In a strategic move that signals ambitious growth plans, Eggs Up Grill has promoted Julie Krupa to Vice President of Real Estate Development. The announcement, made on July 31, 2025, highlights Krupa’s instrumental role in the breakfast franchise’s rapid national expansion and cements her position as a key architect of the brand’s future development strategy.
Leadership That Drives Exponential Growth
Since joining Eggs Up Grill in 2023, Krupa has been the driving force behind the brand’s impressive trajectory. Under her development leadership, the “better breakfast” chain has nearly doubled its footprint across the United States, positioning the company to celebrate its milestone 100th location opening this fall.
“Julie’s vision and leadership have transformed the way we approach development, from introducing innovative prototypes to creating a seamless process that supports franchise partners from site selection through opening day,” said Ricky Richardson, CEO of Eggs Up Grill. “Her impact is felt in every new market we enter, and this promotion reflects the critical role she will continue to play as we cross the 100-location milestone and pursue even greater growth.”
This promotion comes at a pivotal moment for the Spartanburg, South Carolina-based chain, which has emerged as the fastest-growing breakfast restaurant franchise in the country. The brand’s accelerated expansion reflects both consumer demand for approachable, community-focused breakfast concepts and franchise partner confidence in the company’s business model.
A Foundation of Industry Expertise
Krupa brings nearly two decades of franchise real estate and development experience to her expanded role. Before joining Eggs Up Grill, she held leadership positions at prominent restaurant brands including Taco Bell and Torchy’s Tacos, where she developed deep expertise in strategic market planning, site selection, design innovation, and construction management.
This comprehensive background has proven invaluable as she’s guided dozens of Eggs Up Grill franchise partners through successful openings across both established and emerging markets. Her approach combines data-driven decision-making with a nuanced understanding of local market dynamics to identify prime locations for the breakfast brand.
“I’m grateful and honored to be taking on the role of Vice President at Eggs Up Grill,” said Krupa. “I’m looking forward to continuing to work with some of the best franchise partners in the business—their sense of ownership and enthusiasm to grow the Eggs Up Grill brand is what makes this so rewarding.”
Reimagining the Restaurant Development Process
Beyond location selection, Krupa’s impact extends to fundamental aspects of the brand’s operational model. She’s currently spearheading initiatives to enhance Eggs Up Grill’s design and functionality, with a strategic focus on three key areas:
- Operational Efficiency: Streamlining kitchen layouts and workflows to optimize food preparation and service times during peak breakfast and lunch rushes.
- Enhanced Guest Experience: Implementing design elements that strengthen the brand’s neighborhood feel while accommodating evolving consumer preferences for both dine-in and takeout options.
- Franchise Partner Flexibility: Developing prototypes that provide greater adaptability across various real estate footprints, from urban storefronts to suburban end-caps.
“In today’s competitive restaurant market, the development process can make or break a franchise’s expansion plans,” explains Richardson. “Julie’s comprehensive approach—guiding partners from initial market selection through grand opening and beyond—has become a significant competitive advantage for Eggs Up Grill.”
Driving Multi-Unit Growth
Krupa’s promotion aligns with another notable trend in the brand’s expansion: increasing interest from multi-unit operators seeking to diversify their portfolios with a strong breakfast and lunch concept.
The breakfast segment has emerged as particularly attractive for experienced restaurateurs, offering compelling unit economics with lower food costs than dinner-focused concepts, simplified operations with shorter business hours (6 a.m. to 2 p.m.), and reduced staffing complexity compared to full-service restaurants.
Under Krupa’s leadership, Eggs Up Grill has positioned itself as the breakfast segment’s partner of choice for sophisticated multi-unit operators. Her team provides comprehensive support throughout the development process, from market mapping and demographic analysis to lease negotiation assistance and construction oversight.
“The breakfast category continues to show tremendous growth potential,” notes industry analyst Sarah Mitchell of Restaurant Growth Partners. “Concepts like Eggs Up Grill that can provide both a compelling consumer proposition and strong franchisee support systems are particularly well-positioned to capitalize on this trend.”
