Jon Rolph had a little laugh when he announced in September that he is bringing his west-side HomeGrown breakfast, brunch and lunch concept downtown. “It was funny because all our east-side friends were like, ‘At least it’s getting closer.’” What they didn’t know is that on the same day, Rolph signed a deal to open a HomeGrown in Bradley Fair, too.
This third HomeGrown actually will be the second because it will open in March, and the downtown HomeGrown in the Spaghetti Works District won’t open until the larger building it will be in opens in early 2020. The first HomeGrown opened in May 2017 at 2835 N. Maize Road in NewMarket North.
As the Bradley Fair HomeGrown opens in the former Backwoods space, Rolph’s Good Egg restaurant on the other side of the center will close. The entire staff will be retained.
The original plan was to put HomeGrown there, but the Good Egg space wasn’t quite right for the new concept.
“While the size and configuration of The Good Egg space would not work for HomeGrown, the benefit of them opening in a new space is that there will be no downtime from the change in concept,” said Amy Liebau, spokeswoman for center developer Laham Development, in a statement.
Also, Rolph says there will be a covered patio at the new space, better parking and better visibility along with the chance to start with a blank space instead of trying to squeeze in one concept to another concept’s space.
The new HomeGrown will feel somewhat different since diners will enter into the middle of the restaurant instead of the front, but Rolph says it will still have the “cozy modern farmhouse feel.”
“We’ve really paid attention to the design elements internally that people have enjoyed,” he says. “We’re learning what people like. We’re learning what makes people think of HomeGrown.”
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