You may have heard the phrase “squeeze in,” or perhaps have said it yourself now and then, to express the desire to have someone join you at your table. There’s a magical connection created when being told there’s always room for one more, and that is the vibe that Squeeze Restaurant Group is built upon.
Since 1974, in Truckee, California, Eggheads everywhere (the moniker lovingly given to Squeeze In loyal eaters) have grown to expect extraordinary experiences, alongside generous portions and eccentric decor, all packaged in tight spaces. The first location measured a modest 10 feet wide by 62 feet long, transforming a literal hallway into an energetic, community-driven breakfast nook.
It wasn’t until 2004, when the Young family took over the store, that the brand began spreading its culture of radical kindness to other areas. Today, Squeeze In operates eight locations throughout California, Nevada, and Texas, with additional locations scheduled to open later this year. Alongside the eclectic decor, guests will notice several space and alien-related items, with a key focus on one green alien guy in particular. While he doesn’t have a name, he plays a key role in the brand’s storytelling and has a curious backstory.
“My grandfather made these wooden aliens as yard decorations. And so our family always had green aliens in our front yards,” says Kay Young, co-owner and vice president of sales and marketing for Squeeze In Restaurant Group. “Our tagline is ‘best omelets on the planet.’ When we took over the first location, this skier came in and wrote ‘best omelets in the universe’ on the wall. And then we were like, ‘Oh, we’ve got to bring the alien in here because he’s here to say this. It’s official.” Ever since seeing that scrawled note on the walls of their Truckee location, the family took it as a sign to commit to the alien aesthetic.
HQ: Reno, Nevada
UNITS: 8
FOUNDERS: Kay Young & Shila Morris
CUISINE TYPE: Brunch
While the corporate headquarters is now based in Reno, Nevada, every location maintains a signature, fiery orange-to-yellow wall gradient, along with a funky collection of knick-knacks on the walls and in surrounding areas, like the first location. It’s a space where guests are encouraged to sign the walls, making them a permanent part of the brand’s atmosphere.
Franchisees are encouraged to explore aesthetics that fit their community’s personality. This freedom has led to some intriguing decor choices, including a full-sized “Jurassic Park” dinosaur prop that guards the patio at the restaurant in Fernley, Nevada.
Managing a growing brand requires a functional foundation, and for Squeeze In, that foundation is built on a strong sisterly bond. Young works alongside her sister, Shila Morris, co-owner of Squeeze In, in what they call a “sister conglomerate,” where they own additional businesses beyond their brunch spaces. They’ve defied the old adage about not going into business with family by stressing a functional relationship over all else.
Their secret to remaining aligned and sane? “French Fry Fridays.” Every week, the pair meets at a different Squeeze In location to review financials and corporate strategy while sharing a plate of crispy fries. Once they have finished their work, they shift to their roles as sisters and best friends, discussing family and life. This fusion of professional ambition and sisterly rapport has allowed them to scale from a single-unit family cafe to a growing franchise with a vision of reaching 100 units within the next decade.
While many in the industry are scrambling to find staff, Squeeze In has experienced a turnover rate of just 34 percent, an impressive metric compared to the 50-55 percent industry average. This solidity isn’t accidental; it’s the result of a culture that puts affection and warmth at the heart of its operations.
The brand’s five core values are Live to Serve, Show the Love, Provide an Experience, Celebrate to Elevate, and Grow. One example of these values in practice is how Young implemented a policy of paying the team for their 30-minute lunch breaks and covering the total cost of their meals. By removing the monetary burden of taking a break, the brand has eliminated workplace tension and built a clear sense of loyalty.
To grow, you have to be willing to evaluate your operations and determine efficiency opportunities. In 2021, amid a labor crisis, Squeeze In made the bold move to downsize its menu from 70 items to 45 compelling dishes.
Legendary items like the Racy Tracy Omelet (which was featured on Food Network’s “Throwdown with Bobby Flay”), the G Breakfast Sandwich, and the workhorse breakfast burritos remain top favorites. The brand’s breakfast potatoes are a reason in themselves to visit. The process takes a full 24 hours, involving boiling, parboiling, 24 hours of cooling, and hand-chopping into one-inch squares before hitting the fryer for that perfect tender-yet-crispy finish. Additionally, cinnamon rolls have become a popular shareable appetizer, helping increase overall check size.
Squeeze In is an emphatically alcohol-forward brand, with Young explaining that, “You can’t drink all day unless you start in the morning.” Double-digit alcohol sales prove the brand has established itself as a place where guests can relax with a few rounds of mimosas, bloody marys, or specialty cocktails—though perhaps best known for its 12-ounce heavy pour mimosas, providing guests with a generous serving that takes their dollar further.
“A breakfast brand with basically a full bar isn’t something that we see all of the time,” says Young.
The brand is also looking to attract sober-curious Gen Z brunchers, making sure to explore different NA beverage styles that are just as fun as their alcoholic counterparts. While Squeeze In has always offered mocktails, recommending substitutions of champagne for sparkling water or Sprite, the team is currently expanding their NA category with more creative options. It’s important to the Young family that all diners can clink their glasses with friends and family, regardless of alcohol percentage.
Marketing a brand with a fun attitude requires keeping ahead of digital trends. In April 2024, Squeeze In migrated its Eggheads’ loyalty program, which has been running in some form since 2008, to the Thanx platform. “When we were deciding on a loyalty platform, it was all about, ‘How are we going to communicate with guests in the way that they want to be communicated with?’” says Young.
Through guest feedback, the brand discovered that most guests preferred in-app communication since many were already familiar with that format. When it came to in-store connection, Young wanted to make sure the experience was frictionless, which is why an integrated credit card point tracking system became important. The program now nurtures 95,000 email subscribers and 17,000 active app users who continuously engage with the brand.
The most intriguing component of the loyalty program is its “Skip the Line Pass.” In a sector where it’s not uncommon for weekend wait times to hit upwards of 90 minutes, allowing regulars to trade stars for a VIP next table experience has helped the brand increase guest engagement. It provides high-value guest satisfaction without costing the company a cent in food discounts. “It’s a way for us to create additional relationships for the people who are with us,” says Young. “They reward us with their business, so it makes sense that we would reward them right back.”
On the social side, the brand has abandoned finely curated influencer content for organic hilarity. After a focus group suggested they stop trying to look perfect, Squeeze In pivoted towards TikTok and Instagram Reels featuring staff in silly, relatable situations. One unpolished point-of-view video recently garnered 25,000 views in just four days, reiterating that originality beats polish.
With eight locations currently thriving and two more on the horizon, including a new spot in Midtown Reno and a bold entry into San Antonio, Texas, Squeeze In is prepared for explosive growth.
The long-term goal is to reach 100 units nationwide, but the present focus is on hitting the 20-unit mark, which they view as the tipping point for brand scalability. By finding franchise partners who were originally guests, many of whom fell in love with the alien and the omelets while on vacation, they are making sure that their culture travels as much as their recipes do.
Squeeze In is proving that by staying scrappy, staying weird, and staying focused on humans of all kinds, you can make an impact, one omelet and mimosa at a time. Squeeze In is a movement towards changing the future of brunch, and we are over the moon to see what the Young Family has planned next.
