Chef Troy Guard and TAG Restaurant Group, have partnered with NHL Hall of Famer and former Colorado Avalanche player Peter Forsberg and Swedish entrepreneurs Glenn and Elisabet Eriksson, the masterminds behind the innovative concept Eggs Included (Eggs Inc.), to make Denver the home of the brand’s first U.S. location. Chef Troy Guard and the partners are set to provide a unique and innovative option to the quick-service food scene in the U.S. and Denver.

Says Chef Troy Guard, “We’re thrilled to bring this revolutionary concept to market in the United States. Not only is the food amazing but the unique blend of flavor with a focus on quick, protein-rich meals aligns perfectly with the evolving preferences of the American market. Partnering with the Erikssons and Peter Forsberg has been incredible, and we’re really confident in the potential for this brand.”

Eggs Inc., founded in Stockholm in 2019, gained notoriety for its unique approach to quick, flavorful, high-quality and protein-packed meals. The concept centers around eggs as the primary ingredient, offering popular menu items like egg-based pizza, egg bites, sandwiches, benedicts and more. Glenn and Elisabet launched Eggs Inc. with a vision to establish a healthy and easily accessible fast-food concept that is delicious and changes the way people think about eggs. The extensive menu caters to breakfast, lunch, and dinner with a variety of egg-focused entrees and a beer and wine program. Eggs are included (Inc.)–they’re not just for breakfast.

Says Eggs Inc. Founder Elisabet Eriksson, “We aimed to develop a concept that matched the speed of McDonald’s but focused on healthier options, prepared with locally sourced, fresh eggs, and delivered great taste. Eggs Inc. stands as our solution to fill this gap in the market.”

Elisabet Eriksson has a rich history in the restaurant industry. In 1996, she founded the coffee chain Espresso House, which started as a small venture in Lund, Sweden, but saw extreme success with over 450 units across Europe. Often referred to as the “Swedish Starbucks,” Espresso House became the go-to destination for coffee drinkers, successfully addressing a gap in the market identified by Elisabet.

Forsberg was first introduced to Eggs Inc. during a trip to Sweden. Captivated by the concept, he knew he wanted to bring it to the US, prompting a search for a credible US partner to spearhead the expansion. His immediate choice was Chef Troy Guard, renowned in Denver and personally known to Forsberg from his dining experiences at the acclaimed steakhouse, Guard and Grace. Despite receiving numerous international offers for growth, the Erikssons ultimately selected Denver. This decision was influenced by the city’s connection to Guard and Forsberg, its vibrant and health-conscious community, and its historical success as the birthplace of culinary revolutions like Chipotle. The strong bond between Forsberg, Troy Guard, and the Erikssons, along with friends and investors Jeff Hermanson and John Zakhem, positioned Denver as the perfect launchpad for Eggs Inc.’s American expansion.

The partnership between Guard and Eggs Inc. is characterized by a shared vision for great food in a scalable environment with plans for rapid expansion. TAG Restaurant Group, known for its successful restaurants like Los Chingones, Guard and Grace, Bubu, and Hashtag, provides a strong foundation for Eggs Inc.’s entry into the U.S. market.

As the team prepares for its first U.S. brick-and-mortar location, 12 pop-up experiences will emerge across downtown Denver strategically hosted at TAG Restaurant’s diverse venues, including Bubu and Los Chingones. These pop-ups aim to provide attendees with an exclusive preview of the distinctive menu while actively seeking feedback from the local community.

The menu at Eggs Inc. features a diverse selection of items, ranging from options reminiscent of popular fast food choices such as sandwiches and pizzas to others that exude a more refined dining experience, like egg benedicts. A few popular choices include the Spicy Egg Bun made with local eggs, romaine lettuce, cut cheddar cheese, bacon, and roasted and sliced red onion, all served on a brioche bun. The Pepperoni Egg Pizza substitutes the crust for egg and tops it all with tomato sauce, chili sauce, arugula, pepperoni, sour cream, sliced red onion, and sriracha. Finally, their Salmon Eggs Benedict features smoked salmon with two poached free-range eggs, served on a fluffy brioche bread topped with a rich hollandaise sauce.

FULL POP-UP SCHEDULE
Bubu Granite Tower
303 16th Street Mall #3,
Denver, CO 80202
March 26 – March 29, 2024
7:00 AM – 10:00 AM

Bubu Republic Plaza
1099 18th Street,
Denver, CO 80202
April 2 – April 5, 2024
7:00 AM – 10:00 AM

Los Lounge
2461 Larimer Street,
Denver, CO 80205
April 10 – April 13, 2024
7:00 AM – 10:00 AM