 30-year history: Not a flash-in-the-pan concept. Proven longevity with loyal customer base. - Rapid expansion trajectory: 190+ committed units with aggressive growth plan shows franchisor commitment. - Experienced leadership: Richardson's TGI Fridays background brings scaling expertise without destroying founder culture.
The Investment:- Total investment: $821,600 - $1,141,000 - Franchise fee: $45,000 - Royalty: 5% - Marketing fee: 2% - Required net worth: $500,000 - Required liquidity: $200,000
Who This Is Built For:Experienced multi-unit, multi-brand operators looking to diversify with a daytime-only concept that complements their existing portfolio. The 75% of pipeline coming from existing franchisees tells you who's betting on this model.
[DEEP_DIVE_CTA url="/article/eggs-up-grill-deep-dive/"] Want the full story? - Real customer challenges (egg preparation consistency, service speed at scale) - Unit economics breakdown: $1.5M AUV vs breakfast competitors - Why single-shift models change multi-unit operator math - Franchise infrastructure gaps as the brand scales past 100 locations - Who this concept is built for (and who should look elsewhere) [/DEEP_DIVE_CTA]
We never ask brands for permission before publishing. Our job is independent analysis, not marketing material. If something in this piece doesn't match your experience — good or bad — that's valuable information for the operator community.
Sponsors get placement, not editorial control. We write what the research shows.
This companion article draws on the same source base as our Eggs Up Grill Deep Dive.
Key limitations remain:
We don't know Eggs Up Grill's unit-level profitability after accounting for all operating costs.Disclosed AUV data shows revenue, but net operator income after labor, food costs, rent, and royalties isn't publicly broken down.
We don't know how Eggs Up Grill's breakfast-only model performs in markets with established breakfast competition (Waffle House, First Watch, IHOP).Expansion into competitive markets may produce different results than performance in legacy Southeast locations.
We don't know WJ Partners' specific growth targets or timeline for Eggs Up Grill.PE ownership typically implies accelerated expansion, but specific development commitments haven't been publicly disclosed.
This article was produced independently. The brand profiled did not participate in, review, or approve this research prior to publication. All claims are sourced from publicly available materials and cited accordingly.
QSR Research Hub is an independent publication. We receive no compensation from any brand featured in our Brand Shoutouts.
QSR Research Hub publishes independent, operator-first analysis — 3,000+ word deep dives with 15-25 cited sources. No vendor spin. No paywall. No pitch disguised as an article. Join a growing network of operators, investors, and suppliers who want real research.
Subscribe to QSR Research Hub1. Multiple sources. Eggs Up Grill founded 1997, Pawleys Island, SC by Chris Skodras. https://www.experiencecolumbiasc.com/listing/eggs-up-grill/18939/
2. HIS Radio. "Eggs Up Grill - Greer SC." Chris Skodras family restaurant background. https://www.hisradio.com/directory/partners/eggs-up-grill/
3. Restaurant Dive. "Franchise spotlight: Eggs Up Grill leans into hot breakfast segment." December 12, 2022. https://www.restaurantdive.com/news/franchise-spotlight-eggs-up-grill-targets-200-units/638446/
4. PR Newswire. "Eggs Up Grill Names Former TGI Fridays U.S. President/COO Ricky Richardson as CEO." July 2, 2018. https://www.prnewswire.com/news-releases/eyeing-growth-eggs-up-grill-names-former-tgi-fridays-us-presidentcoo-ricky-richardson-as-ceo-300675151.html
5. American Recruiters. "2022's Breakout Brand of the Year: Eggs Up Grill Takes Flight." January 15, 2023. https://www.americanrecruiters.com/2023/01/15/2022s-breakout-brand-of-the-year-eggs-up-grill-takes-flight/
6. Eggs Up Grill Corporate. "Eggs Up Grill CEO Emphasizes Profitability During March to 100." November 6, 2024. https://eggsupgrill.com/eggs-up-grill-ceo-emphasizes-profitability-during-march-to-100/
7. PR Newswire / IFA. "Eggs Up Grill Served Up Scale in 2025 with 18 New Restaurant Openings." January 6, 2026. https://www.prnewswire.com/news-releases/eggs-up-grill-served-up-scale-in-2025-with-18-new-restaurant-openings-and-20-consecutive-quarters-of-positive-same-store-sales-302653570.html
8. Eggs Up Grill Franchise Website. "Join the #1 Best Breakfast Franchise." https://eggsupgrillfranchise.com/
9. QSR Research Hub internal research. Chris Skodras still owns/operates original Pawleys Island location (verified via multiple franchise publications).
10. Yelp Cedar Park, TX. "Eggs Up Grill." Menu details, 14 ways to cook eggs. May 25, 2025. https://www.yelp.com/biz/eggs-up-grill-cedar-park-3
11. TripAdvisor Winter Garden, FL. "Eggs Up Grill." Pricing details. https://www.tripadvisor.com/Restaurant_Review-g34745-d23535468-Reviews-Eggs_Up_Grill-Winter_Garden_Florida.html
12. RestaurantNews.com. "Eggs Up Grill Nears 100th Location." July 24, 2025. https://www.restaurantnews.com/eggs-up-grill-nears-100th-location-with-11-openings-new-loyalty-program-and-franchise-growth-leadership-in-2025-072425/
13. The Franchise King. "Eggs Up Grill Franchise Cracks The Dallas-Fort Worth Market." April 7, 2025. https://www.thefranchiseking.com/eggs-up-grill-franchise-dallas-fort-worth
14. IFA. "Eggs Up Grill Builds on Momentum with New Deals and Openings in Q1." May 22, 2025. https://www.franchise.org/2025/05/eggs-up-grill-builds-on-momentum-with-new-deals-and-openings-in-q1/
15. TripAdvisor Canton, GA. "Eggs Up Grill." Customer reviews 2025. https://www.tripadvisor.com/Restaurant_Review-g34817-d23023805-Reviews-Eggs_Up_Grill-Canton_Georgia.html
16. Yelp Midlothian, VA. "Eggs Up Grill." Customer reviews July 2025. https://www.yelp.com/biz/eggs-up-grill-midlothian
17. TripAdvisor North Myrtle Beach. "Eggs Up Grill." https://www.tripadvisor.com/Restaurant_Review-g54371-d9853550-Reviews-Eggs_Up_Grill-North_Myrtle_Beach_South_Carolina.html
18. Yelp. "Eggs Up Grill Reviews - Multiple Locations." Customer reviews 2025-2026. https://www.yelp.com/brands/eggs-up-grill
19. QSR Research Hub analysis. Estimated franchise payback period (3.2–5.2 years) calculated using investment range $821,600–$1,141,000 (FDD Item 7 per Source 8) and 17% EBITDA margin on AUV per franchise materials (Source 8). Net profit range: $221,000 (17% × $1.3M AUV) to $255,000 (17% × $1.5M AUV). Note: 17% EBITDA per Eggs Up Grill franchise materials; actual payback depends on operator performance, market, and real estate type. QSR industry average EBITDA: 6–9%; 17% reflects top-50% performer benchmark.