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Breakfast is promoted as the most important meal of the day


Chris Brown, Turpin Smale Catering Consultants, UK, writes a blog at greatcafes.

“Shibden Mill Inn, just outside Halifax, Yorkshire, UK. The place for Alan Walker’s handmade sausage, middleback bacon, roast tomato, homemade black pudding, free-range egg, flat-cap mushrooms, and baked beans.” In Vancouver, Canada, it’s café chain JJ Bean. “Chorizo breakfast wrap – two rivers chorizo hash, scrambled eggs, Monterey Jack Cheddar, habanero mozzarella and cilantro-lime sauce on a tomato tortilla.”

David Garcelon, Waldorf Astoria, New York “Our most popular breakfast is a tie between fresh fruit and two eggs cooked any style. On the less healthy side, most guests order our applewood smoked thick-cut bacon. They love it because it is more than twice as thick as other hotels, and has a great smoky flavour.”

Matt Buckingham, Drake & Morgan, UK “Our all-day breakfast, including eggs Benedict, a gourmet bacon sandwich, blueberry pancakes with maple syrup, avocado on sourdough with chili and poached eggs.”

including students, young professionals and people starting out with young families. Food is the new rock ’n’ roll among youngsters. There’s a higher demand for quality and value is still critical.

The full English

breakfast is one of the most popular options at Hong Kong’s Mandarin Oriental hotel

“They may skip breakfast, but have something mid-morning and call it breakfast. Eating occasions are becoming blurred. Meal times don’t need to be regimented for them. This is reflected by the rise of all-day dining – it’s not just about breakfast. People may have breakfast at home and then a second breakfast mid-morning – research we conducted for cereal manufacturer Kellogg’s showed this.”


hris Brown comments: “If Millennials in the UK are missing out on breakfast, the obesity crisis would indicate

they are making up for it at other meals. People want a place to meet friends. Cafés are tapping into this with some serving alcohol in the evening.” UK sandwich chain Pret A Manger is testing dinner service at its outlet in London’s Strand, with meals such as meatballs and macaroni cheese. Alcohol is also being served on the premises for the first time.

Are Millennials skipping breakfast in other countries? Ryan from Kempinski Hotels says: “Millennials are reshaping the way operators need to deliver their products. They must pay attention to this generation’s demands and as operators we must understand this.” David Gardelon, executive chef at the

Waldorf Astoria, New York, says younger customers tend to ask for breakfast-type items they can take with them, while Malody, says: “It’s not just Millennials

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who don’t want to sit down for breakfast any more – it’s all of us. If you can order a nutritious, price-sensitive breakfast at a drive-through window, so much the better. In many cases, consumers don’t even want to get out of their cars. It’s drive and go, now.” Kevin Tsang, director of food and

beverage, The Peninsula, Hong Kong sees a different situation in Hong Kong. “Breakfast is considered the most important meal of the day. It can be simple (bread or something from a local fast food shop) or luxurious (dining in a hotel). I can see people skipping lunch or dinner, but not breakfast.” Stenning feels operators need to produce a broad choice of products throughout the morning and serve food to suit consumer needs any time of day. “We’re living in a 24/7 society,” he says. Stenning forecasts further growth in eating out in the UK over the next three years. “The UK has a considerable way to go compared with the USA. In the USA, half of all food is consumed out of the home, with half going on grocery spending. In the UK, 30% of food is consumed out of home, companied with 70% on grocery.”

Malody thinks breakfast is becoming

portable, easy to eat in the car, ethnically- inspired and affordable, “that truly taps into a flavour adventure”. Chris Brown adds: “There will still be commuters who require a drink and snack. But set meal times will be seen as old-fashioned; eating will become all-day grazing.” In Hong Kong, Skyvara sees breakfast becoming healthier and faster, and customers will be looking at where produce comes from.”

Whatever the future brings, breakfast (in one form or another) is here to stay.


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