Feature: Rise and dine

Set your guests up for the day with a wholesome breakfast offer

The decline of the night-time economy has opened the door for the on-trade to capitalise on other dayparts. Consumers are said to be snacking more and opting for breakfast out over dinner, with a Seafish report from January noting that dinner has seen the sharpest decline in traffic at 9%, with lunch also declining by 4%, while snacking and breakfast occasions were up 1% and 2% respectively. And, with North America and Europe holding the largest share for on-the-go breakfast products, operators would do well to heed the old “breakfast is the most important meal of the day” adage and cash in on this traditionally quiet time of day.

“With more people buying breakfast outside of the home, morning service has the potential to be profitable for operators, says Mark Conron, group head of customer communications at Nisbets. “However, to ensure a successful start to the day, operators need to balance beautiful and delicious breakfasts for those using the occasion to socialise alongside quick grab-and-go options for consumers.”

On the move

While breaking fast provides fuel for the day, the reality is that most Brits opt for a simple bowl of cereal or a portion of toast when consuming it at home. The frequent morning out-of-home diners are generally commuters starting their day bright and early.

So, as Tom Styman-Heighton, development chef at Funnybones Foodservice, advises: “To appeal to busy grab-and-go diners, restaurateurs should ensure their offering is easy to eat on the move. Anything that requires cutlery or is messy will inevitably hinder the convenience factor that makes takeout breakfast so attractive in the first place.”

King of breakfast on the go is the mighty breakfast wrap; it’s super quick and easy to pull together. Simply bundle egg, sausage, bacon (or veggie alternatives) and (optional) baked beans, along with a hash brown, into a soft tortilla, sprinkle with grated cheese, toast and voilà! The ultimate hand-held convenience meal that’s both filling and tastes good.

Milk, two sugars

No breakfast is complete without a drink, with many adhering to the ritual of a much-needed caffeine hit to kick-start their day. With around 98m cups consumed daily, it’s essential for operators to provide a varied and premium coffee offer.

“Whereas cool lattes and frappes often take centre stage in the afternoon, customers tend to prefer a cosy cup of hot coffee in the morning,” says Rob Baines, GM at Farrer’s Coffee. “From espressos to cappuccinos to Americanos, flat whites and mochas, customers enjoy the freedom to personalise their drinks, whether this be with a pump of syrup, a splash of CBD or swapping dairy milk for an alternative option.”

Right now, the number of consumers seeking non-dairy ‘milks’ – such as those produced from almond, coconut, oats or soya – is on the rise. As Andrew Barrow, sales director at Evoca, observes: “Year on year, the figure goes up, so it’s definitely not a fad. If you fail to address this demand, you’re likely to miss out.”

Hot drinks form a focal point of morning service at Indian street food restaurant brand Karak Chaii. Launched in Birmingham in 2019 by husband-and-wife duo Sughir and Sara Javed, the business’s success has seen it expand to 23 locations nationwide, including London, Nottingham, Rugby, Cardiff and Bolton, with a further 13 launches in the pipeline this year.

“Our cafés are located in high-footfall urban areas, making mornings a significant revenue stream for us – particularly for customers looking for a quick grab-and-go item,” says Sughir. “Unsurprisingly, hot drink purchases lead the way at this time of day, particularly our signature spiced chai, as consumers look for that essential caffeine fix. It took nine months of meticulous development to perfect this drink.

Trading up on hot drinks is a relatively simple way to drum up extra cash early on. Why not consider teaming sweet treats up with drinks to form enticing deals?

“Doughnuts continue to be a popular sweet treat and, with a wide range of flavours and sizes available, they are a convenient option to help operators increase morning trade,” suggests Oli Sampson, MD at Central Foods.

“Ensure you include mini and gluten-free doughnuts to cater for those who are mindful of their calorie intake, along with those with dietary requirements.”

Coffee can act as a gateway product as, once you get guests through the door, it’s easier to encourage them to upgrade their order. If a customer is waiting at a table for their coffee, for example, it’s likely they might flick through the menu and be tempted to order a little something to eat. “Or, maybe they can see and smell the delicious pastries on display and just can’t resist adding a bit extra to what they originally came in for,” chimes Richard Lowry, head of Black & White Coffee at Bidfood. “Breakfast deals are increasing in popularity – you can offer a coffee and pastry for a set price and the added extra becomes even more irresistible.”

Morning consumers are looking for convenience and quality, actively seeking fast access to freshly made, high-quality items. But all positive dining-out occasions are also heavily dependent on presentation, with customers generally seeking something a little more special than whatever they would usually make at home – coffee is no exception.

