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Breakfast and Brunch

Breakfast is an almost universal occasion, with 95% of UK adults partaking of the meal. While 55% of people eat it at home every day, almost half (49%) sometimes eat breakfast out of home, according to Mintel. Indeed, recent research from Lamb Weston reveals that 2.6 million adults in the UK now eat out of home between 10am and 12pm, up from approximately 1.3 million adults in 1974.

“Breakfast is the smallest daypart in terms of traffic for total out of home with 12% share,” says Sarah Collins, Account Manager at the NPD Group. “But this smallest daypart is seeing robust growth, having increased traffic by more than 7% for the year ending September 2017.”

While the daypart is undoubtedly growing well, operators could still be missing a trick. Amy Price, Senior Food and Drink Analyst, Mintel, comments: “The vast majority of breakfast eaters agree that there are more convenient breakfast options around, facilitating usage. It would seem, however, that the cost of eating breakfast out of home is still seen to be the main deterrent to more frequent uptake, with almost seven in ten (68%) saying it is too expensive to eat breakfast out of home often.”

Route to ‘eggs-tra’ profit Research by Kantar on behalf of the British Egg Industry Council shows that in-home consumption of eggs at breakfast has been driven by consumers looking for healthier, more natural options. This trend is reflected in out-of-home consumption too, with breakfast visits involving eggs or egg-based dishes on the rise (MCA Eating Out Panel Q1 2017 vs Q1 2016). There is still significant room for additional growth and research shows many caterers are failing to capitalise on the opportunity (MCA Breakfast/ Brunch market analysis November 2016).

The British Lion eggs’ ‘Wake up to eggs: a report into making the most of breakfast’ highlights strong demand for the availability of traditional egg-based breakfast options when eating out, with 42% of consumers saying that a Full English (with eggs) is the favourite choice. Egg-based menu options also make up three of the top five most popular breakfast when eating out.

Breakfast on plateFavourite breakfasts when eating out:

  • Full English 42% 
  • Bacon butty 8% 
  • Eggs benedict 4.5% 
  • Pain au chocolat 4.5% 
  • Scrambled eggs and salmon 4%

 The most popular places to enjoy breakfast out of home:

  • 46% café 
  • 27% hotel 
  • 28% fast food establishment
  • 20% restaurant 
  • 13% pub

Tetley Breakfast GuideLaunched earlier this year, the Tetley Breakfast Guide offers inspiration and recipe ideas to operators across channels including hotels, the workplace, pubs, cafés and universities. The guide offers insight into the brunch market, with advice from industry experts including Michelin-starred Dominic Chapman chef-proprietor at The Beehive, Sue Baic dietitian and member of the BDA, Chris Roberts, Catering & Beverage Manager at Rowhill Grange luxury spa hotel, David Koller café operator and finalist of the Great British Brunch Challenge 2016 and Mike Haslin, Chief Executive of TUCO. Download the guide here.


“Of those eating out of home, 41% do so because they do not have the time to eat breakfast at home,” comments Amy Price, Senior Food and Drink Analyst, Mintel. “This is fuelling uptake of breakfast on-the-go, which three in ten out-of-home eaters report to do, especially the young. NPD across portable and convenient formats such as porridge pots etc is facilitating this, with 69% of breakfast eaters agreeing that there are more convenient breakfast options available than a few years ago.”

Jon Turonnet, Food Service Sales Manager, Brioche Pasquier agrees: “With so many eating breakfast on the run it is important for outlets to offer a variety of options so that those who don’t want to stop to enjoy their breakfast have a choice that suits their lifestyle. This means considering not only the food product itself but whether it can be easily transported, how it can be temporarily stored in a bag or pocket and whether the product can be eaten with ease and minimum mess.

“Continental bakery products are increasingly popular in the breakfast market. A filling and tasty breakfast choice, a bakery product can be enjoyed on the spot or picked up and taken away to eat on the go.”

Breakfast on-the-go

“Breakfast on-the-go menus are being driven by hot options such as bacon rolls with a hot drink for a discounted price,” comments Clare Moulson, Marketing Executive, Huhtamaki UK Ltd. “Offering a hot option and a takeaway coffee enables customers to grab their breakfast and get on with their day.”


Young adults are driving trend

Young adults and the rise of social occasions are key drivers in boosting breakfast and brunch sales for casual dining operators, according to The Future of Breakfast: An Insight Report 2017.

The new report, launched by potato brand Lamb Weston, has found that young adults are driving the trend for breakfast and brunch out-of-home and are the most likely to eat it on a monthly basis across all types of hospitality venues, with 48% of 18 to 24-year-olds eating breakfast in cafés, restaurants or pubs once or twice a month or more, and 41% of 25 to 34-year-olds doing the same.

Millennials are also eating breakfast/brunch later in the day, particularly at weekends, with 32% eating brunch after 11am on Saturdays and 39% eating out after 11am on Sundays. This group is also driving the rise of ‘Breakfastarians’, who are looking for breakfast or breakfast-influenced dishes throughout the day.

While consumers are more health conscious than ever before, when it comes to breakfast/brunch, indulgence is a key driver for 55% of people when selecting breakfast dishes, rising to 66% for 18 to 24-year-olds, according to Lamb Weston’s The Future of Breakfast: An Insight Report 2017.


