In addition to its fresh ingredients that are made into meals in-house every single day, the brand actively takes steps to work the latest food trends into its menu to appeal to its loyal customer base while engaging a new audience.

When it comes to serving better breakfast and brunch, it’s clear that there’s one brand to beat: Famous Toastery. The North Carolina-based restaurant concept is at the forefront of the booming restaurant industry, and is showing no signs of slowing down. However, its success and position as an industry leader isn’t an accident. Famous Toastery continues to outshine the competition because it’s proactively taking steps to enhance its menu.

At its core, Famous Toastery’s menu is committed to being fresh. Every item that the brand serves is made in-house every single day—Famous Toastery even flies in lobster to all of its locations to ensure that its high standards for excellence are upheld. But it’s not just fresh food that sets Famous Toastery apart. The brand also goes above and beyond to stay on top of the latest food trends to ensure that its appealing to the widest base of consumers possible.

Famous Toastery recently introduced gluten-free wraps to its menu, for example, and is already seeing incredible success. The brand also rolled out an updated drink menu for its guests, which includes a new wine list and food pairing options for its guests. And the decision to switch up its cocktail options comes with a charitable initiative, as well—Famous Toastery is now serving Gold Star Vodka, which donates $2 from every bottle sold to families who lost a loved one while serving in the armed forces or to veterans who are in need of support after returning home from duty with physical or emotional scars.

“We’re always on the lookout for ways that we can upgrade our menu. While there are fan favorite items that will always be a part of Famous Toastery’s DNA, there’s always room to take on a new trend and find a way to fit it into our system,” said Robert Maynard, Famous Toastery’s founder and CEO. “Giving back to the local communities that we call home is also a top priority for us, so any time that we can incorporate a charitable initiative into our menu, we jump at the chance. And all of the changes that we’ve implemented across our system over the past year have been met with positive feedback from our customers, so it’s clear that we’re doing something right.”

In addition to adding new menu items to its lineup, Famous Toastery is also upgrading its menu by capitalizing on overarching food trends. One trend that the brand has paid close attention to over the past few years is health and wellness—more people are checking to see the nutritional value of their food before they eat it than ever before. That’s why Famous Toastery is now working with new suppliers to add health-conscious items to its menu.

“I’ve been working with a local entrepreneur in North Carolina who started a nut butter company called Abby’s Better Nut Butter. We’re starting to introduce her products in our restaurants to provide our customers with something more than traditional peanut butter and jelly. And because her products are all natural and boast a clean label, it allows us to tap into the growing demand for more health-conscious menu options,” said Maynard.  “We’re also breaking into the health food segment by introducing juices to our lineup. Customers can now enjoy a different vegetable juice every day when they stop in for breakfast, brunch or lunch.”

Even as Famous Toastery continues to enhance its menu through a commitment to innovation, the brand plans to stay true to its better breakfast roots. There’s a reason that Famous Toastery has established a loyal following across its entire system, and the brand is planning to prioritize that relationship in the months and years ahead.

“From our first corporate restaurant to our 30th location that’s expected to open its doors by the end of the year, our customers have always been our top priority. We want to provide them with the best breakfast experience possible, from the food that they’re served to the service that they receive. That’s not something we’re planning to change, no matter how many new recipes we test out in our kitchen,” said Maynard. “It’s all about finding the right balance of traditional and trendy, and we’re confident that we’ll continue to ride that line to stay relevant to consumers.”