It took almost 120 years for the word “brunch” to appear for the first time in the United States. According to an article in the New Oxford, an old Pennsylvania newspaper, this elaborate affair was deemed for the wealthy only and much like the runny egg that claimed the mainstay of the menu, it eventually dribbled out into the mainstream.
In 1939, The New York Times proclaimed Sunday a two-meal day, and by the 1960s, bookstores were overrun with brunch-driven cookbooks. By the 1990s, brunch had firmly arrived and even started easing into Saturdays.
However, in the past five years, brunch has become far more than bacon and bubbly; it's a definitive proclamation that consumers have transitioned to earlier dayparts, lighter(ish) fare, wallet-friendly dayparts, and the return to connection-filled experiences.
Diners have always sought value in one form or another, states Technomic, and amid historical inflation, brunch is emerging as an equally satisfying and affordable restaurant occasion. On the weekends, brunch will become the new dinner thanks to its equally appealing social aspects, large adult beverage selections, and lower check averages.
According to a 2023 report from Square, Saturday brunch sales exceeded Friday lunch sales for the first time in decades, replacing the industry’s most lucrative daypart. Fast casual brands such as Curry Up and national brands like Bonefish Grill extended this new daypart to their regular menu.
Brunch also leverages key emerging trends.
1. Healthy, lighter food offerings.
Fresh fruits, flavor-forward spices, seeds, and organics are on menus. Go beyond the bowl and eat it! Serve your foods from coconut shells, turn banana peels into drinks, and aluminum cans into serving vessels.
2. Going big is back.
Gone away are tapas style, small plates in favor of large style family experiences. Bring back the lazy Susan!
3. Eatertainment is the new social media.
OK, so maybe not exactly, but consumers are craving social engagement over social media and appealing to authentic experiences such as hand-rolled pasta, hand-stuffed cannolis, or fresh juice being made table side.
This summer, S.Pellegrino rolled out their "Take a Bite Into Brunch" series, leveraging the Italian relationship with “riposo,” commonly known as siesta in other parts of the world, to honor the time to be with family. This program featured a series of signature brunch cocktails made with SANPELLEGRINO Italian Sparkling Drinks, which are all designed to meet the brunch daypart. Cocktails included the Hot Blooded, a spicy rye whisky cocktail made with SANPELLEGRINO Aranciata Rossa, lime juice, and hot sauce paired with a Cowboy Cannoli. Another selection included the classic Fuzzy Navel cocktail.
The entire menu series was developed to support the shared plates trend with bold, rich, and familiar flavors. Additionally, the Take a Bite Into Brunch platform provided a series of operational tools including carts, ice buckets, and service vessels, creating interactive guest experiences using SANPELLEGRINO Italian Sparkling Drinks as syrups, ice pops, champagne toppers, and conversation-starting coasters.
This once exclusive daypart meant largely for the elite has now become ubiquitous and reaches around the table to eeveryone. It inspires new experiences, emerging flavors, and growing profits for operators and their guests.
Plan to Attend or Participate in the 2024 Vibe Conference, February 26 – February 28, 2024
To learn more about the latest trends, issues and hot topics, and to experience and taste the best products within the on-premise beverage community, plan to attend the Vibe Conference at Town & Country in San Diego, California. Visit VibeConference.com.
Contact us now to secure your program for 2024:
Donna Bruns, Sales & Sponsorships, (for companies A-L), Email: donna@vibeconference.com Phone: 936-522-6932
Fadi Alsayegh, Sales & Sponsorships, (for companies M-Z), Email: falsayegh@questex.com Phone: 440-454-0239
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