The Brunch Club
By: Stephanie Lopraino
We all know brunch as the blending of breakfast and lunch. The combination is the best thing to come since sliced bread. Brunch crazy Millennials everywhere line up for avocado toasts and the fluffiest stack of pancakes. It has become somewhat of a religion. Nobody wants to wake up for Church but everyone loves to brunch. The history of brunch actually goes back hundreds of years ago originally for the wealthy who would eat after Sunday mass. Eating styles changed as church attendance decreased. It became a more sociable event than the traditional heavy post-church meal. Brunch was originally offered by hotels since most restaurants were closed on Sundays. Restaurants soon joined in and began offering morning cocktails with their delicious spreads of food. Boozy brunch cocktails go back to Prohibition, camouflaging alcohol with orange or tomato juice and eventually made day drinking, especially for women look socially acceptable.
There are more people looking up places to eat brunch on Google than ever before. It has now become a weekend lifestyle. Sunday afternoon brunch can often turn out a lot like a Saturday night. Today’s disposable income and time have evolved brunch into a culture of living a life of leisure. Millennials eat out more than any other generation regardless of income. They prefer to spend their money on experiences rather than material items and brunch is all about creating a memorable experience.
The fact that many people are skipping breakfast all together during the week is another factor leading to the rise of brunch culture. You can say that the decline of weekday breakfast builds up cravings for Saturday and Sunday. It has opened the door for restaurants to offer breakfast foods on the weekend when people’s schedules aren’t overwhelmed and for many it is the only time they could eat together with friends or as a family unit.
Breakfast and brunch are now the fastest-growing trend in the food industry. Another factor to why we see a boost in brunch is due to the creativity of chefs who work hard to reinvent menus in an effort to fill restaurants during those times that would have otherwise been slow. Restaurants who are embracing brunch are exploring food far beyond the breakfast menu. Just imagine a deconstructed lobster roll-eggs benedict, a bacon and egg pizza or peanut butter and jelly French toast. Brunch is especially geared to foodies who are always on the hunt for the next best thing and to get more for their money- hence the popular bottomless mimosas.
The perfect brunch spot is a casual yet stylish environment with an attractively innovative menu that is priced not too high, not too low but just right for a relaxing yet chic dining experience. As you snap that perfect Instagram photo at your next brunch don’t forget that the “brunch club” is all about socializing. It’s more than just about the food and booze but about the shared experience. Bon appetite!