Growth
Morning Glory 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 Morning Glory's share of the category quarter by quarter, indexed to 2024 Q4 = 100.
| # | Chain | YoY share |
|---|---|---|
| 1 |
F
First Watch
|
+3.0% |
| 2 |
T
The Original Pancake House
|
+7.1% |
| 3 |
A
Another Broken Egg Cafe
|
-6.8% |
| 4 |
E
Eggs Up Grill
|
+14.3% |
| 5 |
B
Biscuitville
|
-6.7% |
| 6 |
S
Snooze, an A.M. Eatery
|
-1.1% |
| 7 |
T
The Toasted Yolk Cafe
|
+3.6% |
| 8 |
K
Keke's Breakfast Cafe
|
- |
| 9 |
M
Milk & Honey Southern Inspired Kitchen
|
- |
| 10 |
E
Eggspectation
|
+8.3% |
| 77 | M Morning Glory | -8.1% |
Share of tracked category spend, indexed
Store footprint
Store map
13 tracked Morning Glory locations across 6 US states.
Customer overlap
Who shops at Morning Glory
Tracked chains Morning Glory customers also buy from more than a similarly active shopper would, indexed to the strongest overlap (100). From real card transactions.
P
Pappagallos
100
P
Patrick AFB Commissary
80
Patrick AFB Commissary
80
A
Ashland Food Co-op
73
C
Cadillac Cove
71
L
Long Doggers
56
Long Doggers
56
C
Coasters Pub & Biergarten
53
A
Aloha Pet and Bird Hospital
44
C
Carniceria Del Valle
38
B
Born & Raised
33
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