Snooze, an AM Eatery to open at Del Mar Highlands

Snooze, an AM Eatery is coming to Del Mar Highlands. It will be the second San Diego location, as the first is in Hillcrest. Photo/Karen Billing

By Karen Billing

Snooze, an AM Eatery is coming to Del Mar Highlands Town Center, replacing IHOP. IHOP’s lease expires on March 31 and Snooze aims to open its doors for “breakfast all day and brunch all the time” by July or August this summer. Snooze currently has five locations in Colorado and a very popular location in Hillcrest.

“We’re very excited about it,” said Rebecca Long, who handles marketing and community work for the restaurant group and whose official title is “All Purpose Flour” in a nod to Snooze’s playful concept. “The food, the ambiance are all a part of it. We’re all about friendly, fun service, as well as the great food.”

Snooze’s menu changes seasonally and they use local and organic ingredients as much as possible. Their decadent pineapple upside down pancake is what they are known for and is always an option on the menu no matter the season.

The evolving menu features a variety of egg options from creative benedicts to breakfast tacos. Their generous portions include picks like the OMG! French Toast, a fresh brioche stuffed with mascarpone and topped with vanilla crème, salted caramel, agave soaked strawberries and toasted coconut. The menu also includes “brunchy fare,” twists on classic lunch cuisine.

Snooze also serves up a variety of mimosas (they have Snooze Booze champagne on tap, made exclusively for Snooze by Infinite Monkey Theorem) and Bloody Mary’s with infused vodkas.

Anyone who has been to the Hillcrest location knows that there is a wait involved.

“We can say that Hillcrest is our busiest location. Saturdays and Sundays the wait is up to two hours,” Long said. “We are very honored that people are willing to wait.”

The design of the restaurant will have some of the Hillcrest elements, but will also have its own look. Long said they hope to incorporate a lot of re-purposed and recycled décor.

“We like to say all of our restaurants are like sisters and brothers. They have the same last name but take on their own personality,” Long said.

Like Hillcrest, Carmel Valley’s restaurant will have a big garage door opening but will also have a large open patio, bigger than the downtown location’s.

Long said Snooze places a big focus on sustainability. Their Hillcrest location was one of the first restaurants in the city to compost, their buildings, rely on natural light and with their “12 Months of Green” project they aim to educate staff and customers on a new sustainability topic every month, from chemicals to energy efficiency.

Being a part of the neighborhood is also a big focus for Snooze. Long said 1 percent of their total sales goes to help an organization in the community. In Hillcrest they have partnered with the ARTS (A Reason to Survive) organization; the Monarch School for homeless students; and The Center (San Diego Lesbian, Gay, Bisexual, and Transgender Community Center). Long is currently looking for community partners in the Del Mar and Carmel Valley area.

“When we were looking for our second location in San Diego, we were looking for an independent, unique neighborhood that we feel like we can join,” said Long. “With Hillcrest it was a fun, artsy and active community, and we feel there’s the same thing with Carmel Valley/Del Mar.”

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