Naperville Residents Now Have Another 'Effin' Breakfast Option
NAPERVILLE, IL — Jeff Martin never thought about it initially but can see how the name of his chain of breakfast food restaurants — which feature unique sandwich offerings, as well as breakfast burritos and tacos — is bound to raise a few Effin eyebrows when he opened his first location in Florida in 2019.
But a little harmless fun and punchy marketing never hurt anyone, Martin figured. Besides, the entrepreneur who refers to himself as the “Effin Presidente” found that people tended to like what they saw — and better yet, what they were eating. Even if the place they were finding creative takes on breakfast food pushed the envelope on common decency.
Now, he along with local residents Robert and Jill Watson are hoping that Naperville residents get behind the chain’s newest location. Effin Egg, the fast-casual breakfast restaurant founded by Martin, opened last week in downtown Naperville at 22 E. Chicago Ave.
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The eatery offers a unique collection of morning culinary options from the chain’s popular breakfast sandwiches like the OG to its “big ass” burritos and tacos. The eatery also includes fun menu options for young diners, such as its creative take on pancakes and waffles.
The creative branding doesn’t stop with Effin Eggs’ food as coffee drinkers tend to get a kick out of caffeinated-themed merchandise that reads, “Potheads Welcome”, which comes printed on T-Shirts, coffee mugs and baseball caps.
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“Our guests enjoy the playfulness of Effin Egg and its fun branding,” Martin said in a news release.
Martin told Patch in an email on Monday that the name “Effin Egg” “doesn’t mean anything” and that instead, he was just sitting around one day kicking around the idea of a breakfast concept and it “just came about.”
“I hear some stuff about it occasionally, but I’m still confused because it’s obviously not a ‘bad’ word,” Martin told Patch. “So I really don’t understand people who do bring it up. Luckily it’s very few people and mostly older folks and most of our customers have fun with it.”
The Naperville location offers a unique environment as well. The new storefront features egg artwork throughout the store. Martin says he aims to provide a warm and welcoming environment for customers, who, he hopes feel like they’re part of the Effin family by the time they leave.
When Martin was looking for someone to run the Naperville location, he turned to familiar faces. Robert and Jill Watson were part of Martin’s franchisee family when they opened several locations of Martin’s first offering — Smallcakes — in Naperville and in surrounding communities. Smallcakes became a Naperville favorite and was recognized as an award-winning bakery, which made the Watsons a perfect fit for the new breakfast eatery.
“Effin Egg is one of the most affordable concepts around and does not take a lot of unnecessary fees like other franchises,” Martin said. “I believe in keeping things stupid simple and helping our owners make the most money and provide them with a great quality of life outside of work.”
In addition to restaurants in New York, New Jersey, Texas and several other states, Effin Egg has a location in Lansing, Illinois, and another is opening soon in Northbrook, according to its website.
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