NAPERVILLE, IL — Jeff Martin never thought about it initially but can see how the name of his chain of breakfast food restaurants — which feature unique sandwich offerings, as well as breakfast burritos and tacos — is bound to raise a few Effin eyebrows when he opened his first location in Florida in 2019.
But a little harmless fun and punchy marketing never hurt anyone, Martin figured. Besides, the entrepreneur who refers to himself as the “Effin Presidente” found that people tended to like what they saw — and better yet, what they were eating. Even if the place they were finding creative takes on breakfast food pushed the envelope on common decency.
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