Micky Simeone
Staff Writer
Abracadabra’s Breakfast and Bistro is a local eatery approximately two and a half miles from ISU, located at 1151 Yellowstone Ave.
The brain child of brothers Josh and Jonathan Swain, Abracadabra’s offers a unique twist on the “breakfast, brunch, lunch only” concept.
Prior to embarking on this adventure, the Swain brothers were involved with a popular Idaho Falls steakhouse. Upon exiting their union with this steakhouse, their interests remained in the restaurant business.
This interest is strong, yet their preference to have their evenings free is equally as strong. This dilema lead them to an idea and the creation of their own breakfast, brunch and lunch eatery.
The first store opened approximately three years ago in Idaho Falls. Quickly becoming a popular local chain, the Pocatello location was second to open. The newest location opened just prior to Halloween (2018) in Twin Falls. The Pocatello Abracadabra’s will be celebrating its first anniversary on February 2nd, 2019.
Justin Pelletier, who started at the Idaho Falls location is now managing the Pocatello store. He expressed that the switch from the Idaho Falls store was an adjustment for him personally.
“The change from Idaho Falls to Poky was a real culture shock,” said Pelletier.
Despite the significant differences in the communities, the Pocatello location was still well received, according to Pelletier who stated,
“The reception [in Pocatello] has been really good”.
He went on to say that Abracadabra’s is a self starter.
“Once a store opens, they tend to take off really quickly,” Pelletier said.
When asked about the origin of the name, Abracadabra’s, Pelletier explained that the idea behind the name is related to the creation of those original twists on several popular
The menus’ sweet offerings sprang to life as the result of brainstorming sessions between Josh Swain and Skyler Putnam. Skyler, a friend and associate, is also the chef at the forefront of the Idaho Falls location.
Their motto is: “We’re not chefs we’re magicians”.
The portions at Abracadabra’s are nothing to scoff at and quite unexpected for their prices. For example, the 14” pancakes, a triple stack, is less than eight dollars.
76 year old Richard Glenn, who comes in often with his grandkids, smiled and said,
“You need to remember that some of us can’t eat such big portions anymore”. He continued, “The food is delicious but I have to share with the grandkids”.
Having a cool theme, original art throughout, a friendly staff, and a location so close to ISU, has made Abracadabra’s very well liked by Bengal students.
Occasionally this location will have lines formed around the building, especially on the weekends which is their busiest time. This fact has already prompted the start of plans for a new and improved waiting area.
If you prefer lower traffic for your visit, the best time to go is 11am-1pm on weekdays.
The hopes of becoming a successful chain may be a common dream for many restaurateurs, but for the entrepreneurs behind Abracadabra’s, that is where commonality ends.
A culture shock between Idaho Falls and Pocatello? Oh please, give me a break. I’ve lived in both, and both are more similar than different. Idaho Falls/Pocatello vs. NYC? Culture Shock. IF/Poky vs. L.A.? Culture shock. Can’t tell if the manger was trying to make a dig or what, but I’m not impressed.