![]() It took us well over a year to accomplish that. I hear a lot of people who want to open up a business now and are bewildered that they don't have lines the first day they open. Was it an immediate blockbuster? Not at all. He got married he and his wife lived there for another year. There's a loft above it my brother and I lived above in the loft for the first six months. We had nothing, no money, no collateral, no job with long experience on it.Īnd then it finally happened? Thankfully. Five years of snoozing, getting rejected by banks, getting rejected by investors, having spaces and suddenly then getting the rug pulled out. But it took years for the concept to become reality. Living back here in a Denver, this idea of breakfast startied to grow as actually something that can happen in our city. He was traveling a lot, spending a lot of time in Chicago and a number of areas that have forward thinking breakfast places. Let me think it over.ĭid the name or the idea of morning strike a chord? The breakfast idea did. So the story goes: he's in bed, wakes, up hits the snooze alarm, goes back to bed hits the snooze alarm again, goes back to bed and on the third time he hits it he's like hmm, that's a really interesting word. It was this thought of how does he do something in a business he actually loves and still try to figure out a way to live a life? He had the restaurant knowledge and experience - he had worked at Sushi Den for a number of years and restaurants all around the city. How did Snooze come to be? It was my brother's idea. Eater sat down with Adam to discuss Snooze's evolution to a trendsetting chain, their signature style, upcoming restaurants and what keeps the lines long at the breakfast house. Seven others opened in California, Arizona, and Texas, with four additional ones presently in the works. Today, there are three Denver outposts with an extra four in the surrounding area. The bright morning venue grew into something of a phenomenon very quickly. Those plans were quickly scrapped by the brothers who, at the time, lived upstairs from their first restaurant. ![]() Snooze was first open starting at 2 a.m., to serve the late night crowds and industry professionals a warm meal after a night of work or partying. The neighborhood was quiet at best, the Schlegels had no breakfast experience, and the initial idea almost broke them. Eatery at 22nd and Larimer Street in April, 2006. Adam and Jon Schlegel opened Snooze, an A.M.
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