The phrase "pur and simple" appears primarily in the context of "Pür & Simple," which is a breakfast and lunch restaurant chain known for its fresh, authentic, and craveable menu items that combine simplicity with purity in ingredients and flavors. The brand emphasizes a bright, casual atmosphere with a focus on local sourcing and a refined breakfast experience. Pür & Simple offers reinvented breakfast and brunch specialties like eggs Benedict, pancakes, French toasts, sandwiches, omelettes, smoothies, and specialty coffees. It is described as a welcoming place that feels like home, aiming to provide fresh, honest ingredients and an enjoyable dining experience. To summarize, "pur and simple" in this context refers to a restaurant concept where the food is pure, simple, wholesome, and delicious, making breakfast and lunch a joyful experience with fresh and locally sourced ingredients.