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New boss likes Another Broken Egg’s growth prospects


The chief executive post at Another Broken Egg Café is a fun change for Paul Macaluso, who said he resigned as CEO at Krystal to join an emerging brand.

Krystal is an “amazing legacy brand, 87 years old, with an incredible team and following,” he said in early December, just a couple of weeks into his new job.

“This is very different,” he said about the Atlanta-based breakfast-and-brunch concept that’s open from 7 a.m. to 2 p.m. and still does $1.5 million in average unit volumes at 68 restaurants, seven of them company-owned. “This is a brand that started in 1996. It’s a young brand, emerging, a growing day part.”

The challenge reminds him most of his time as president at McAlister’s Deli. “It was around 380 restaurants when I joined and I grew it to about 440 in that 18 months,” he said.

Getting started at a new brand is familiar to him by now. “I’ve done it a few times now so I have a little bit of practice. A lot of it is immersion in the brand from every side. I’ve read about the marketing strategies. I’ve read about all of our consumer research, so I can understand who our consumer is,” he said.

“I’m having calls with all of our existing franchisees. I ask: tell me about why you joined the brand, what we’re doing well and how can we do better.”

Macaluso is the first permanent CEO since the founder, Ron Green, sold to The Beekman Group in 2017. Green remains on the board.

Paul Macaluso

Paul Macaluso

Items getting his immediate attention, he said, are “things we haven’t fully leveraged that are consumer trends. Online ordering, third-party delivery; these things have been trending … that we can help drive the top line.”

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Send news of promotions and new hires in franchising to Callie Evergreen, cevergreen@franchisetimes.com.

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