Robert Earl – founder of Virtual Dining Concepts and Earl Enterprises, which owns Planet Hollywood – has created a new brick-and-mortar restaurant with his son Robbie Earl: The Breakfast Club in Los Angeles, which opened recently.
“At The Breakfast Club our focus is on the art of hospitality, breakfast nostalgia, and inviting the ever-growing digital creator community to find a home at our establishment. Our goal was to construct a restaurant fit to be the center of digital culture, to inspire creativity while serving great food and drink,” said Robbie Earl. “Our work with creators like MrBeast, Larray, and Tana Mongeau on their virtual brands demonstrates the incredible relevancy and relatability that today’s creators have with their audiences. We are building on that experience with Breakfast Club—a space for creators to enjoy and use as a backdrop to express themselves.”
The signature item on The Breakfast Club’s menu is a build-your-own cereal and ice cream bar. For customers preferring a savory breakfast, The Breakfast Club is offering classics like the Maple Sausage Turkey Smash (a toasted brioche bun, maple sausage turkey, fontina cheese, farm fresh egg and tobacco aioli), Beyond Sausage Sandwich (Beyond Meat sausage, English muffin, vegan aioli, vegan cheese and vegan egg) and a Grass Fed Brunch Burger (toasted brioche bun, beef patty, aged cheddar, onion jam, lettuce, red onion and thousand island dressing).
There are classic breakfast items as well, like Ricotta Pancakes, French Toast, a pancake platter with vegan eggs using Just Egg, oatmeal and avocado toast.
A pastry and espresso bar, along with a cocktail bar, complete the menu at The Breakfast Club which is open for breakfast, lunch and dinner and is located in a 7,000-square-foot space at 1600 Vine.
Prices for sandwiches range from $10 to $19 and sweeter breakfast items range from $12 to $22 for a pancake platter.
The two Earls have previously partnered on 1600 Vine, described as an “influencer playground” in Los Angeles. It’s an apartment complex designed to be photographed where social media stars with millions of followers are known to live.
“For 30 years and counting, the Planet Hollywood brand is recognized as an authority on entertainment and popular culture and has expanded from restaurants and bars to include hotels and gaming. Now, with Breakfast Club, Robbie and I look forward to a new chapter in the legacy with the next generation of creators and we are excited to see where this brand will lead us," said Robert Earl.
Virtual Dining Concepts (VDC) has been one of the biggest players in the virtual brand game, including helming Mr. Beast, the virtual brand with the largest debut for any virtual brand. Other VDC brands include Flavortown by Guy Fieri and Chicken Guy.