At OEB, we’ve always believed breakfast can be both familiar and unexpected.
Our menu is built around creativity, quality ingredients and finding new ways to elevate the breakfast experience. But while guests love discovering something new, our 2025 sales data revealed something equally important: the classics continue to have serious staying power.
OEB Breakfast Co. was recently featured in Retail Insider, exploring why familiar breakfast dishes continue to resonate with guests and how we balance the favourites people know and love with continued menu innovation.
More Than 434,000 Orders Tell a Story
In 2025, three of OEB’s most recognizable dishes — the Classic Breakfast, The Threesome and Traditional Benny — were ordered more than 434,000 times combined. For Dave Orsten, CEO of OEB Breakfast Co., that consistency reflects something bigger than simply sticking with what you know.
Familiar dishes build trust. Guests know what they love, and when they return to OEB, they expect the quality and experience they remember. Delivering that consistently is just as important as giving them something new to discover.
Finding the Balance Between Familiar and New
Innovation remains an important part of OEB. New dishes, seasonal features and unexpected flavour combinations give guests a reason to explore the menu, while longtime favourites provide the familiarity that keeps them coming back. It’s not about choosing one over the other.
Instead, OEB continues to find opportunities to evolve while staying true to the dishes and experiences guests already love. Sometimes that means introducing something completely new. Other times, it means taking a familiar breakfast experience and elevating it through better ingredients, thoughtful preparation and the details that make it distinctly OEB.
As guest preferences continue to evolve, that balance between familiarity and innovation will continue to shape what comes next.
Read the Full Retail Insider Feature
Retail Insider spoke with Dave about what OEB’s ordering data tells us about guest behaviour, the role consistency plays in building trust and how we approach introducing new dishes without losing sight of the favourites that have become part of the OEB experience.
Read the full Retail Insider feature: How Familiar Breakfast Foods Continue to Outperform at OEB Breakfast Co.