Strategic Market Expansion
Krupa’s strategic approach to market development has been particularly evident in how the brand has expanded its footprint. Rather than pursuing scattered growth across disconnected markets, she has implemented a clustered development strategy that builds brand density in targeted regions.
This approach offers multiple advantages, including:
- Enhanced brand recognition within specific DMAs (Designated Market Areas)
- Operational efficiencies in distribution and training
- Opportunities for local marketing synergies between neighboring locations
- Stronger franchise partner support networks
“What makes Julie’s contribution particularly valuable is her understanding that successful restaurant development goes far beyond simply signing leases,” explains Richardson. “She approaches each market holistically, considering everything from supply chain logistics to local competitor analysis to ensure our franchise partners are positioned for long-term success.”
The Path Forward: What’s Next for Eggs Up Grill
As Krupa transitions into her expanded role, industry observers are watching closely for signs of the brand’s next phase of growth. Sources close to the company suggest an upcoming announcement that will detail aggressive expansion plans into several new states, potentially doubling the brand’s geographic footprint over the next three years.
Currently operating in the Southeast and Mid-Atlantic regions, Eggs Up Grill appears poised to bring its “neighbors serving neighbors” approach to breakfast and lunch to markets across the Midwest and Southwest.
The company’s development pipeline already includes more than 85 committed locations, with franchise interest accelerating following the brand’s recognition as the No. 1 breakfast franchise by Entrepreneur Magazine’s Franchise 500® for four consecutive years.
“What makes Eggs Up Grill particularly interesting from a development perspective is their ability to succeed in diverse markets,” notes commercial real estate broker James Thompson of Retail Solutions. “Their model works equally well in suburban power centers, neighborhood strip centers, and even some urban locations, giving them flexibility as they enter new regions.”
Industry Implications and Broader Trends
Krupa’s promotion also reflects broader trends reshaping restaurant development in 2025. With increasing competition for prime real estate locations, brands are placing greater emphasis on sophisticated development strategies and leadership.
Several key factors have made the real estate development function increasingly critical for growing restaurant brands:
- Rising construction costs demanding more precise site selection and ROI analysis
- Evolving consumer behaviors requiring adaptable store designs that accommodate dine-in, takeout, and delivery
- Post-pandemic retail landscape shifts creating both challenges and opportunities in commercial real estate
- Technology integration necessitating thoughtful design considerations from the earliest planning stages
“The days of gut-feel real estate decisions are long gone in the restaurant industry,” explains Dr. Robert Chen, Professor of Restaurant Management at Cornell University. “Today’s most successful concepts are approaching development with sophisticated analytics, prototype innovation, and a long-term strategic vision—exactly the approach Ms. Krupa appears to be implementing at Eggs Up Grill.”
Looking Ahead: The Future of Breakfast
As Eggs Up Grill approaches its 100th location milestone under Krupa’s real estate leadership, the brand is well-positioned to capitalize on continued consumer interest in breakfast and brunch occasions. Industry data suggests the breakfast segment will remain one of the restaurant industry’s growth drivers through 2026, with consumer spending on morning meals projected to increase by 7.2% annually.
Known for serving up smiles from sunup through lunch, Eggs Up Grill offers a menu featuring omelets, breakfast sandwiches, burgers, bowls, and mimosas, creating a versatile destination for families, professionals, and weekend brunchers alike. This broad appeal, combined with operating hours from 6 a.m. to 2 p.m., has proven attractive to both consumers and franchise partners.
For restaurant operators interested in breakfast segment opportunities, Eggs Up Grill continues actively seeking motivated entrepreneurs across the country. Whether seasoned multi-unit operators or first-time business owners, the brand’s comprehensive development support—now enhanced under Krupa’s leadership—provides a blueprint for success in the growing breakfast category.
To learn more about franchising opportunities with Eggs Up Grill, visit https://eggsupgrillfranchise.com/ or explore their menu and locations at https://eggsupgrill.com/.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine’s “Top 40 Under 40” for founding American Wholesale Floral. Politz is also the founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
