Einstein Bros. Bagels Opens Its Doors In St. George

Making food may not seem like rocket science, but some people are apparently pretty particular about where they get their bagels, and a new St. George business with a famous physicist's name is generating excitement.

"She screamed when she saw that they were opening," Dixie State University student Sam Dye said Tuesday as he and Josie Hansen walked out of Einstein Bros. Bagels on its opening day.

Hansen, a Riverton resident also attending Dixie State, said an Einstein Bros. Bagels shop is located near her home, and she would stock up with a to-go box of 13 bread varieties to bring back to school when she was visiting family.

The Einstein name actually relates to the company's fictional founding brothers Melvin and Elmo, not the scientist who originated the theory of relativity. Not that it matters to those who've been waiting for the national breakfast caf� chain to start serving its renowned "hot fresh" bagels and coffee.

Franchise owner John Cassity said there were people waiting for the doors to open at 5:30 a.m. Tuesday even though he purposely didn't make a lot of noise about the bagel shop's first day.

Cassity said he wanted to help the new staff hone its customer service skills before expected crowds started pouring in.

"We didn't want an underwhelming staff experience while people are starting out," Cassity said. "At other locations, we opened so hot we couldn't handle the volume of customers. � They came and hit us so hard we failed on an execution front. Every impression we make here counts." The store is in River Road's Red Rock Commons between Chick-fil-A and The Habit Burger Grill restaurants that opened in the mall last year. It opens at 5:30 a.m., Monday through Friday, and at 6:30 a.m. on the weekend. It closes at 4 p.m. everyday.

"If we can complement both of those neighbors of ours as a third option, � then we're going to win the first impression game," Cassity said.

A grand opening is planned Feb. 22 after a "Six Days of Darn Good Deals" promotion that will include prize giveaways and visits by the chain's symbols, Melvin and Elmo, he said.

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