From BBQ to Brunch: Peter Frey Joins Another Broken Egg as CMO
A noteworthy development is unfolding in the restaurant and franchise marketing space. Peter Frey, former Chief Marketing Officer of Sonny’s BBQ, has taken on a new challenge: leading the charge at Another Broken Egg Café as its Chief Marketing Officer. Known for his knack for revitalizing heritage brands and blending data with creativity, Frey’s transition from a smoky, slow-cooked barbecue empire to a fresh, Louisiana inspired Southern brunch concept is more than just a career pivot—it’s a strategic signal of where franchise marketing is heading.
For franchisors, operators, and marketing leaders alike, this move is a case study of what’s required to grow modern restaurant brands in a highly competitive market.
A Strategic Shift With Soul
Peter Frey made his mark at Sonny’s BBQ by doing something many marketers talk about, but few truly achieve: aligning brand storytelling with real-world operations. Under his leadership, Sonny’s transformed from a legacy barbecue chain into a contemporary brand that honored its Southern roots while speaking to a new generation of diners.
How did he do it? Through a combination of community-first marketing, modern creative campaigns, and a deep understanding of operational realities, he built strategies around guest behavior, not just marketing trends, and helped Sonny bridge the gap between digital engagement and in-store experience.
Now, at Another Broken Egg, he’s applying the same philosophy—one that balances creativity with execution, national storytelling with local activation, and long-term growth with operational practicality.
Brunch: A Lifestyle, Not a Meal
Once reserved for lazy Sundays or special occasions, brunch has evolved into a cultural experience. It’s not just about eggs Benedict and mimosas anymore: it’s about community, ambiance, Instagram-worthy plating, and personalized experiences.
Another Broken Egg Café is a leader in this growing category, with more than 90 locations and a reputation for elevating daytime dining. With its upscale menu, welcoming atmosphere, and franchise-friendly model, the café is well-positioned for major growth in a post-pandemic world where brunch has made a powerful comeback.
With Frey now on board, the brand gains a leader who understands that brunch isn’t just a meal—it’s an experience. And with experiences come stories. No one tells stories better than Peter Frey.
Why This Move Matters for Franchisors
Peter Frey’s transition to Another Broken Egg Café is more than a personnel change; it’s indicative of the broader trends in franchise marketing. As the industry evolves, franchisors must adapt by:
CMOs Must Think Like Operators
Marketing used to be siloed. Now, it has to be deeply integrated with operations. Frey’s success at Sonny’s came from working closely with operations teams to ensure that marketing campaigns weren’t just flashy—they were functional.
That operational lens will be critical at Another Broken Egg as the brand balances aggressive growth with maintaining its high standards. From staffing and service models to menu rollouts and promotions, marketing must consider labor constraints, food costs, and the total guest experience.
Branding Is More Than a Logo Refresh
Many brands believe a rebrand stops at fonts and colors. However, Frey takes a broader view of brand development, including internal culture, training, service execution, and local marketing.
At Sonny’s, this meant authentically and consistently tapping into the story of Southern BBQ. At Another Broken Egg, it might mean celebrating brunch culture in a localized yet scalable way that is always aligned with what happens inside the restaurant.
Data Is No Longer Optional
Modern restaurant marketing is built on data. The tools have changed from loyalty programs to influencer ROI and paid media attribution, and so has the skill set.
Based on his track record, Frey will likely focus on digital loyalty, guest segmentation, and meaningful attribution models—essentials in today’s restaurant marketing landscape.
Integration tools include:
- Customer data platforms (CDPs)
- SMS and email automation
- Real-time feedback loops
- Influencer-driven campaigns with measurable ROI
This marketing maturity helps franchisees compete in their local neighborhoods and the national digital space, where visibility can drive measurable foot traffic.
Brunch with Benefits: What’s Next for Another Broken Egg?
The team at Another Broken Egg has already built a successful foundation: a strong product, a loyal customer base, and a well-developed franchising model. Frey’s arrival injects the strategic leadership needed to scale with intention.
So, what can we expect in the months ahead?
More Strategic LTOs (Limited-Time Offers)
Expect Frey to fine-tune seasonal offerings not just for excitement but for profitability and alignment with guest data. Think curated brunch experiences tied to national holidays, lifestyle moments, and local market trends.
Smarter Loyalty Programs
Loyalty is no longer about generic discounts—it’s about personalized experiences. Frey’s CMO playbook includes evolving loyalty programs to become more predictive and engaging, using data to surprise and delight customers when they least expect it.
Influencer and Content-Led Storytelling
Brunch and social media go hand in hand. From micro-influencers to brand ambassadors, Frey knows how to leverage content creators to build local buzz and national scale simultaneously.
Franchisee Support through Scalable Systems
Marketing at scale only works if it’s repeatable and franchisee-friendly. Frey’s experience aligning corporate resources with franchisee needs will be vital as Another Broken Egg pushes into new markets.
Lessons for Franchise Marketing Agencies
As a franchise marketing agency, moves like this redefine what great franchise marketing looks like. It’s no longer about having a flashy campaign or the best Instagram feed—it’s about:
- Operationally grounded strategy
- Data-informed storytelling
- Scalable systems for local execution
- A clear understanding of customer acquisition cost (CAC)
- Training, support, and transparency for franchisees
We believe the best marketing leaders are connectors—able to unite departments, stakeholders, and customers with a cohesive message that actually drives results.
Peter Frey is one of those connectors. And with his leadership, Another Broken Egg Café is poised to rise even faster as a premier brunch destination.
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