Reawakening a beloved breakfast pioneer with a modernized brand identity and renewed cultural energy.

Weekday sales were slipping and the breakfast category was softening, revealing how rapid expansion had blurred the moxie and renegade culinary spirit that once made Snooze magnetic. Exploration with guests, team members, and culture grounded in LifeDrivers® provided a deeper understanding of what Snooze meant to people. Segmentation and need state analysis revealed a desire for connection, community, and the joyful energy the brand was known for. These insights shaped a revitalized positioning and expression that brought Snooze’s maverick hospitality and culinary ingenuity forward across menu innovation, brand identity, communications, and in-restaurant experience. 

Press coverage and social engagement spiked following launch, reintroducing Snooze as a sought-after destination for daytime dining, attracting a new generation of guests, and restoring momentum across the week.