Breakfast is no longer a quiet, early-morning daypart – it’s one of the most dynamic growth engines in the restaurant and hospitality industry. Once defined by eggs, bacon, and a tight service window, today’s breakfast business spans all-day menus, hybrid formats, high-margin beverage programs, and evolving consumer expectations around value, experience, and health.
For owners and operators in the bar, restaurant, and hospitality industry, the opportunity is real – but so is the complexity. The brands winning in this “breakfast boom” aren’t just adding pancakes to the menu; they’re rethinking how breakfast and brunch fits into their entire business model.
“Breakfast is having a moment again, but it’s not happening in a vacuum,” said Michael DiBeneditto, CEO of Glen Mills, Pa.-based, Golden Waffles, a global leader in fresh-baked waffles and waffle programs for the restaurant and hospitality businesses. “You’ve got a few things converging at once. Consumers are looking for value, comfort, and familiarity, especially in a more uncertain economic environment. Breakfast checks all three boxes. It’s typically more affordable than other dayparts, and it delivers the emotional connection people want right now. At the same time, operators are being more intentional about where they can drive traffic without adding complexity. Breakfast is a smart lever because it can be high-margin and relatively simple to execute.”
Why Breakfast Is Booming Now in the Restaurant and Hospitality Space
Across segments – from quick-service cafés to luxury hotels and resorts – operators point to a convergence of economic, cultural, and behavioral shifts fueling demand.
“The current surge in breakfast demand isn’t coming from one single factor,” said Gabriel Morales, director of food and beverage at Tommy Bahama Miramonte Resort & Spa, a luxury desert oasis in Indian Wells, Calif. “It’s the overall result in several structural shifts in consumer behavior, basic economics, and social food trends. Breakfast or ‘brunch’ is now seen as cheaper way to eat out and entertain clients and family vs. going to dinner or lunch in a normal location. Prices for lunch and dinner have gone up almost 20 percent in the past two years, making it out of reach for most. Breakfast grab-and-go locations have popped up having more affordable options as well as quick serve options.”
That value perception is critical in today’s environment. “People still want to go out, but are much more price conscious lately,” shared Kelsey Bush, chef and owner of Bloomsday and Loretta’s in Philadelphia. Bloomsday has a successful weekend brunch, while Loretta’s is one of the most popular breakfast and coffee hotspots in the city, with viral iced lattes, pastry program and breakfast sandwiches. “Everyone still wants to treat themselves, so breakfast is a great option.”
Comfort also plays a major role. “Breakfast has always been a comfort space for guests,” said Mike Stasko, president of Sunny Street Café, a hot spot for breakfast and lunch with more than 20 U.S. locations in the Midwest and South regions. “We think of it as an ‘old standby’ that people can consistently rely on. It also tends to be more approachable from a price standpoint, which matters right now as consumers are more mindful of how they spend when dining out. Because it checks both the emotional and value boxes, we see this demand as very sustainable.”
At the same time, lifestyle shifts – from remote work to reduced alcohol consumption – are reshaping when and how people dine. “I think remote work has given people more flexibility in their schedules, so breakfast out is viable in a way it wasn't pre-COVID,” said Chef John Martin of Tujague's—a 170-year-old Creole restaurant in the French Quarter of New Orleans.
Michael Babin, founder and principal of Neighborhood Restaurant Group – which includes seventeen restaurants, two breweries, a wine shop, a bakery and coffee shop, a butchery, a food hall, and more – pointed to numerous reasons for the rise and reinvention of breakfast. “There are a lot of reasons for the boom in breakfast and brunch,” he said. “Comfort food is in high demand, and many traditional breakfast items are classics in that category; health-conscious customers may feel that the best time to load up on carbs and protein is early in the day; and for some, socializing at breakfast or brunch may be replacing the time they used to spend late night at the bar. Of course, there's always the fact that day drinking is fun!”
Breakfast Is No Longer a Time – It’s a Platform
Perhaps the most profound shift is how the industry defines breakfast itself.
“The biggest shift is that breakfast is no longer confined to breakfast hours,” said DiBeneditto of Golden Waffles. “Operators are asking, ‘How do I make this item work harder for me?’ We’re seeing more all-day breakfast, but also hybrid formats where breakfast overlaps with snacking, lunch or even late-night. Waffles are a good example. They show up as a morning entrée, a sandwich carrier at lunch or a dessert at night, all from the same base. Cross-daypart flexibility is attractive because it drives revenue without adding new SKUs or complexity in the kitchen.”
Operators across the country agree. “Traditional meal periods are going away and ‘breakfast’ is no longer a time, it’s simply become a category on a menu,” noted Morales of Tommy Bahama Miramonte Resort & Spa. He added that the resort’s operators have shifted offerings to a hybrid menu, offering breakfast and lunch brunch till 3 p.m., allowing guests a more selective and economical mix of culinary options.
