Snooze A.M. Eatery (Snooze) - Breakfast, but different: Transforming the A.M. dining experience

PROJECT PARTNERS

Cindy Keys, Director of Procurement at Snooze A.M. Eatery (Snooze) on the sustainability and supply chain strategies behind flipping the script on the most important meal of the day.

Snooze A.M. Eatery (Snooze) has spent the last eighteen years revitalising breakfast culture.

hile the company originated in Denver, Colorado, it now boasts over 70 locations across the US and can be found in Arizona, California, Colorado, Nevada, North Carolina, Missouri, Georgia, Kansas, Tennessee, and Texas, with more restaurants and new markets on the way.

Snooze strives to redefine the A.M. dining experience by cultivating an energetic and eclectic atmosphere in its restaurants, providing friendly and comfortable service, while blazing a trail with culinary innovation. Underpinning these goals at the company

is a deep-seated belief in doing the responsible thing for people and the planet, to create a better world for future generations.

What makes Snooze stand out is its community and sustainability framework, which has been a part of the company since its inception in 2006. The company’s very first restaurant had a recycling service, and ever since Snooze has donated money back to the communities it serves. Over the years the company has won several awards for its sustainability efforts, including the 2013 Western Disposal Diversion Award, the 2015 City of San Diego Recycler of the Year award and the 2016 Greenovator Award from the City

“We are constantly exploring and innovating strategies by adopting new technologies, processes, and approaches to enhance visibility, transparency, efficiency and competitiveness”

& County of Denver. Snooze also currently holds several local Green Business Certifications.

Here to talk to us today about how Snooze has championed sustainability and strengthened its supply chain in the process is Cindy Keys, Director of Procurement. In her role, Cindy leads the purchasing team in vetting all of Snooze’s suppliers and procuring and negotiating contracts and pricing for a host of categories including food and beverage, retail, disposables as well as lending a hand with menu innovation whenever she can.

Outside of her day-to-day responsibilities, Cindy participates in the DEIB (Diversity, Equality, Inclusion and Belonging), She Cakes (female empowerment) and Change Maker (Sustainability and Community) boards, as well as sitting on the Core Trust Hospitality Advisory Board.

Launching our conversation, Cindy shares the key values driving the company:

Responsible Ingredient Sourcing:

Snooze is setting the standard for responsible ingredient sourcing with its Snooze Approved Food Guidelines, creating its own supply chain of ethical ingredients. Snooze Approved Food passes a robust set of standards including animal welfare, social responsibility, avoiding ingredients banned in other countries and much more. Snooze-approved suppliers

must also take a responsible stance on important global issues such as fair labour standards, business, ethics and integrity, climate change and toxins.

Community Involvement:

A portion of Snooze sales go back to the community in cash and in-kind donations. Snooze supports national and local nonprofits that focus on sustainability efforts, nutritional education and other causes. With Snooze’s “Grow to Give” model, all new restaurant soft opening events are community days, where Snooze

partners with a local non-profit organisation to raise funds and train the new Snoozers.

Employee Culture:

To better provide for and take care of its people, Snooze created the Compass Foundation, a 501(c)(3) that is run and funded by Snoozers, for Snoozers. The Foundation provides grants to help Snoozers in situations of financial need and support for Snoozers to explore their passions and creativity. The company also offers Snoozers eight hours of paid volunteering time per year.

Cindy describes how the company’s innovative supply chain strategy is a crucial component in upholding these core values. “We are extremely grateful for the strong, transparent, and like-minded partnerships we have built over the years with our manufacturers, distributors and communities,” says Cindy. “By collaborating with our external partners, such as Polidori, Maple Leaf, Eco-Products, Eco-Lab and non-profit organisations that we team up with such as World Central

disruptions caused by unforeseen events such as natural disasters, pandemics or geopolitical issues. This resilience along with our partner relationships enables us to adapt quickly to changes in the market and maintain a competitive edge.

“We are constantly exploring and innovating strategies by adopting new technologies, processes, and approaches to enhance visibility, transparency, efficiency and competitiveness. Furthermore, we

“Maple Leaf Foods’ team has been a pleasure to work with. They are highly knowledgeable and always willing to go the extra mile to ensure our success”

Kitchen and National Young Farmers Coalition we can bring fresh ideas and perspectives to the table, leading to creative solutions that align with our core values. Embracing sustainability practices, ethical sourcing and circular economy not only helps all of us move forward, it adds value as well by addressing environmental and social challenges.

“A strong and resilient supply chain is crucial to ensure continuity, efficiency and sustainability in our operations. By having a robust supply chain in place, we are able to minimise

have created a culture of innovation and open communication within our organisation where everyone has a seat at our table and our voices matter – empowering our Snoozers to think outside of the box. Encouraging cross-functional collaboration while exploring all possibilities on how to optimise the supply chain and procurement strategies allows us to continue to scale and evolve in today’s rapidly changing industry landscape.”

Within this culture of innovation lies Snooze’s sustainability strategy. The

company diverts 70% of its waste from landfills and sources its ingredients from environmentally responsible suppliers. It also carbon offsets all of its to-go and delivery orders.

“Between single-stream recycling and composting, Snooze is currently able to divert the majority of its waste from landfills,” says Cindy. “Snooze ensures that its employees undergo Sustainability and Community 101 training and designates a ‘Change Maker’ at each location that champions sustainability and community initiatives at a restaurant level.”

