Fast. Fresh. Franchise Ready!
Why Egg On A Roll?
How it all started
About Egg On A Roll
Fun. Approachable. Community-First.
The Experience
Fun. Approachable. Community-First.
Affordable comfort food
made with healthy, fresh ingredients.
Local and community
vibes at every location.
Consistent eggcellent service & flavor,
from first bite to last.
History & Growth
The Beginning
In 2023,
Adam opened a small
shop in Minneapolis with
one big idea:
To create a better breakfast
sandwich using soufflé-style eggs
hot, fresh, & unlike anything else.
The Spark
3 months later, the concept was
introduced to Rory—who
immediately saw its potential
to grow.
Rory partnered with Adam to
expand Egg on a Roll into a brand
with big possibilities.
The Growth
From one neighborhood
favorite to 4 thriving corporate
locations, each with a loyal,
community-driven following.
Today, Egg On A Roll is
ready to expand nationally
through franchising.
Market opportunity
$100B+ Breakfast Quick Service Category
One of the fastest-growing segments in food service.
Quick Service Restaurants Industry
The QSR market in the United States is estimated at $447 billion in 2025
→ expected to reach $731 billion by 2029. (Mordor Intelligence)
Digital-First Dining
40–55 % of brands prioritize first-party ordering (app + kiosk) over drive-thru or third-party platforms.
(QUbeyond.com)
45% of fast casual sales now come through digital ordering channels.
(WifiTalents)
Lean & Scalable Models Win
Emerging brands like Dave’s Hot Chicken, Eggslut, etc., show that a digitally driven, limited footprint, highly operationally efficient food concept can scale rapidly.
Customer Demand
Eggs = #1 Protein Consumed
One of the fastest-growing segments in food service.
All-day breakfast demand is surging
Consumers seek elevated comfort food beyond the morning rush.
Craveability + quality matter
Customers are trading up for fresh, premium, portable options.
Competitive Landscape
Big Names & Local Bagel/Donut Shops control the category…
Egg on a Roll Advantage
Always Freshly Made
never reheated, premium
ingredients, prepared on-site.
All-Day Appeal
comfort food that works
morning, noon, and night.
Unique Flavors
crave-worthy sandwiches
designed to be memorable.
Business Model
SMART. SIMPLE. SCALABLE.
Self-Order + Order-Ahead System
Guests order directly through self-order kiosks or mobile app
Orders flow instantly to the kitchen — ready in minutes, served fresh & hot
100 % cashless for a fast, frictionless experience
Lean Staffing
No cashiers needed, team members focus entirely on food prep & guests
2–4 employees per shift keeps labor costs low & operations simple
Low Overhead
Hyper-focused menu ensures consistency, speed, & minimal waste
Compact footprint maximizes throughput while keeping real costs low
All-Day Appeal
Performs beyond breakfast, driving strong lunch, takeout, & catering orders
Core product
Signature Soufflé Egg Sandwiches
Classic
Egg, Choice of Meat,
Cheddar & Signature
Sauce
Cryin’ eggy
Cry Baby Craig’s Spicy
Egg, Bacon, Pepperjack,
Arugula & Garlic Aioli
Chippy Denver
Egg, Ham, Cheddar, Bell
Peppers, Spinach &
Chipotle AioliChipotle Aioli
Additional Revenue
Cettering
Delivery & setup for
corporate meetings, events,
& special occasions
Beverages
Coffee, cold drinks
& grab-and-go options
Bulk orders
Larger sandwich
orders for schools,
offices & events
Merchandise
Branded hoodies,
beanies & lifestyle
Apparelapparel
Our customers
All Ages From 3 To 93
Families, students & professionals
Loyal Guests
Many visit 3–4 times per week
Buying Trends
Catering growing rapidly + customers ordering multiple sandwiches per order for meal prep
Raving Reviews
Leadership
RORY KELLY
CEO & Chairman of the Board
Chief Executive Officer & Chairman of the Board. Rory Kelly founded Egg on a Roll in May 2025 and also serves as Managing Member of Holdco, the company’s parent affiliate. Previously, he spent over a decade as Owner and CEO of Cell Only, a Verizon Wireless retailer based in Sioux Falls, South Dakota. His background includes scaling multi-unit retail concepts and leading growth across regulated industries.
TOM PEPPER
Chief Operating Officer
Tom Pepper has served as COO of Egg on a Roll since its founding in May 2025. He previously owned and operated Josiah’s Coffee House in Sioux Falls, South Dakota (2020–2024). His hands-on experience in hospitality and foodservice drives his focus on guest experience, team leadership, and operational excellence.
Leadership
MICAH ANDERSON
Chief Marketing Officer
Appointed CMO of Egg on a Roll in May 2025, Micah Aberson also serves as CEO of Lawrence & Schiller, a marketing and advertising agency in Sioux Falls, South Dakota. His prior leadership roles include President at Cambria, President at Mammoth Sports Construction, and Executive Vice President at Sanford Health. His cross-industry experience brings a broad perspective on brand building and growth.
