South Melbourne gets a taste of the Good Egg

• Put an egg on it (recipe collection)

Greg Bremner, co-owner of Good Egg in South Melbourne, says the new concept is a "pun-free zone". Unfortunately, the eggcitement of having a Melbourne version of New York's Egg Shop or Los Angeles' Eggslut is too cracking to resist.

The shop hatched in Coventry Street opposite the market just over a week ago, with the egg theme informing both decor and menu. Canary yellow runs throughout, from the menu boards to the polka-dot packaging and table legs, the joyful colour scheme demands that you have a good morning, even if you're not.

There are 17 seats inside and more outside, but the egg rolls piled on to sweet challah buns from Woodfrog bakery are designed to be eaten on the go. Try one pimped with avocado, roast corn salsa, corn chips, jalapenos and lime aioli, or order it as a burger with a wagyu patty and confit onions. Good Egg has also made a deliberate effort to avoid any coffee snobbery. "Just honest coffee," says Bremner. "Genovese made really well."

Alongside business partner Nick Devereux, Bremner has been eager to open another concept for nearly five years. Following the success of a bacon and egg roll special at their Balaclava cafe, Wall Two 80, they duo decided to whisk it (sorry).

"Everyone's done fish and chips, burgers, whatever, but I haven't seen anyone else who has only focused on eggs," says Bremner.

His memories of scotched eggs at UK truck stops are re-imagined on the succinct menu: one with pork, fennel and roast tomato dressing, the other with falafel, panko crumbs and harissa and tahini dressing. Real Eggs' "open range" eggs are in every dish and the business backs up its sustainability playing card with compostable packaging. It seems that despite Bremner's aversion to puns, he really did poach the best one when naming the business.

Open Wed-Sun 7.30am-3.30pm.

303 Coventry Street South Melbourne, 03 9939 4239