Image Credit: Adelaide Food Central
Hog’s Breath Cafe is a name people might associate with childhood. Curly fries, succulent prime ribs, mac and cheese, and all the hearty meals that even the pickiest of kids couldn’t resist.
But in the face of COVID 19 lockdowns and a struggling hospitality industry – like many other restaurants – the famed family favourite took a deep plunge into economic hardship.
More than a dozen locations closed in 2019 due to bankrupcy or asset losses in a period the then CEO described as the “toughest in 30 years.” Hog’s Breath’s in Adelaide are no longer, and only twenty remain nationally.
But it’s far from over. In his first two weeks in the top job, newly appointed CEO Tom Elliott has a vision for the brand, one filled with a flourishing revitalisation and a return of all the nostalgic menu favourites we grew up with.
“It’s been a perfect storm. COVID, labour shortages, inflation, cost of living pressures, but we’re coming out the other side of it now,” says Tom.
“Tuesday’s announcement of a further rate cut is welcome news for many businesses across the country, Hog’s Breath included.”
Tom’s vision is clear. Reposition the brand and return it to its glory days, offering the same unpretentious and relaxed Western dining experience, but adapted for a new era. He’s aiming to grow to a whopping 50+ locations by 2030.
“For us, it’s really about getting back to our roots and back to basics whilst reinvigorating and reinventing the brand for the future,” he explains.
“My role now is to find new ways of growing. We have an ambition of getting to 50 locations by 2030.”
The relaunch is personal for Tom who, like many of us, grew up with the Hog’s Breath experience. He wants to extend that hospitality for everyone to enjoy.
“I’m born and bred in Queensland and I’ve grown up with the brand. It has such a great DNA. It doesn’t matter what generation you speak to, everyone has had that Hog’s Breath experience in the past 35 years and it’s really prevelant in Aussie culture,” says Tom.
Apparently it’s not just Aussies who’s attention its caught. According to Tom, there’s been interest in New Zealand and Asia…could this be our national cuisine?
Still, the focus remains on domestic growth.
“We do have international opportunities in NZ and Asia, but this is where the business was born and where the nostaglia factor mostly is, so the bulk of that growth will be domestically,” he says.
With domestic expansion the focus, the franchise may very well extend to South Australia if the right opportunity presents itself. We can only hope. Any aspiring franchisees out there?
The refresh will remain true to the brand’s longstanding identity, but with a modern heartbeat and slight menu tweaks to keep up with customer wants. Hint hint, who feels like Korean fried chicken?
“We want to remain true to what we’ve been known for. Prime rib, curly fries, those are our staple go-to dishes and that’ll remain. We have a really strong menu and nothing really needs to change, but you’re always looking at making tweaks to keep up with customers.”
As for now, Tom and the team and taking to the tools, perfecting the systems to prepare for a seamless relaunch.
“We have to get the systems and processes in order first, and then it’s focusing on the guest experience. That’s our focus, how the teams engage with the guests,” he explains.
“We can see from a landlord perspective that there’s an appetite to see us back in more locations.”
And from a former Hog’s Breath regular, there’s certainly an appetite to see them back in Adelaide. The brand undoubtably carries nostalglic charm, but in the wake of the cost of living crisis, a generously served, feel-good meal at a fair price is the kind of comfort food not many would pass up.
“We have great bones, a great foundation and now it’s all about finding the right people to see the business grow,” says Tom.
“You can expect to see some more Hog’s Breath’s on the ground in the next 12 months, absolutely.”
1989 inception, 2025 rebirth. Keep your eyes peeled for the growth.
WHAT: Hog’s Breath Cafe
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