These Change Makers have worked hard to champion sustainability and community values over the years, and partner closely with local non-profits to lend a helping hand. Many of their community partners have developed long-lasting relationships. On the anniversary of each restaurant, Snooze hosts a 10% of sales fundraising day for one of their community partners and all year round they donate $0.25 of every Pancake of the Week back to one of their national community partners such as World Central Kitchen and National Young Farmers Coalition.

“Working with Ecolab over the years has been exceptional. They have consistently demonstrated their commitment to excellence, providing us with high-quality products and services that have greatly benefited our teams and Snooze as a company”

Snooze also makes sure to hold suppliers to the same environmental standards. “With its Snooze Approved Food Guidelines, Snooze ensures that each of its suppliers comply with the same level of sustainability and environmental consciousness,” explains Cindy. “Not only must ingredients and products be sustainable, but the companies behind them must also value sustainability, communities and making a difference.”

As Director of Procurement, one of Cindy’s key responsibilities has been finding and building relationships with Snooze’s partners, an endeavour she undertakes with the gravity of Snooze’s sustainability guidelines at the front of her mind.

“The relationships we have built with our partners have been crucial for operational success and growth,” says Cindy. “Working with partners who align

with our core values and shared vision ensures consistent highquality ingredients, products and services. Our relationships are built on trust, communication and full transparency where there is mutual benefit. This helps strengthen our competitive position in the industry, expanding our reach and delivering an exceptional guest experience. Our strategic partnerships also give us access to new trends, innovation, technology and expertise that enhance our menu offerings, guest experience and operational efficiency.”

One such partner is Ecolab, who are experts in food safety and have recently been named one of the world’s most ethical companies.

“Working with Ecolab over the years has been exceptional,” says Cindy. “They have consistently demonstrated their commitment to excellence, providing us with high-quality products and services that have greatly benefited our

SETTING THE TABLE FOR SUCCESS

Through a comprehensive approach, an Ecolab partnership powers the outcomes that matter most to your bottom-line and environmental impact. Together, we can help you:

• Exceed guest expectations through spotless wares and clean and safe spaces

• Follow standardised cleaning, hygiene and food safety protocols informed by the CDC, FDA and local health department guidelines

• Address labour and operational challenges with simplified procedures and training that help speed up cleaning processes and support high-performing staff

• Prioritise a sustainable impact through reduced water, energy and labour costs

The Ecolab Science Certified™ programme combines Ecolab’s best cleaning solutions with a food safety and public health audit, to drive business results. See if you qualify today

Ecolab solutions work together to elevate your operation

Ecolab is a proud partner of Snooze A.M. Eatery

teams and Snooze as a company. Ecolab’s expertise in the field of cleaning, sanitisation and food safety solutions has been instrumental in helping us maintain a clean and safe environment for our guests and Snoozers. Their innovative products have not only met but exceeded our expectations. Ecolab’s commitment to sustainability aligns with our core values. Their focus on minimising environmental impact and promoting responsible practices has been commendable and has contributed to our own sustainability efforts. Ecolab has been a pleasure to collaborate with on projects and to find solutions

for any issues that arise. They are proactive, responsive and highly knowledgeable, providing expert advice. Their dedication to Snooze’s success and willingness to go above and beyond have truly set them apart as a reliable and trusted partner.”

Another key partner for Snooze is carbon-neutral food production company Maple Leaf Foods.

“Maple Leaf Foods’ team has been a pleasure to work with,” says Cindy. “They are highly knowledgeable and always willing to go the extra mile to ensure our success. They have consistently demonstrated their dedication to delivering exceptional

Learn more about distribution at

“Heading into 2024 we’re excited about the growth trajectory of the business as we look to build from Snooze’s existing 70 locations across 10 states”

quality and innovation allowing us to provide our guests with craveable, responsibly sourced products. What sets Maple Leaf Foods apart is its unwavering commitment to sustainability and responsible practices. Their focus on animal welfare, environmental stewardship and community engagement aligns with our values and mission to create a positive impact in our industry. Their expertise and guidance have been invaluable in helping us navigate the everchanging landscape of the food industry. Working with a partner that shares our vision has been incredibly rewarding and has strengthened our brand reputation.”

So, what does the future look like for Snooze?

“Heading into 2024 we’re excited about the growth trajectory of the business as we look to build from Snooze’s existing 70 locations across 10 states,” concludes Cindy. “In 2024 we’ll open another 5-6 locations and deepen our presence in existing markets across Georgia, Texas and Nevada. Looking beyond 2024, Snooze is targeting 12 new restaurant openings per year. The 2025 and 2026 openings will consist of deepening our presence in current markets and identifying new markets where we can expand the Snooze concept.”

To learn more about Snooze, visit the company’s website snoozeeatery.com and follow them on Instagram.

Added Value

Events

“The Market Vision Commodity Conferences, held twice a year in Spring and Fall, have to be some of the most valuable and resourceful conferences I attend each year,” says Cindy. “It is truly a Supply Chain community where you are made to feel like family. I always say the industry is so large but yet so small – everyone is connected somehow. At this conference, I’m able to network and make new connections or build on the relationships with current connections. You not only get to spend one-on-one time with suppliers, learning what the latest trends are, but the commodity presentations and reporting are the best out there that you will receive in 48 hours!”

Connect with Cindy

snoozeeatery.com