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  • Why are we eating breakfast for dinner?
  • Why are we eating breakfast for dinner?
    sharyn morrow, Creative Commons (2009) ©
CASE STUDY

Brinner: eating breakfast for dinner

From trendy cafés that serve cereal until 10pm to high-end restaurants that boast late night menus featuring egg and waffle, breakfast food is no longer limited to the early hours of the day. Almost half of Londoners profess a love for ‘brinner’, but what's the appeal of a truly all-day breakfast?

Location North America / Northern Europe

Scope
It’s late on a Saturday night, and outside a small, Shoreditch-based café, a mass of people are queuing for the pleasure of eating a bowl of their favorite childhood cereal. What was once common practise amongst poor students and singletons has become the next big thing amongst top restaurateurs, trend-conscious foodies and even time-poor parents.

‘Brinner’ – better known as ‘breakfast for dinner’ – has been popular in the US for years, and it’s recently caught on in the UK, too. The most popular brinner dishes involve pancakes or eggs; reflected in Waitrose’s pancakes and egg sales ...

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