"In 2004, we completed a relaunch of the brand with a newly designed bakery and an expanded menu offering more choices, including salads, wraps and stone-hearth bread," says Bruegger's CEO James Greco, who bought the privately held company in partnership with investment firm Sun Capital Partners in 2003. "In addition, we executed a new commitment to franchise recruitment as part of our plan for company growth."

The addition of new menu items is regarded as Bruegger's strategy for attracting lunch-time patrons, thus competing more directly with Brinker's Corner Bakery, Panera Bread and other QSR sandwich shops.

At the end of 2004, Bruegger's operated a total of 244 bakery-cafes, and during the year opened a total of six new units, renovated 58 company-owned locations, and opened the company's first bakery kiosk, located in downtown Minneapolis. Bruegger's menu features a variety of boiled and baked bagels, salads, wraps, breads, soups, specialty and deli made sandwiches, desserts, coffee blends and various kinds of cream cheese.