Hybrid formats – blending breakfast, brunch, and lunch – seem to be the norm. “I would say hybrid is back, baby,” said Chef Joey Maggiore, co-founder of Hash Kitchen, founded in Phoenix and set to expand across the country. “You are not just a breakfast house; you are brunch and lunch. You have to have enough on your menu that hits all of those categories for everyone.”
At Snooze – a breakfast and brunch eatery with nearly 70 locations across 10 states – that flexibility is strategic. “Operators are starting to rethink where breakfast naturally extends rather than forcing it into every daypart,” shared Jordan Russell, director of brand marketing at Snooze. “The biggest shift for Snooze has been asking where breakfast naturally has permission to extend. That often means blending into brunch and lunch to create more flexibility and capture additional occasions.”
Even brands rooted in tradition are embracing all-day availability. “Breakfast is in our DNA,” said John Dillon, CEO of La Madeleine, which boasts more than 80 locations, each restaurant with its own charm – all focusing on authentic French experience.. “Unlike many concepts that treat breakfast as a limited or weekend occasion, we serve breakfast all day, every single day, because our guests expect that moment of French-inspired warmth, whether it's a lazy Sunday or a Tuesday afternoon… Breakfast at la Madeleine isn't a daypart, it's a state of mind.”
The New Breakfast Guest: More Demanding, More Intentional
As demand grows with breakfast and brunch offerings, so do expectations, per experts.
“Guests today are far more intentional about how they start their day,” shared Dillon. “They're not just looking for fuel; they're looking for an experience and a moment of joy before the day gets loud. At La Madeleine, our purpose is to ‘Spark Joy Every Day,’ and breakfast is arguably our most powerful opportunity to deliver on that. Guests now expect quality ingredients, genuine hospitality, and a sense of place.”
That sentiment echoes across the industry. “Guests still want comfort, but they expect more from it now,” explained DiBeneditto of Golden Waffles, citing customization, experience, and functionality as key drivers. “It’s not enough for breakfast to just be good. It has to feel worth it.”
“Effort needs to be put in,” added Bush of Bloomsday and Loretta’s. “People want more complete, beautiful, and plated dishes. Or, they want to build their own experience, so they want options.”
For Erica Holland-Toll – the culinary director at The Culinary Edge, a food and beverage consulting company based in San Francisco – convenience is now a non-negotiable for many customers and establishments that offer breakfast. “COVID has trained the modern consumer to expect takeaway options, no matter where they are eating,” she said. “Having a portable, easy to eat on the run meal option is table stakes for any brand at any size. That means that your local diner is competing for morning breakfast traffic with Starbucks, and so, standing out with hot, freshly made breakfast options is a clear opportunity to win.”
Speed is equally important to guests and restaurants. “Breakfast is the one meal that consumers have zero tolerance for delay,” added Holland-Toll. “If you can’t get them their meal in the promised window, they won’t come back, and you risk your reputation at other meal periods as well.”
Breakfast is also becoming more elevated and experiential, which guests seek. “Breakfast is no longer routine, it’s a ritual,” explained Sergio Aguilera Gazca, executive sous chef at The Ritz-Carlton, Rancho Mirage in Palm Springs, Calif. “It’s where hospitality truly begins. Guests want something approachable, but also elevated and intentional. It’s no longer just a quick meal; it is how people choose to start their day. At State Fare Bar & Kitchen [at The Ritz-Carlton, Rancho Mirage], we see that in dishes like our Rancher’s Reserve Bowl, where familiar ingredients are elevated with thoughtful preparation and bold flavors. When you focus on quality, consistency, and atmosphere, I absolutely see this growth as sustainable.”
Menu Trends: Familiar, Functional – and Slightly Unexpected
If there’s a single, overall theme across breakfast menus today, it’s balance – between comfort and innovation, indulgence and wellness, familiarity and surprise.
Here are some of the key themes the industry is seeing right now, according to the experts that Bar & Restaurant News spoke with:
- Protein and Function Lead the Way: “Protein, Protein, protein… continue to grow,” said Holland-Toll of The Culinary Edge, pointing to high-protein, high-fiber, and snackable formats. Golden Waffle’s DiBeneditto agreed: “Consumers are actively looking for foods that feel purposeful. Protein-forward and functional breakfast is big and it’s not going away.”