Going global

“Global flavours are becoming increasingly popular in the mornings; the textures and strong tastes they offer will further develop the breakfast offering into a longer occasion,” says Aine Melichar, Senior Brand Manager, Kerrymaid. “Applying international cuisine themes to popular dishes and combining them with versatile ingredients that contribute to a ‘betterfor- you’ lifestyle such as eggs, can transform a traditional breakfast into an innovative all-day recipe.”

Emma Macdonald, Founder, The Bay Tree (, agrees: “International flavours are adding a twist to British classics. Baked eggs are delicious served with South American or Asian-influenced accompaniments. From smoky chipotle to the added oomph of garlic pickle – giving a nod to global flavours will keep your brunch menu on trend.”

Kerrymaid has created an in-depth guide for operators looking to expand their brunch menu, bringing together the latest trends to create a range of dishes using two culinary mother sauces: Kerrymaid Béchamel and Kerrymaid Hollandaise.

The guide is available to download at

Thinking outside the box

“Expectations have become higher, which means operators must consider their menu carefully to utilise this incredibly lucrative sector of the foodservice market,” says Fabien Levet, National Account Manager – Foodservice, Pidy UK. “It is important to keep up with new trends and adapt offerings accordingly to meet consumers’ needs, while also maintaining a traditional breakfast theme that doesn’t stray too far from tradition.

“Sticking to a traditional theme is wise because breakfast habits rarely change; however it is also nice to add a slight twist to certain dishes to ensure your menu stands out from the competition. Instead of a usual breakfast roll, why not offer your customers a choux pastry carrier as an alternative to an English muffin? Our éclair, for example, is made from a light choux pastry and adds an element of European elegance. Savoury éclairs are an innovative concept, offering fantastic variation with the neutral buttery taste welcoming creamy scrambled eggs, topped with crispy bacon.”

MealBreakfast is having an increasing menu influence across all dayparts from breakfast pizzas, burgers and brunch pies to cocktails, according to Lamb Weston.

Pubs are missing out Lamb Weston’s The Future of Breakfast report found that although more Britons go out for breakfast than ever before, just 12% eat breakfast in a pub every month.

This low level of breakfast consumption in pubs is in a market where, according to the new research, 58% of people now say breakfast is the most important meal of the day. The findings also show that 67% of people feel it is important that pubs have breakfast options on the menu.

The report also highlights the ‘Third Space’ opportunity for pubs around breakfast and brunch, with 34% of UK adults now viewing it as a viable alternative to lunch or dinner for business meetings, which increases to 44% in London.

Morning tea at Lodge on Loch LomondMorning tea at Lodge on Loch Lomond

Situated in a particularly stunning location, Lodge on Loch Lomond has introduced a ‘Morning Tea’ occasion that is available from mid-morning until lunch. Run along similar lines to the hotel’s popular Afternoon Tea offering, Morning Tea is succeeding in its mission to increase footfall in the morning.

Sandra Cunningham, Sales Manager, explains: “The Morning Tea package comprises a real feast: warm foods such as tattie scone, chorizo and poached egg alongside paprika and hollandaise skillet are on offer.

“If guests prefer something less indulgent there is a homemade granola with yogurt and a delicious berry compote option. Of course, all of the expected Afternoon Tea goodies are available too, such as Victoria Sponge, home-baked scones and a choice of coffees and teas. By adding this package to the restaurant choices at The Lodge, the kitchen now serves food all day.”

Grab the opportunity

Nigel Phillips, Lamb Weston’s Country Sales Manager UK & Ireland, says: “The UK breakfast and brunch market is experiencing a big boom, with 58% of people now seeing it as the most important meal of the day and as a crucial element of a venue’s offer. The times and occasions for breakfast and brunch are also evolving with breakfast no longer viewed as a functional meal to start the day but as a sociable, indulgent occasion.

“Breakfast is a large and innovative market, presenting a great opportunity for casual dining venues and pubs to diversify their offer and grow. Operators need to shape up their offers to capitalise on this significant opportunity.”

Huevos Rancheros - Mexican BreakfastHuevos Rancheros - Mexican Breakfast

Recipe courtesy of Demuths Cookery School Serves: 4-6

1 small corn or wheat tortilla per person
1 egg per person
Chipotle Hot Sauce
1 onion, finely chopped
2 cloves garlic, finely chopped
2 bay leaves
1 chopped fresh red chilli (or more if you like it hot!)
1 chipotle chilli (dried)*
1 tin chopped tomatoes Olive oil, salt and pepper
Lime juice
Brown sugar

Toppings: Chopped spring onions, chopped coriander, chopped fresh chilli, grated cheddar, sour cream

1. Dry fry the dried chilli in a frying pan until it turns darker and puffs up a little; transfer it to a small bowl and cover with 100ml of boiling water. Leave for about half an hour (while the onions cook). This rehydrates the chilli - you will use the chilli water in the sauce.

2. Heat about 2 tbsp of olive oil in a large frying pan. Add the onions and cook them until they are really soft and golden. Add the garlic and fresh chilli and stir for a couple of minutes. Add the bay leaves and chopped tomatoes and simmer for about 10 minutes. Chop the dried chipotle chilli and add to the sauce. Taste and season well with sugar, lime, salt and pepper.

3. When you are happy with the sauce, crack one egg per person directly into the sauce and put on a lid (or a large plate) and leave to cook - the time this takes will vary depending on how you like your eggs: 3 to 4 minutes for soft, a bit longer for set yolks.

4. While the eggs cook warm your tortillas and place one per person on a plate.

You can leave the sauce chunky or puree with a hand blender.*
If you can’t find dried chipotle chillies you can use chipotle paste.

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