The breakfast revolution hits the UK. Socialising over breakfast for business and pleasure is a growing phenomenon, as 65% of Britons are socially dining out for breakfast at least twice a month and spending on average £14.75. Collectively this equates to a £13 billion spend on the most important meal of the day. These findings have been revealed in a new breakfast report out today, by Travelodge.
Three quarters (75%) of adults report that socialising over breakfast suits their modern lifestyle as it is more affordable than dining out for lunch or dinner. It’s also an inexpensive way to celebrate special occasions with family and friends – such as birthdays , anniversaries or just for a regular catch up.It also provides a cost effective way to treat loved ones.
Over half at 56% of Britons stated that meeting up for breakfast is time effective as it takes up less time and easy to manage in a busy schedule.
The report also revealed that in the business world, breakfast meetings have also soared in popularity, with 67% of workers reporting that meeting over the first meal of the day is more productive and cost effective than boozy lunches and dinner.
These findings have been revealed in a new study by Travelodge, who operates 550 UK hotels, including 180 Travelodge hotels with on-site restaurants, called Bar Café’s.
Annually, the budget chain serves over 3 million breakfasts and over the last 12 months Travelodge hotel managers have reported a rise in breakfast socialising. In response to this growing trend, Travelodge has surveyed 3,000 Britons to investigate the nation’s modern breakfast habits.
Key findings from the study reveal that 84% of British adults report that breakfast is their most important meal of the day, with 65% of Britons stating it is also the ideal time to socialise with family and friends. However dining out for breakfast is not all about eating and socialising, as over a third of Britons (37%) use breakfast dining out as an opportunity to post an image of their breakfast on Instagram.
When it comes to our choice of breakfast dish when dining out, the report revealed, that we do like to breakfast like a king, with over half (51%) of Britons reporting that they enjoy tucking into a full English breakfast, The report also revealed the resurgence of the egg with over 34% of Britons reporting they like an egg based breakfast when it is fried, poached, scrambled or boiled.
The report also delved deeper into the nation’s breakfast choices and key findings reported the north of Britain likes to start their day with a traditional meaty breakfast whist the south prefers a lighter option such as: avocado, brown toast, fresh fruit or porridge.
Socially eating our way through the UK map, Scots kick start their day with doorstep toast covered in scrambled eggs.
For Geordies it’s a sausage and fried egg stottie with lashings of brown sauce, Yorkshire-folk have the full Monty (full English breakfast), whilst it’s a sizzling bacon bap coated with ketchup for Scousers and Mancunians – who differ on many things but not their breakfast.
However as you move down the UK map the breakfast menu changes, Brummies prefer to start their day with just a strong cup of coffee and pastries.
Bristolians prefer a fresh healthy fruit salad whilst Londoners start their day with either avocado or poached egg on granary toast or porridge.
Pancakes with berries is the top choice for Brightoners, whilst the Welsh start their day with a bowl of Weetabix.
The table below details Britons breakfast preferences across the country
| Region | Breakfast |
| Glasgow | White toast with scrambled eggs |
| Newcastle | Sausage Stottie (with brown sauce) |
| York | Full English |
| Liverpool and Manchester | Bacon Buttie (with ketchup) |
| Cardiff | Weetabix |
| Birmingham | Coffee |
| Nottingham | Frosties |
| Leeds | Granola |
| Sheffield | Toast with Jam |
| Plymouth | Corn Flakes |
| London | Avocado on granary bread |
| Bristol | fresh fruit with yoghury |
| Brighton | Pancakes and berrries |
| Bath | Continental Breakfast |
| Wolverhampton | Boiled eggs and soldiers |
Shakila Ahmed, Travelodge spokeswoman said: “Breakfast socialising is evolving across the UK, as more Britons are meeting for work or pleasure over their first meal of the day than ever before. We are experiencing this trend too as breakfast sales across our Bar café restaurants are growing and we are seeing more business meetings and social gatherings taking place at the start of the day. Interestingly our unlimited full English breakfast is top choice and annually we serve 3 million breakfasts”.