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The breakfast boom

The breakfast boom

The UK breakfast industry is booming, according to new research from bakery foodservice company Kara. The survey revealed that Brits are spending £13bn on dining out for breakfast every year, highlighting millennials as key consumers in this market.

It's not just the traditional full English that is fuelling the breakfast boom. Bottomless prosecco brunches are popping up on menus nationwide, as dining out for brunch becomes a recognised occasion. Many operators are embracing international twists on the traditional breakfast menu. Indian street food restaurant Dishoom serve a range of breakfast options with an Indian twist, including naan rolls and Kejriwal – fried eggs on chili cheese toast. Casual dining chain Giraffe serve the Turkish flatbread pide, alongside choices including ranch steak and the Middle Eastern baked egg dish shakshuka. Kara’s survey also noted that 40% of millennials sporadically choose to avoid gluten, emphasising the importance of including a good range of gluten-free options on your breakfast menu.

An increase in the popularity of breakfast and brunch dates, particularly for millennials, could in part be attributed to photo sharing app Instagram, with research by casual dining restaurant Zizzi’s revealing that Brits spend 74 minutes a week looking at pictures of food on Instagram, rising to 138 minutes per week for millennials. This is coupled with an increase in the number of ‘food crazes’ such as cloud eggs and avocado toast – photos of which pop up all over Instagram and social media.

A good breakfast offering has become a key part of the guest experience for pubs, restaurants and food retailers. To tap into this growing market and encourage customer loyalty, ensure your menu offers a range of options – including catering to vegetarians, vegans and those with food allergies. As illustrated by Dishoom and Giraffe, it can’t hurt to offer something a little bit different too, and of course it helps if it looks good enough to share on Instagram!

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