NATE MALLOY
VP Franchise Development
Nate Malloy has served as Vice President of Franchise Development at Egg on a Roll since May 2025. He is also Founder and Managing Partner of Vantage360 Franchise Growth Partners and President of Greenbear Equity, LLC. Previously, Nate led Profile by Sanford as CEO and Strategic Advisor and later served as CEO of Profile Plan, LLC. He brings extensive experience in building and scaling franchise systems across multiple industries.
Real Estate
500–1,000 Sq. Ft.
Low build-out cost
All ventless cooking equipment
Simple kitchen layout
Flexible for conversion sites
Full service support:
Market analysis & demographic research
Site selection & lease negotiation support
Architectural design & value engineering
Construction oversight & vendor coordination
Build-out timelines optimized for fast openings
Staffing + Hours
Operating Hours
Open daily: 7 AM – 2 PM
All-day demand — not just breakfast
Staffing Model
1 Manager, 4-6 Egg Slingers
2–4 employees per shift keeps labor costs low & operations simple (mix of full & part time)
2–3 employees on average per day
Low Overhead
Hyper-focused menu ensures consistency, speed, & minimal waste
Compact footprint maximizes throughput while keeping real costs low
Roles & Training
Simple systems → quick onboarding
Staff requires ServSafe certification
Hourly pay: $16–$18 + tips
Ideal Franchisee
Passionate about community & customer experience
Sales-driven, culture-builders
Simple systems, easy to learn
Fun, customer-first, passionate about building something new
Dynamic + Energetic
Owner-Operators
No Restaurant Experience Needed
Values
Ownership Options
Owner-Operator
Franchisee runs day-to-day operations
Manages team, engages with customers & drives culture
Hands-on involvement ensures strong performance
Semi-Absentee
Franchisee hires a manager
Oversees performance part-time (weekly check-ins, reviews, financials)
Ideal for multi-unit growth or portfolio owners
Executive/Investor
Hands-off, focused on ROI & scaling
Leadership team manages operations
Suitable for experienced multi-brand operators
Real Estate
Initial Training
1.5-2 weeks on-site at Sioux Falls or Minneapolis HQ
Hands-on learning: operations, team management, customer service
Guidance on buildout, hiring, & opening prep
On-Site Launch Support
Leadership team (Tom & Rory) present during setup& opening week
Real-time coaching on systems & customer flow
Ongoing Support
Field Visits & Operational Coaching
Marketing Campaigns
(digital, PR, community events)
Profitability & KPI Benchmarking
Vendor Partnerships & Supply Chain Support
Fees + Investment
Site Development Fee: $15,000
Security Deposit and Rent: $2,500 - $11,668
Utility Deposits: $500 - $1,000
Leasehold Improvements: $287,800 - $424,324
Design and Architectural Fees: $6,000 - $14,500
Licenses and Permits: $100 - $2,000
Leasehold Improvements: $210,000 - $265,000
Signage: $5,800 - $18,000
Fixtures, Furniture and Equipment: $85,000 - $110,000
POS/Back Office System: $500 - $5,000
Computer Hardware and Software: $500 - $2,500
Smallwares, Uniforms, and Initial Supplies: $1,500 - $3,000
Professional Services: $3,000 - $5,000
Initial Inventory: $7,500 - $10,000
Insurance: $1,500 - $5,000
Training Expenses: $1,500 - $4,000
Grand Opening Advertising: $5,000 - $10,000
Additional Funds: $10,000 - $30,000
Total: $416,900 - $570,668
Initial Franchise Fee
$60,000
Total Investment Range
$416,900 - $570,668 (includes franchise fee)
Monthly Royalty
6% of gross sales
Marketing Spend
3% of gross sales (1% to brand fund, 2% local marketing)
Ownership Path
Our Franchise Discovery Process is a proven journey designed to help you fully explore and evaluate a franchise opportunity, ensuring it aligns with your goals and sets you up for a successful partnership with the brand.
WEEKS 1–2
WEEKS 3–4
WEEKS 5–6
1
Intro Call (Brand History & Overview)
Provides an overview of the franchise's history, values, and business model, helping potential franchisees understand the brand and its vision.
2
Unit Economics Call & FDD Sent
Review startup costs, earnings potential, and confirm receipt of the FDD.
3
Validation Calls + FDD & Executive Q&A
Candidates connect with current franchisees and join Q&A sessions to address questions about operations, legal details, and leadership.
4
Territory Analysis + Invite to Confirmation Day
Review available markets and attend Confirmation Day to experience the brand firsthand.
5
Confirmation Day
Potential franchisees meet key team members, tour facilities, and finalize their decision to move forward with the opportunity.
6
Franchise Agreement Signed
Signing the Franchise Agreement finalizes the partnership and sets clear terms and expectations for both parties moving forward.
7
Welcome Call
Meet the support team, review next steps, and set onboarding expectations for a smooth launch.
Locations
Egg on a Roll - North Loop
1325 4th Street Southeast
Minneapolis, MN
55414
Egg On a Roll - Sioux Falls
5005 S Western Ave Suite 140
Sioux Falls, SD
57108
Egg On a Roll - NE
945 Broadway Street NE Suite 260
Minneapolis
55414
