A nationally renowned comfort food restaurant opened its first location in Dallas on Tuesday morning, marking its third operation in North Texas.
The Maple Street Biscuit Company rewarded the first 25 customers with $250 gift cards at the new location at 14999 Preston Rd., near the intersection of Preston and Belt Line roads.
The restaurant chain, owned by parent company Cracker Barrel Old Country Store, Inc., also has stores in Frisco and Keller and plans future openings in McKinney, Wiley, and Mansfield.
It was recently featured on a Guilty Pleasures episode on the Food Network.
“Of course, we specialize in breakfast and biscuits,” Maple Street spokesperson Daniel Costello told The Dallas Express. “But we’re open from 7 a.m. until 3 p.m. every day, so we serve lunch, too. We’re what I would call comfort food with a modern twist, served consistently.”
Costello said the Preston Road location will employ about 30-35 people.
“We continue to evolve our menu,” he added. “We have a lot of business at our locations for sit-down customers, especially for brunch, and we have a lot of hand-held foods.”
The menu includes scratch-made biscuits, fried chicken, waffles, grits bowls, salads, “frittaffles,” and fresh-roasted specialty coffees. “Frittaffles” are omelets made in a waffle iron.
“We have counter service,” Costello said. “That means we do not have waiters or waitresses, per se, but an employee brings the food to your table after you order it.”
Restaurant manager Jennifer Marquez came to Maple Street after a career in retail. She said she lives in the area and expects it to become a breakfast destination in North Dallas.
“You get a good portion of food for the price,” Marquez said. “Customers say they like our variety.”
One popular choice is “The Retro,” which features two eggs, bacon, and “smashbrowns” and costs $10.
Lisa Pipkin and her daughter Mary Ellen Sorrell ordered two “Retro” plates around 10 a.m. on opening day, just after the morning rush. Sorrell’s son was also enjoying breakfast with them.
“We were excited to try it,” Pipkin said. “The biscuits are just amazing. They are tender and delicious. The eggs were scrambled and cooked perfectly. It’s all wonderful.”
Sorrell said she and her husband saw a sign about Tuesday’s grand opening on the restaurant’s door last week. She did not receive one of the $250 gift cards but was satisfied with her breakfast.
“It’s so good, and my 2-year-old likes it too,” Sorrell said.
Other customers were ordering “The Cowboy” (chicken fried steak, bacon, cheddar, egg, and gravy), “The Farmer” (apple butter, fried chicken strips, bacon, and cheddar), and “The Squawking Goat” (battered chicken strips, toasted goat cheese, and pepper jelly) during The Dallas Express’ visit.
“Customers who come in frequently can pick from a lot of choices,” Costello said. “We specialize in biscuits, but we’re not only biscuits.”
The Maple Street brand got its start in Jacksonville, Florida, where it quickly became a local sensation. Cracker Barrel bought Maple Street in 2019 for $36 million. It had 33 restaurants in seven states when it was purchased. Now in 2023, it has 47 locations in 10 states, including spots in San Antonio, Bee Cave, and Katy.
“So far, I’m comfortable and pleased with the progress we’re making,” Cochran CEO Sandra Cochran told the Jacksonville Daily Record. “We are opening in a variety of real estate locations, so we’re trying to understand better as we build our model of what works and what doesn’t.”
Costello told The Dallas Express that the Frisco and Keller locations have been ramping up and that he is excited about the restaurant’s future in Dallas.
“We think Dallas will like us,” Costello said. “It’s delicious comfort food. Just about everyone enjoys comfort food.”
