I think a good way to help explain the feeling the logo should invoke is a short description of the unboxing process when the customer receives the package.
The box should feel like it has been shipped from overseas (see picture 1). The customer should feel like someone from far away (like a pen-pal) sent them something. When they open the box wrapping, they should see a clean, modern, exclusive feeling box. The change from old to new, unknown to known, should make them feel excited. Looking at the box, they should feel like they are part of an upper tier service (e.x. like a premium member of a lounge, airline, or credit card). And remember that the business is breakfast themed, so the logo should also feel light and bright.
**Note: ideally the box and webpage would have an all (or almost all) white background.
My vision for the logo is that it is simple, but elegant and largely the name (so the font and color are especially important). I am open to a small, but not too intricate design accompanying the name. Font and lines should be clean, sleek, and modern (but not something futuristic) like many luxury brands. I've been looking at various luxury airport lounge photos on Google for inspiration on color and expression. However, I've attached some logos that caught my eye (the monogram logo is the one that most attracted me).