- Nostalgia Is Back – with a Twist: “I think it went from over the top, innovative, how far can you take brunch, to now coming back to simplicity, quality, and nostalgia” said Maggiore of Hash Kitchen. That aligns with what operators are seeing nationwide. “Nostalgic items, going back to the roots,” he added. “Simplicity in your dishes, and things we grew up with. Going back to the basics but executed at a high culinary level.” At Ruby Slipper – a popular brunch and breakfast restaurant that started in New Orleans and has since expanded across the Gulf South – nostalgia comfort translates to familiar dishes with bold upgrades. ‘We’re seeing strong momentum around dishes that deliver a sense of familiarity but with unexpected, craveable twists,” said Jennifer Weishaupt, co-founder of Ruby Slipper. “Guests still gravitate toward classic breakfast formats like French Toast and Eggs Benedict, but they’re increasingly looking for bold flavor, layered textures and a visual element that makes the dish feel like an experience.”
- Global Flavors and Creative Mashups: Operators are also incorporating everything from ube to matcha to global and regional sauces, often layered onto classic formats. “The global influence, in particular, has real staying power as guests become more exposed to different cuisines through travel and expect to see that reflected back at home,” said Russell of Snooze.
- Sweet-Savory and Texture Play: “Sweet breakfasts with more complex flavor profiles are big, as are complementary flavors like savory/sweet combos,” noted Bush of Bloomsday and Loretta’s. DiBeneditto, of Golden Waffles, highlighted texture as a major driver, especially among younger diners: “Crunchy, chewy, creamy, layered experiences are driving engagement both in person and on social, and waffles naturally lend themselves to that kind of contrast.”
- Handheld and Portable Formats: “Handheld breakfast continues to gain momentum, especially elevated breakfast sandwiches,” shared Stasko of Sunny Street Café. “They’re convenient, portable, and offer a lot of flexibility for innovation, which gives them strong staying power. It’s a format where you can continuously introduce new flavors and combinations while still delivering on familiarity. We are actually leaning into that with a new breakfast sandwich launching this summer.”
- Bakery and Café Influence: “French cafés and pastries are also making a strong comeback – I'm seeing a fair amount of bakeries opening up, which is especially exciting for neighbors,” said Chef Kyle Focken of Junebug, a dining bar, vinyl lounge, and private event space in the Warehouse District of New Orleans. And Mawa McQueen, chef and owner of Crepe Therapy Café (with three locations in Colorado), sees similar momentum: “Crepes are here to stay. And not just in ski towns or on snowy days – crepes are something we're seeing grow in popularity year-round. They're nourishing, comforting, and rooted in tradition… At my restaurant, Crepe Therapy Café, we use a variety of flours, like buckwheat, garbanzo bean and blue corn, to create healthier crepe alternatives with creative flavor profiles.”
- Beverages to Enhance Profitability: If breakfast and brunch drives traffic, beverages can drive profitability – and differentiation. “Beverages are where the margin really comes from,” said DiBeneditto of Golden Waffles. Across the board, operators agree that coffee and breakfast/brunch specialty drinks are essential. “A strong breakfast beverage component can double the check average,” said Morales of Tommy Bahama Miramonte Resort & Spa. At The Maker Hotel in Hudson, New York, Food & Beverage Director Pia Bazzani emphasizes the importance of drinks: “Beverages set the tone for the experience… it’s what makes guests return daily.” She oversees the three dining concepts at The Maker Hotel – the signature restaurant SERRE, The Maker Lounge, and The Maker Cafe, where breakfast is served.
Operational Realities for Breakfast: Speed, Simplicity and Consistency
Despite the excitement around innovation in the breakfast and brunch space, the operational playbook for breakfast remains grounded in fundamentals.
“Breakfast is a compressed, high-pressure daypart,” said Russell of Snooze. “The rush hits hard, and guests are often on a schedule, so timing, coffee and first impressions all matter more. There’s less margin for error because people are starting their day with you. Unlike other dayparts, breakfast rarely offers a natural lull for training — especially compared to the built-in break traditional casual concepts have between lunch and dinner. The most successful operators simplify where they can and build systems that support consistency under pressure.”
Operators must balance speed with creating an experience. “It’s faster, and you're more conscientious of your customer's time than you are in the evening” said Bush of Bloomsday and Loretta’s. “An experience needs to be created, but at the same time they're on their way to work, so you need to respect that.”
One of the biggest pitfalls with breakfast operations? Complexity.
“The biggest risk is… overcomplicating things,” said DiBeneditto of Golden Waffles. “Chasing trends that look good on paper but don’t translate in a real kitchen. When menus get too complex, margins shrink, training becomes harder, and consistency starts to slip. The operators who are going to win are the ones who stay disciplined. They build around items that are versatile, efficient, and easy to execute, and then layer in creativity in a way that still works operationally.”
Morales, of Tommy Bahama Miramonte Resort & Spa, advised restraint when planning a breakfast strategy: “A big mistake is to try and copy someone else,” he said. “You do you – to do a successful ‘brunch,’ pick three to four highly successful high margin breakfast items that are not labor intensive and make sure it make sense around the other offerings. Always menu engineer your menu for speed and cross utilization of ingredients.”
