Eggslut is set to make its Australian debut, but with a twist. The popular US eatery, known for its egg-centric menu, won’t keep its iconic name. Instead, it will be called Burgers by ES when it opens at Crown Casino in Perth in February.
Founded in 2011, Eggslut has gained a loyal following. Its locations span cities like Los Angeles, Las Vegas, Tokyo, and London. In a recent review, Lachlan, a Yahoo Lifestyle reporter, shared his experience at the LA location. He was instantly hooked after trying the sausage and egg burger alongside their famous hash brown bites. “I finally get the hype,” he said, eagerly anticipating the restaurant’s arrival in Australia.
What’s on the Menu?
Eggslut is all about eggs, featuring dishes familiar to Aussie brunch lovers. One standout is The Slut, a coddled egg served in a jar with creamy potato purée, gray salt, and chives, paired with fresh baguette slices. They also offer a variety of burgers, sandwiches, and sides.
Andy Lee, co-owner of Eggslut, expressed excitement about launching in Australia. “From our food truck beginnings in LA, we’ve believed in simple, quality ingredients that create memorable meals,” he noted.
Why the Name Change?
Curiously, Eggslut won’t be called that in Australia due to a previous naming dispute. In 2018, a Brisbane man tried to register the name but was rejected by corporate regulators who deemed it “undesirable” due to its controversial nature.
This case sparked discussions about language and branding. The term “slut” is often seen as derogatory, typically applied to shame women for their sexual choices. A tribunal concluded that even with a qualifier, the word still carries a significant offensive weight.
Despite the failed attempts, the popularity and charm of the brand remain strong. In a unique twist, the man argued the name would draw attention and stir curiosity about egg dishes. Many food brands today lean into edgy names to stand out, making this case quite interesting in the broader context of food culture.
The Bigger Picture
Eggslut’s journey reflects larger trends in the food industry. Restaurants are increasingly aiming for distinct identities, sometimes risking controversy to attract attention. Social media platforms, especially TikTok, play a massive role in shaping consumer interest. Posts about Eggslut have garnered thousands of likes, demonstrating how culinary trends can sprout from online buzz.
In the evolving landscape of dining, Eggslut’s upcoming launch in Perth represents more than just a restaurant opening. It’s a moment where food culture meets social trends, sparking conversations about branding, community, and culinary experiences.
You can catch more food updates and cultural insights through reputable sources like The Guardian or ABC News. These platforms often cover the latest happenings in the food world, offering in-depth analysis and discussions.
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Australia, Eggslut, TikTok, Peter Coster, sausage and egg, coddled egg
