City Egg soon will compete in the chase for the breakfast-and-lunch dollar in northwest Columbus.
An offshoot of Scramblers -- which changed its corporate name from Scrambler Marie's in January -- City Egg is expected to open in about a month in the building at 1478 Bethel Road that formerly was the home of Moe's Southwest Grill.
Shain Buerk, president of Toledo-based Scramblers, described City Egg as a fast-casual restaurant with made-to-order dishes, electronic-ordering capabilities, superlative coffee drinks and fresh-squeezed juices.
City Egg will take on Bob Evans, Dunkin' Donuts, Panera Bread, McDonald's and Fitzy's Old Fashioned Diner.
It also will vie for attention with other spots in the immediate area, such as Jack & Benny's Barnstormer Diner, Sunny Street Cafe, Cuco's Taqueria and Starbucks.
The fast-casual City Egg model will offer modern amenities, such as mobile ordering and kiosk ordering, where patrons will be able to punch in their order near the counter, said Buerk, president and co-founder of City Egg and Scramblers, which has 10 central Ohio locations.
"We wanted to put a modern twist on our breakfast and lunch only concept," Buerk said in a prepared statement.
"By taking 25 years of proven recipes and fresh ingredients and reformatting them for a fast-casual dining experience, we have done just that," he said.
City Egg will have Scramblers' core menu of omelets and French toast, plus a few dishes exclusive to the store that will be rolled out at other Scramblers restaurants in the future, Buerk said.
Local retail consultant Chris Boring said he's intrigued by City Egg's better-beverage program, but sees competition as being fierce in that segment of the market.
"One thing about breakfast is you have to be fast," Boring said.
"You can't be too expensive. I would emphasize local and fresh ingredients, made-to-order meals, personalized service and superior drink choices, (which) could set them apart from the competition."
City Egg's menu prices have not yet been announced, but the new concept's hours are expected to be 6:30 a.m. to 3 p.m. daily.
Additional City Egg locations are planned but specific central Ohio locations were not identified in a press release from company officials.