“Here at The Landmark London, part of the experience is our speciality coffee,” says Cedric Lescure, director of food and beverage at the five-star hotel in the capital. “All guests are offered premium, freshly roasted coffee in their favourite serve, from cappuccino to latte to Americano. We have an expertly trained barista capable of dispatching 300 coffees during the morning shift, complete with latte art.”

Desi Shakshuka, Karak Chaii

Not only this, but the hotel offers around five different milk alternatives, 20 loose-leaf teas and high-grade matcha for matcha latte lovers. “Service is key to delivering the right experience and ensuring repeat business,” says Lescure.

While hot drinks are a key focus, don’t forget that plenty of guests would like a cold drink, too. And with healthy eating high on the agenda for many, smoothies and fresh juices are the ideal way to nail both cold drinks and health. “Providing an enticing smoothie menu and displaying a selection of familiar (and perhaps some less familiar) pre-prepared fruit and veg, alongside boosters such as ginger and turmeric, is very likely to attract custom,” says Sandro Wulkan, MD at Aquilo Refrigeration.

Michael Eyre, product director at Jestic, agrees, saying: “Making drinks from fresh means unlimited flavours and combinations can be explored, personalised to operator and customer desires, which offers great quality and flexibility.”

Hotel, motel, Holiday Inn

Breakfast is a big deal within the hotel sector, with many offering the in-house service as an optional extra on all guest bookings. Guests at The Landmark London have not one, not two but three choices of venue to kick off their day, and can opt to dine at The Winter Garden Restaurant, the Champagne Bar (yes, it does serve breakfast) or via in-room dining.

“Breakfast is not as profitable as it could be, largely due to the number of hotel guests, who represent 90% of our covers,” notes Lescure. “While we receive an allocation from room revenue, maintaining a buffet comes with high payroll costs in both front- and back-of-house, as well as high food costs. However, breakfast is the most important factor in increasing our satisfaction scores and can be leveraged to drive secondary revenue within other hotel outlets, when you get it right.”

You’ll find all the classics within The Landmark London’s offering, from the breakfast buffet to the full English staples to fresh fruit, pastries and cereal. With the rise in health-conscious consumers, the hotel also has a gluten-free breakfast section, on top of veggie and vegan dishes, a selection of nuts, smoothies and salads.

“Full English items are still the most popular dishes, and made-to-order eggs, like omelettes or Eggs Benedict, remain the stars of the show,” adds Lescure.

Big on brunch

Brunch has become a key player in the morning daypart, with independent research by Aviko finding it to be a popular dine-in occasion, but also in a takeaway format. It’s also a chance to bend the rules a little and have fun, encouraging chefs to get creative in the kitchen as they strive to bridge the gap between breakfast and lunch. As Aviko’s commercial director, Mohammed Essa, suggests: “When it comes to brunch, it’s time to get experimental with cuisine! Take inspiration from the Americas, whether you go for fried chicken or tostadas made with hash browns instead of corn tortillas.”

Argentinian steakhouse concept Gaucho introduced a brand-new breakfast and brunch menu in May, with several of its restaurants unlocking new profitability between 11am and 4pm to meet surging demand. “This daypart now plays a growing role in our bottom line, particularly at our Richmond, Piccadilly, Covent Garden and Hampstead locations, which benefit from a strong brunch culture and weekend leisure traffic,” says Mark Sansom, Gaucho’s marketing director.

Early figures from the group suggest strong uptake, with higher spend-per-head driven by premium dishes, such as steak and eggs with chips and vibrant chimichurri – the brand’s brunch best-seller. Other mouth-watering options include silky scrambled eggs with cured smoked salmon, Eggs Royale and a golden stack of pancakes smothered in smooth dulce de leche.

“Our brunch menu taps into that, blending comfort and luxury with an Argentinian flair,” Sansom notes. “We’re seeing more and more guests seeking more than just fuel; they want classic brunch dishes that are elevated and use quality ingredients.”

Perfecting your morning menu is all about maintaining balance and variety with your products, while at the same time ensuring that taste and quality are always top priorities. As Rebecca Calveley, trade marketing manager at La Lorraine Bakery Group (LLBG), concludes: “It’s crucial that restaurant operators stay informed on the latest breakfast and morning trading trends, seeking out products that reflect consumer interests. By offering items that align with current trends, they can attract more customers and, as a result, boost sales.”

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