Growth
The Friendly Toast against its category
The biggest tracked US breakfast & brunch cafes by card spend, with year-over-year growth of category share. Share means a chain's slice of tracked category spend. It can decline while the chain's own sales grow. The chart tracks The Friendly Toast's share of the category quarter by quarter, indexed to 2024 Q4 = 100.
| # | Chain | YoY share |
|---|---|---|
| 1 | First Watch | +3.1% |
| 2 | The Original Pancake House | +7.0% |
| 3 | Another Broken Egg Cafe | -6.8% |
| 4 | Eggs Up Grill | +13.4% |
| 5 | Biscuitville | -7.5% |
| 6 | Snooze, an A.M. Eatery | -2.8% |
| 7 | The Toasted Yolk Cafe | +3.2% |
| 8 | Keke's Breakfast Cafe | - |
| 9 | Milk & Honey Southern Inspired Kitchen | - |
| 10 | Milk & Honey | +1.0% |
| 95 | The Friendly Toast | -6.6% |
Share of tracked category spend, indexed
Store footprint
Store map
13 tracked The Friendly Toast locations across 5 US states. Massachusetts, New Hampshire, and Connecticut hold 85% of them.
Tracked stores by state
- Massachusetts 7
- New Hampshire 3
- Connecticut 1
- Maine 1
- Vermont 1
Customer overlap
Who shops at The Friendly Toast
Tracked chains The Friendly Toast customers also buy from more than a similarly active shopper would, indexed to the strongest overlap (100). From real card transactions.
More trends