John Currence’s Big Bad Breakfast to Expand Across the South | Eater
"Launched in Oxford about a decade ago by James Beard Award-winning chef John Currence as a celebration of "the forgotten meal," this concept concentrates on classic breakfast staples—pancakes, egg skillets, biscuits and popular egg sandwiches—and even spawned a cookbook in 2016. It has been the only concept from the chef’s group to expand, growing to locations including Birmingham, Inlet Beach (which incorporates Gulf seafood), and Homewood (which sources doughnuts from a local shop), with additional openings planned in Florence and Charleston. Early expansion was partly partner-driven, but future growth will follow a deliberate "band" strategy radiating from Birmingham and Oxford, seeking capable local partners and tailoring each site to community ingredients and businesses. The brand targets a slightly more hip, quality-focused clientele (think Whole Foods shoppers willing to pay for provenance), sees breakfast as an under-served market with room to grow even in larger cities, and views the main obstacle as changing customers’ habits enough to get them up earlier for an egg plate." - Monica Burton
