April 2010

Portillo’s to launch breakfast concept

From Crain's Real Estate Daily

The Portillo’s hot dog chain is branching out into early-morning fare.

Called Honey-Jam Café, the new breakfast-and-lunch concept will debut next month, with three locations in the suburbs scheduled to open this year, says Dick Portillo, who heads the Oak Brook-based Portillo Restaurant Group.

Honey-Jam Café will serve a variety of breakfast and lunch items, including crepes, omelets, sandwiches and burgers from 6 a.m. to 3 p.m.

The name “Honey-Jam” may sound like a spread for toast, but its origin is family-oriented.

“It’s after my wife, Sharon, who I call Honey, and my sons, Joseph, Anthony and Michael,” Mr. Portillo says.

The new concept will have a more high-end quality, according to Mr. Portillo. The décor includes a large double-sided fireplace, which he says was inspired by a restaurant in Cabo San Lucas, Mexico.

“It’s going to be a unique concept,” he says. “It’s not arranged like your average breakfast place."

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