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A new breakfast restaurant known for its infamous breakfast sandwiches and name — Effin Egg — opened in downtown Naperville in the River District.
The shop, located at 22 E. Chicago Avenue, serves all day breakfast foods from 8 a.m. to 3 p.m. and offers sandwiches, tacos, burritos, bowls and typical breakfast fare from pancakes and waffles to tater tots.
The Florida-based franchise was taken up in Naperville by longtime residents Robert and Jill Watson, who also run two Area51 cupcake bakeries in the city.
“I was out in Florida visiting a friend and checked out this restaurant one morning and thought ‘wow, this is something we need to do,’” Robert Watson said.
Sandwiches include The OG, featuring apple smoked bacon, eggs, cheddar cheese and a signature Mexican sauce on a brioche bun, and Willy’s Brisket Burrito.
The couple said they were excited to switch from cakes and parties to breakfast items. Unlike other fast food restaurants selling pre-made food, Robert said everything at Effin’ Egg is freshly made in front of customers.
“These are really good sandwiches that you can’t get anywhere else,” Watson said. “It’s a different atmosphere going from cakes to giving someone their fuel food to start the day and it feels good.”
Effin’ Egg was founded in 2019 by Jeff Martin, who also runs the nation’s largest cupcake franchise, Smallcakes, which launched the Area51 bakeries.
“Effin Egg is not your grandpa’s breakfast spot, it’s for the person on the go that needs that morning pick me up and a great cup of coffee; it’s for the person that partied way too hard and needs an amazing breakfast sandwich or cheeseburger at noon; it’s for the everyday person wanting quality food on the go,” Martin said in a news release.
The shop also offers a fun atmosphere with its bright yellow storefront and “Let’s Get Crackin’” sign. The store features seating for 10 to 12 people, but the majority of customers take the food to go.
“Our guests enjoy the playfulness of Effin Egg and its fun branding,” Martin said.
Watson said Martin came up with the catchy name.
“It’s a play on words to keep it fun and interesting and not that serious,” Watson said.
The Naperville location is one of seven in the country with plans to open another Illinois location in Northbrook.
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