Brunch, once a formal occasion reserved for days like Easter or Mother’s Day, is now a regular social adventure. Millennials are driving this trend as they seek out social, inventive, and adventurous brunch experiences, according to Rachel Kalt, Senior Strategist with The Culinary Edge in San Francisco.
But it’s not just millennials: all generations are including brunch in their social plans. The trend toward regular brunching is on track to continue. Datassential, which tracks menu trends, reports that the number of restaurants offering brunch is expected to grow by 17% in the next four years.
Ways to Build a Brunch Business
1. Make Brunch Share-Worthy
Share-worthy brunches capture the attention of diners with fun social buzz. Customers discover you through social media, by seeing your posts or those of influencers and friends. So be sure your brunch is “grammable.”
2. Make Brunch Fun and Social
The addition of a fun adult beverage gives brunch a laid-back, sociable vibe. Creative punches, bloodys, and beer cocktails up the fun factor. Shareables like creative hashes or platters of chicken and waffles can also deliver the social vibe of modern brunch.
3. Offer Experiential Items
Make brunch special with menu items and flourishes that aren’t available during typical service. “Consider beverages prepared and served tableside, such as pour-over coffee or fresh-pressed juices,” Armstrong suggests.
4. Run Seasonal Brunch Menus
Give guests a chance to experience local, seasonal items in fun, adventurous brunch fare.
And be sure to “Give credit on the menu to the farmers,” Armstrong says.
5. Keep the Menu Limited and Specific
Aim to deliver a wow factor.
“Pick a few items and do them really well, such as amazing pancakes with a flight of housemade syrups, or build-your-own breakfast tacos,” Armstrong says.
6. Showcase a Themed Brunch
Stand out with a singular focus or theme for weekend brunch, Corliss suggests. Examples include Southern-inspired, tapas, or a farmers-market focus.
7. Create Your Own Brunch Hours
There are no rules for when brunch should be served.
“If there is a time of day your business is lagging or there are additional hours when you think you can capture revenue, make that your brunch time frame,” Corliss says.
8. Market your Killer Brunch Menu
“Place clever marketing and social-media messaging behind your brunch,” Corliss says. Use in-house signage and social-savvy promotions to harness the power of your fans, and encourage happy customers to tag you in their brunch adventures.