Breakfast & Brunch Trends: What’s on the Rise?

Breakfast and brunch continue to present significant opportunities for hospitality operators. Lumina Intelligence data shows breakfast occasions gaining share within the eating-out market, while more recent analysis highlights brunch in particular as one of the fastest-growing dayparts. Combined with strong performance from coffee shop, bakery and food-to-go channels, morning meals, once dominated by full English breakfasts, pastries and simple egg dishes, remain an important source of growth across the sector.

At the same time, chefs are balancing several competing demands. Customers want indulgence, health, convenience, sustainability and visual appeal…often within the same dish! So, what does the future of breakfast and brunch look like?

Global Flavours Move into the Morning

One of the clearest trends shaping breakfast menus is the growing influence of international cuisines. Diners are increasingly comfortable encountering unfamiliar flavours at breakfast, particularly when presented within recognisable formats.

According to Stéphanie Brillouet, Marketing & Innovation Director at Délifrance, consumers are looking for “bold, globally inspired flavours that bring excitement to familiar formats.” She notes that world cuisines offer almost limitless inspiration, from French Croque Monsieur and Vietnamese bánh mì to Mediterranean focaccia sandwiches and American-style breakfast bagels.

This trend is visible throughout the hospitality sector. Shakshouka has become a brunch staple in cafés and hotels, and Turkish eggs continue to appear on menus in local brunch venues to Michelin-starred restaurants. The combination of yoghurt, poached eggs, chilli butter and herbs delivers strong visual appeal, excellent margins and adaptability. Premium operators have elevated the dish further with luxury ingredients such as truffle and caviar. Meanwhile, Korean-inspired breakfast sandwiches, Japanese soufflé pancakes and Mexican breakfast burritos are increasingly common in urban locations.

For chefs, the opportunity lies in introducing international flavours through familiar structures. A breakfast bap filled with Korean barbecue mushrooms, a croissant packed with nduja scrambled eggs, or a miso-glazed mushroom Benedict can deliver novelty without alienating guests.

The Protein Revolution Continues

Health remains a major influence on menu development, but today’s customers are not looking for deprivation. Instead, they want foods that deliver both indulgence and nutritional value.

Protein has become one of the most important menu drivers. Délifrance reports that 42% of consumers actively prioritise protein in their food choices, creating opportunities for protein-enriched breads, pastries and breakfast dishes.

This aligns with wider hospitality trends. Eggs are experiencing renewed popularity thanks to their nutritional credentials, versatility and suitability across multiple sectors. The British Egg Industry Council’s 2026 “Breakfast Smarter” report highlights growing demand for egg-based breakfast dishes across cafés, restaurants, hotels and grab-and-go formats.

For education and workplace catering, protein-rich breakfasts can support wellbeing and concentration. In healthcare environments, nutrient-dense morning options can help diners feel fuller for longer and meet dietary requirements.

Chefs are responding with dishes such as:

Cannellini bean shakshouka with poached eggs
Cottage cheese pancakes topped with roasted berries
Sourdough breakfast sandwiches with egg, spinach and smoked salmon
Breakfast grain bowls featuring quinoa, soft-boiled eggs and fermented vegetables
Protein-enhanced muffins and pastries

The challenge is ensuring health credentials never come at the expense of flavour.

Gut Health and Fermentation Become Mainstream

Another major influence on breakfast innovation is the growing focus on gut health. Interest in sourdough continues to accelerate, while demand for fibre-rich ingredients and fermented foods is shaping menu development. Délifrance reports significant growth in conversations around sourdough and digestive-health claims across bakery categories.

This trend presents opportunities well beyond artisan bakeries and chefs are incorporating dishes similar to the following on their menus:

Sourdough crumpets with whipped
cultured butter

Kimchi breakfast hash
Kefir smoothie bowls
Fermented chilli scrambled eggs
Overnight oats with live yoghurt cultures
Pickled vegetable garnishes for breakfast sandwiches

Sustainability Sets the Alarm Early

Sustainability is no longer confined to dinner menus. It is increasingly influencing breakfast and brunch development across every sector in hospitality. Morning menus offer numerous opportunities to reduce environmental impact while maintaining profitability.

From incorporating surplus bakery products across all dayparts, to sourcing local produce and providing smaller portions or flexible eating formats, operators are becoming fastidious about minimising waste. Following this trend, Délifrance has seen increasing demand for portion-controlled bakery products and mini viennoiserie.

Looking ahead, diners are predicted to be increasingly open to experimentation at breakfast, provided quality and taste remain front and centre. Whether it’s a kimchi breakfast sandwich in a university café, a hot honey pastry in a coffee shop, a sourdough shakshouka in a pub, or a premium Turkish eggs dish in a hotel restaurant, the message is clear: breakfast has become one of hospitality’s most exciting opportunities for creativity and growth.

The ‘Gram’ Still Matters

Visual appeal remains a powerful sales driver. Social media continues to influence breakfast purchasing behaviour, particularly among younger consumers. Eye-catching presentation, vibrant colours and shareable formats can transform relatively simple dishes into high-performing menu items. Délifrance’s research found that appearance significantly influences pastry purchases as impulse buying remains strong within the breakfast category.

Across hospitality, chefs are embracing visual storytelling through: