Danny and Earl McPherson have big plans for their Wilmington-based Brunches concept.
After opening the first restaurant in Mayfaire in late 2019,they added a second location on Randall Parkway, across the street from The Flying Machine Brewery, in May 2020.
Two more locations – in Cary and at The Pointe in Wilmington -- are “signed and done,” Danny McPherson said. And the brothers are negotiating space for two additional area locations.
“We want to get to 50 by 2025,” Danny said.
He admits it’s a challenging goal, but one that’s still achievable – especially with their brunch-seven-days-a-week concept. But the Wrightsville Beach restaurant where it first started is in limbo and currently listed online as permanently closed.
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The brothers bought King Neptune in 2012. That restaurant at 11 N. Lumina Ave. first opened in 1946, which makes it one of New Hanover County’s oldest restaurants. The McPherson brothers updated the space and opened adining room servingbreakfast, lunch, dinnerand co*cktails on one side andThe Pirate Bar on the other.
The addition of breakfast and brunch there was the start of Brunches, he said.
"With the pandemic, Brunches flourished, and at Neptune's, we had a harder time," Danny said.
They considered making it another Brunches location.
“But King Neptuneis King Neptune. It needs to be King Neptune," he said.
Now the brothers and property owner Reggie Barnes are working out what that will look like.
"We are going through the process right now so that it can continue for the next 70 years," McPherson said. "That may be us and it may be someone else."
"It's not actively for sale... but there will be changes coming," he said.
Meanwhile, the brothers want to focus on Brunches.And, if you listen to restaurant industry experts, they are on awinning path.
The breakfastrestaurant segment is set to bring in more than $11 billion this year. According to a report from NPD Group market research firm, 30% of diners now consider breakfast to be a destination meal, compared to two years ago. It’s also an expanding segment of the industry and expected to grow 5% annually over the next five years.
It’s a good business model, too, since food and labor costs can be lower for breakfast items.
“I think we are fortunate to be doing this at the right time,” McPhersonsaid.
Bruncheshas succeeded, even in what hecalls a competitive local market for morning eats that includes restaurants likeCast Iron Kitchen, Eternal Sunshine Café, Sweet n Savory, Goody Goody Omelet House, Boathouse Restaurant, White Front Breakfast House,Saltworks andmore.
“Wilmington has more boutique breakfast options than most of the big cities I’m looking at,” he said.
On top of that, there are chains like First Watch, Famous Toastery, and even the growing Vicious Biscuits.
But for Brunches, McPherson said it's a different kind of experience.
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“We are not the quick-service breakfast,” he said. “We are not the in-and-out place.”
In an industry that is leaning into drive-thru, delivery and fast meals, Brunches is banking on more leisurely dining,no matter the day of the week. Their website, mimosasmademedoit.com, also promotes that feeling of fun.
“I’m excited about breakfast and lunch trend," he said."I think the pandemic definitely brought a work-from-home mentality. And we see a lot of people on weekdays coming in with their laptops, coming in for business meetings, not in a hurry like they used to be. I believe we have a new trend, where people aren’t just waiting to go out until after.”
To help create that experience for diners, the brothers say they depend on their employees, around 32 of them at each location.
“We are trying to builda corporate culture that provides a corporate ladder in the company," he said.
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The company doesn’t have managers, but servers and cooks canbecome leaders at a location and get profit sharing opportunities. The restaurants also close at 3 p.m., so staff can work a daytime schedule that allows for more time for family and a social life.
Making Brunches anattractive working environment is essential to their growth, he said.
“In order to open 50 locations by 2025, I’m going to need a great staff. And I’m going to need help from people I don’t even know yet,” hesaid.
Some of those employees will be working at the Brunches in Cary and The Pointe, whichare slated to open this summer. McPherson is looking next to Hampstead and Leland.
“By the end of next year, we will have at least four or five locations in Raleigh," he said. "We are already starting to explore Greenville, in North and South Carolina, Charlotte, Richmond, Va."
While theMcPhersons are planning on franchising the concept eventually, all of these locations are being planned as corporate partnerships.
As far as King Neptune, McPherson said the plan was to always reopen for the spring and summer season.
“But now it’s that time,” he said."It will be here. It's lasted every hurricane over the last 70 years, and will last more. But who will be captaining the ship, I don't know."
Allison Ballard is the food and dining reporter at the StarNews. You can reach her at aballard@gannett.com.
