Rise & Dine in Addison closes; chain re-emerges as Sunny Street Cafe

by Teresa Gubbins

The small Ohio-based breakfast-and-lunch-only chain known as Rise & Dine has changed its name to Sunny Street Cafe, and closed the branch in Addison. Meanwhile, two branches have opened in the mid-cities, with another possibly opening next year in Fort Worth.

Here's the quote:

"As we prepare for our next stage of development, we want to ensure that our brand is well-positioned for long-term growth," said Joe Deavenport, chief operating officer of Rise & Dine™ Restaurants. "Our consumer research tells us that Rise & Dine™ generally connotes breakfast to most people. This means our brand must communicate clearly to consumers that our concept specializes in lunch just as much as breakfast."

The transition to Sunny Street Cafe will occur gradually, allowing time for customers to understand the change. The new website, www.sunnystreetcafe.com, is live; the full conversion will take place during the first half of 2010. All new restaurants in the U.S. and Canada will open with the new name.

The mid-cities branches are in Richland Hills, which has been open nearly two years, and Haltom City, which opened three months ago.

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Anonymous

James Scott, says:

"Our consumer research tells us that Rise & Dine™ generally connotes breakfast to most people."

Hmmm, not that you really need a research study to figure that out, but wouldn't you think they might have conducted that survey before basing a corporation around the name?

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2 months ago
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OEsophagus, says:

Million dollar idea: The Breakfast & Lunch Cafe.

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2 months ago
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Nancy Nichols, says:

Seriously? Rise & Dine didn't do it, so they're going with Sunny Street Cafe? Do you get lawn furniture with your eggs? That is one of the silliest quotes ever. Thanks, TG. You're a peach.