Talladega, Alabama – October 14, 2026 -- Eggs Up Grill, which describes itself as the largest and fastest-growing daytime restaurant franchise in the U.S., has tied its Alabama expansion push to NASCAR's Yellawood 500, with more than 200 restaurants open and in development.
The partnership covers race weekend at Talladega Superspeedway, October 23-25. The brand will appear on driver Cole Custer's No. 41 Haas Factory Team Chevrolet Camaro, sponsored by Sysco, during Sunday's premier race.
Franchisee base leans toward multi-unit ownership
More than 60% of Eggs Up Grill franchise owners operate or are developing multiple locations. The company says it sees significant whitespace for expansion across Alabama and nationwide, and it is actively recruiting qualified franchisees for new communities.
The company says its simplified restaurant format and daytime-only operations continue to appeal to franchise groups seeking scalable concepts.
Donut promotion links the sponsorship to restaurant traffic
On October 24 and 25, participating restaurants across the system will sell "Dega Donuts" at three for $1.41, a reference to Custer's No. 41. The limited-time offer is designed to carry the race-weekend exposure into the restaurants.
CEO Ricky Richardson said franchise growth and consumer awareness go hand in hand, and that the company wants people to recognize the brand as it builds on its existing presence.
Brand awareness is paired with franchise development
Eggs Up Grill is pairing its growth strategy with partnerships meant to raise brand awareness in emerging and existing markets. The company says the Talladega sponsorship is part of a broader effort to introduce the brand to new consumers and support long-term restaurant and franchise growth.