Phoenix Area Breakfast Chain U.S. Egg Keeping It In The Family

PHOENIX, AZ — George Gebran and his three siblings learned the ropes of the restaurant industry from an early age.

Gebran's father, Oscar, launched a breakfast spot in Phoenix in 1986 by the name of U.S. Egg that would soon become a prominent player in the region's breakfast food scene.

Fast-forward 35 years, and George and his siblings are running the show for the company, which has six locations scattered across Phoenix, Chandler, Scottsdale and Tempe.

The family patriarch is still around too, giving George and his siblings, Gebran, Mario and Mike company tips and advise from time to time as well.

Gebran told Patch that the story of U.S. Egg is one of hard work and some magnificently fluffy pancakes.

"I guess the truth is that father knows best," Gebran told Patch. "And we really have a hierarchy in a way where we all respect each other's roles. And moreover, really look up to my father for guidance, even though he's in his late 70's. He still has his thumb on the pulse of the restaurant business."

Gebran, who serves as the COO of U.S. Egg, began working with his father and brothers in 2000, helping Oscar and company launch the company's location in Old Town Scottsdale.

It was then that George and his siblings decided that the location, which was U.S. Egg's second, would become their life's work.

"After opening the second location, we all basically met and decided that this is what we all wanted to do with our lives," Gebran said. "Because we were all in our twenties, and we said, 'Yes, this is what we're going to do. We're going to expand and we want to open more restaurants in the Valley.'"

That expansion plan came into fruition over the course of the next two decades, with U.S. Egg opening more locations in Phoenix, as well as locations in Tempe and Chandler.

Even now, Gebran said the family is not keen to rest on their laurels, as they look to acquire additional storefronts to expand the brand further in the Valley.

"We put a plan in place. And we've been following it, looking for the right real estate," Gebran said. "All of us are on the same page and have the same agenda. And that's been a big part of our success."

For now, there are no plans to expand U.S. Egg beyond the Valley, though Gebran said the family has at times considered opening locations in neighboring cities, like Tucson and Flagstaff.

He said the company's decision to expand further into its own backyard stems from the incredible connection the Gebran family shares with the area.

"We've been doing this for more than 30 years and it's been nothing but great for us," Gebran said. "The Valley of the Sun is where people are moving. People love it here and we're very happy in the Valley and to expand within the Valley."

Gebran added that a big reason why U.S. Egg has remained Valley-centered is that their clientele have rewarded them time and again for their loyalty, with a multi-generational audience of devoted customers.

"As the city has grown, and more brands come in from out of town, the locals appreciate our brand that much more," Gebran said. "Because we are the true local breakfast and lunch spot. We've been here for more than 30 years. And we're here to stay."

Gebran said that the key to the company's success since its founding days 35 years ago is the family's ability to grind through thick and thin, with Oscar leading the charge time and again.

"We all have grit, we're all hard-working, we come to work every single day, we're here for our customers, we're here for our staff, we're here to support them," Gebran said. "Instead of staying by the pool at the house, we've got true grit, and we're very hard-working.

"And we really enjoy what we do. We enjoy working with the staff and our guests, meeting people by their first name. A huge part of our success is being here and taking care of our guests. It's about living through and going through that daily grind."

The end result of more than three decades of grinding on a daily basis is a level of brand loyalty that the family's patriarch could only dream of back in 1986, Gebran said.

He added that working with his brothers and father on a daily basis has been a blessing and that he's excited to see where the business goes from here.

For now, the family will continue doing the same thing that's gotten them to this point, working together to build the U.S. Egg brand.

"I know how lucky we are to have our father in our lives still, and that we're all healthy and that we all work well together," Gebran said. "I see so many families that fall apart as far as business goes. They try to do a venture together and it doesn't work for one reason or another.

"And we're blessed that we're together. We work well together. And we're really thankful on a daily basis that we have our father in our lives."