And Dillon, of La Madeleine, emphasized that operators who’ll win long-term are those who treat breakfast as a genuine expression of their brand identity, not just an incremental revenue daypart. “Simplify your execution so your team can deliver consistently, invest in your off-premise infrastructure, and listen obsessively to your guests…,” he said. “The breakfast opportunity is real, but it rewards brands with a clear point of view. Find yours, and be relentless about it.”
Overall, from a financial standpoint, breakfast can be lucrative, according to experts, but it comes with operational nuance.
“Breakfast can be one of the most attractive dayparts on the P&L [profit and loss] if it’s done right,” revealed DiBeneditto of Golden Waffles. “You’re typically working with lower food costs, simpler prep and faster ticket times, which is a strong combination. But what really separates breakfast is how efficiently you can build a menu if you’re thoughtful about it.”
To have a strong breakfast daypart, Snooze’s Russell suggested that operators focus on core ingredients. “Breakfast can be a strong daypart when it’s built with intention,” he said. “Core ingredients are generally more manageable than lunch or dinner proteins — egg pricing aside — and that can support healthy margins. Beverages are a major driver, both for check average and profitability, without adding a lot of operational complexity. That said, breakfast moves fast and demands consistency. If execution slips during peak or the menu becomes too complex, the economics can shift quickly.”
But healthy margins aren’t guaranteed. “Breakfast can be a strong daypart from a margin perspective, but it also comes with very defined price expectations from guests,” noted Stasko of Sunny Street Café. “There’s less room to stretch pricing, so it requires a disciplined approach to menu engineering and operations. When executed well, it can be highly efficient, but it really depends on balancing quality, speed, and value.”
How to Stand Out in a Crowded Breakfast/Brunch Market
As more businesses focus on breakfast and brunch or re-think how they’re doing it, differentiation is becoming both harder and more essential.
“The biggest risk is sameness,” explained Russell of Snooze. “As more brands enter the space, it’s easy to replicate surface-level ideas and trends without building the substance behind them. Over time, that flattens the category. The brands that stay focused on quality, creativity, and execution will be the ones that keep leading.”
“Be different,” encouraged Maggiore of Hash Kitchen. “If you are copying and pasting what everyone else is doing, you will be a stagnant brand fighting for the same dollar. It is important to be nostalgic, creative and stand out.”
For Weishaupt of Ruby Slipper, differentiation is about identity. “Differentiation comes down to a clear point of view,” she said. “Whether it’s through menu innovation, hospitality, or atmosphere, successful concepts know who they are and execute consistently. Hospitality, in particular, is where brands can truly stand out. Service that feels genuine, attentive, and personal is what guests remember long after the meal is over… At Ruby Slipper, that means delivering a vibrant, welcoming experience led by a team that prioritizes thoughtful, standout service, paired with bold, flavor-forward dishes that can’t be easily replicated elsewhere.”
Junebug’s Focken agreed: “Restaurants can stand out with thoughtful menu preparations and dishes that are genuinely fun to eat. It's important to set a gold standard for your breakfast/brunch service and maintain that standard every day, focusing heavily on giving guests a phenomenal experience, with the same integrity as you might have for dinner. To put it simply, restaurants can stand out by creating a nice experience.”
Opportunity and the Road Ahead
Looking ahead, breakfast offers significant growth potential – but only for restaurant and hospitality owners and operators who stay disciplined, according to the industry leaders that Bar & Restaurant News connected with.
“The biggest opportunity is how much room breakfast still has to grow,” said Russell of Snooze, pointing to weekday occasions, catering, beverage innovation, and off-premise.
Moving forward, Golden Waffles’ DiBeneditto said he sees upside in versatility: “The biggest opportunity is treating breakfast as a platform, not just a daypart. There’s still a lot of untapped potential there…”
Aaron Kiel is an award-winning journalist and PR professional with more than 20 years of experience in the beverage, tea, coffee, hospitality, and technology sectors. He contributes to Questex’s Bar & Restaurant News as a reporter/writer, and he was previously the editor of Questex’s World Tea News, as well as the Specialty Coffee Association’s member journal, The Chronicle, among other editorial roles. His work with Bar & Restaurant News has earned multiple accolades, including the 2025 Folio: Eddie & Ozzie Award for “Range of Work by a Single Author – B2B” and the 2024 award for “Best Single Article, Culture & Community – B2B.” He also received multiple regional awards (2024 and 2026) from the American Society of Business Publication Editors’ (ASBPE) Azbee Awards. In addition, Kiel was honored as a recipient of the 2024/2025 ASBPE Diversity Fellowship Award, which supports and recognizes diversity in the field of B2B journalism. Connect with him on Instagram @adventurer_explorer or visit akprgroup.com.