Greenville Breakfast Company Will Open Dallas Location
The breakfast operator is expanding its footprint from California into the Dallas restaurant market.
Updated on Oct. 1, 2026 in Openings & Closings
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Rise & Shine Hospitality Group will open a Greenville Breakfast Company restaurant at 5420 Ross Ave in Dallas in December 2026. This move marks the brand's entry into the Texas market following its 2019 debut.
Why it matters
The company identified Texas as a key growth opportunity, continuing a strategy of expanding its breakfast and brunch-focused footprint. This move repurposes a vacated space formerly held by Toasted Coffee + Kitchen.
The Dallas opening will grow the brand's portfolio to 4 locations, up from its 3 existing sites in San Diego and Los Angeles. The restaurant takes over the 5420 Ross Ave space formerly occupied by Toasted Coffee + Kitchen.
The players
Rise & Shine Hospitality Group
A restaurant operator that manages breakfast and brunch concepts with a growing footprint in California and Texas.
Greenville Breakfast Company
A breakfast-focused restaurant chain known for its selection of brunch cocktails, waffles, and griddle items.
The details
The Greenville Breakfast Company serves a standard menu of waffles, pancakes, French toast, and brunch cocktails. By securing the 5420 Ross Ave property, the group is entering the Dallas market after the site was vacated by its previous tenant in November 2025. This expansion follows the brand's established operating model centered on high-turnover breakfast service.
Timeline
The brand originally debuted in 2019.
The West Hollywood location opened in October 2025.
Toasted Coffee + Kitchen closed its Ross Avenue doors in November 2025.
The Dallas location is scheduled to open in December 2026.
Market Landscape
The restaurant occupies the site left vacant by the November 2025 closure of Toasted Coffee + Kitchen. This pattern of backfilling existing restaurant real estate is a common trend for operators seeking to bypass ground-up construction timelines in urban markets.
Operators in the brunch segment should monitor the brand's entry into the competitive Dallas market to assess shifts in local pricing. Managers of neighboring businesses should prepare for potential traffic changes at the 5420 Ross Ave corridor by December 2026.
The takeaway
The brand's expansion marks a strategic push into Texas after growing its California presence since 2019. Local operators should track the competitive impact of this new menu entrant when it launches in December 2026.
What happens next
The Dallas location of the Greenville Breakfast Company is scheduled to open its doors to the public in December 2026.
Further reading
For more on new businesses entering the market, visit the Openings & Closings section.
Source note: This article includes information reported by CultureMap Dallas.
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