Restaurant that loves ‘foodie towns’ and specializes in all-day brunch to open first CT location

Toast and mimosas all day?

That will be possible when a new all-day brunch spot “The Friendly Toast” opens in West Hartford this summer. Taking over 36 LaSalle Road, The Friendly Toast plans to open its first location in Connecticut in mid-to late summer.

The Friendly Toast is a growing restaurant chain known for an eclectic, high-spirited take on breakfast foods. After restaurateurs Eric Goodwin and Scott Pulver bought the establishment in October 2014, the breakfast eatery has opened up several locations across New England.

“West Hartford immediately stood out to us as the ideal place to bring The Friendly Toast,” said co-owner Pulver. “Having a discerning food crowd is great. We went to places like Burlington, Vermont and Portland, Maine because they’re all foodie towns, and we consider West Hartford one as well.”

The Friendly Toast aims not to be the average breakfast spot. Its decor is a quirky blend of vintage and modern styles, with an upbeat soundtrack added, and a menu of entrees. As Goodwin describes, “You know, you’re in a Friendly Toast when you’re in it. It’s not like any other place.”

The menu features a wide array of creative breakfast and brunch dishes, from classic breakfast sandwiches to more innovative breakfast egg roll appetizers filled with bacon, egg, cheese, and home fries. Sweeter dishes such as the “Highway Strawberry ” delivers two thick-cut pieces of cheesecake glazed French toast topped with strawberries and chocolate. The eight-inch fluffy Belgian waffle is served with a maple whipped cream.

“It’s a food driven and culinary driven restaurant group and brunch space,” Goodwin said. “There aren’t a lot of cool, hip, full service, culinary driven brunch all day spaces, and in particular with a bar component to it.”

Pulver says a few must-try items include the “Some Like it Tot” — stuffed tater tots with a Vermont cheddar sauce and a Sriracha glaze — as well as the selection of Benedict dishes and the signature “Hash Quiche.” For those who can’t decide on appetizers, there’s a sampler platter “Appetize me Captain,” which is “a great table share,” Pulver noted.

Guests also can start their meal with various mimosas or one of the restaurant’s signature bloody marys.

“It’s more than just going out to eat, it’s a full experience, a celebration that you feel the moment you walk through the door,” Goodwin said.

With 70 team members slated to join the West Hartford location, the business also plans to make  a significant investment in the community. The men have owned the restaurant group for 10 years, and plan four more locations throughout New England in the next 12 months, and said they are confident their team and continued focus on quality will ensure a smooth opening and integration into the West Hartford dining scene.

“Growth is healthy and good for our team, our community and our brand,” Goodwin said. “We’ve spent years perfecting our processes, building our culture, honing our culinary program and being charitable in the communities we work in. Now, we’re excited to bring that same energy and experience to West Hartford.”

As The Friendly Toast targets a mid-summer opening, the team is eager to engage with the local community and begin the renovation, the restaurateurs said.

“Everybody who goes to our restaurant is celebrating and having a grand ole time,” Pulver said. “When you walk in, you feel the energy. We even have guests’ suitcases piled up at the hostess station so people either come in or go in, but that’s their last stop or first stop with their luggage. It’s a scene and it’s fun.”