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Top 20 Brunch Trends: Brunch Stats and Trends (2024)

Jim McCormickAuthor

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Brunch Trends: What's Changing and Why It Matters

Brunch has evolved from a leisurely weekend indulgence into a vibrant dining occasion embraced by food enthusiasts everywhere. As more people seek out unique and memorable experiences during this meal, restaurants are adapting to current tastes and preferences. With a growing emphasis on fresh, locally sourced ingredients and innovative flavor combinations, the brunch scene is thriving. According to the Restaurant Trends Report by Toast, key insights into breakfast and lunch trends reveal a notable shift in consumer preferences that are shaping brunch menus across the country.

Key Breakfast and Lunch Trends:

  • Increased Breakfast Transactions: Quick-service restaurants (QSRs) are experiencing a surge in breakfast transactions, with cities like Richmond and Oklahoma City reporting increases of up to 15%.
  • Rising Popularity of Sandwiches: Sandwiches and wraps continue to dominate menus, with a consistent presence across most states, except for a few where tacos take the lead.
  • Shift Toward Healthier Options: Bowls and salads are gaining traction, indicating a growing consumer interest in healthier meal choices during both breakfast and lunch.
  • Price Increases: The average cost of breakfast and lunch items, such as sandwiches, bowls, and salads, has seen a rise, reflecting higher consumer spending in these segments.

As we delve deeper into the brunch landscape, we’ll explore 20 exciting brunch trends that are captivating diners and transforming the way we enjoy this beloved meal. From inventive dishes to unique beverage pairings, brunch is becoming a culinary adventure that goes beyond traditional offerings.

Top 20 Brunch Trends

1. Health-Conscious Options

The Trend:

Brunch is no longer synonymous with indulgence; health-conscious diners are reshaping it into a meal where nourishment meets flavor. Dishes like avocado toast, smoothie bowls packed with superfoods, grain bowls featuring quinoa or farro, and gluten-free pancakes have become staples. These items are designed to provide nutrient-dense, wholesome meals that prioritize fresh ingredients and cater to dietary restrictions.

Who’s Embracing It:

Millennials and Gen Z diners, who are deeply invested in wellness, are at the forefront of this movement. They seek out meals that align with their health goals, preferring nutrient-packed options that offer both flavor and function. The influence of fitness culture and health-conscious social media influencers has also popularized these meals. Restaurants that respond to this demand are building loyal customer bases who prioritize health even when dining out.

Staying Power or Flash in the Pan:

As health-conscious eating becomes more of a lifestyle than a trend, these menu options will remain integral to the brunch experience. The increasing awareness of the link between food and well-being ensures that restaurants will need to offer nutritious alternatives to retain a growing demographic of health-focused diners.


2. Plant-Based Menus

The Trend:

Plant-based eating has extended its reach to brunch, with creative dishes like chickpea omelets, tofu scrambles, cashew-based hollandaise, and plant-based pancakes emerging as popular choices. What was once seen as a niche dietary choice has gone mainstream, driven by consumers’ growing interest in reducing meat consumption for both health and environmental reasons.

Who’s Embracing It:

Both vegans and flexitarians are contributing to the rise of plant-based brunch options. Diners, particularly in urban areas and eco-conscious communities, are choosing plant-based meals for their sustainability, ethical considerations, and health benefits. Restaurants are responding by using innovative plant-based ingredients like tempeh, jackfruit, and plant-based “eggs” to recreate classic brunch favorites.

Staying Power or Flash in the Pan:

This is more than a passing trend. With sustainability, animal welfare, and personal health at the forefront of consumer consciousness, the plant-based movement is here to stay. Expect more restaurants to not only incorporate these items but to highlight them as key features of their menus.


3. Alcohol-Free Brunch Cocktails

The Trend:

As the wellness movement gains momentum, so does the demand for sophisticated, alcohol-free brunch cocktails. These beverages—crafted with the same attention to detail as traditional cocktails—include mocktails and non-alcoholic spirits infused with herbs, botanicals, and fruit-forward flavors. They offer the experience of a crafted drink without the alcohol.

Who’s Embracing It:

Younger generations, particularly millennials and Gen Z, are embracing mindful drinking. Whether for health reasons, personal preference, or a desire to avoid the aftereffects of alcohol, these diners are seeking out alcohol-free options that allow them to enjoy a social brunch without compromising their wellness goals. This movement is further fueled by the rise of sober-curious lifestyles and the desire for inclusivity in social settings.

Staying Power or Flash in the Pan:

Alcohol-free cocktails are not a temporary fad but part of a broader shift towards mindful consumption. As the market for non-alcoholic spirits expands, expect to see alcohol-free cocktail menus become a permanent fixture, particularly in trendy brunch spots where wellness and indulgence meet.


4. Brunch Buffets

The Trend:

Brunch buffets are making a significant comeback, offering diners a smorgasbord of breakfast and lunch dishes in one lavish spread. From omelet stations and carving tables to exotic global dishes like dim sum and sushi, these buffets cater to those seeking variety and abundance.

Who’s Embracing It:

Brunch buffets are especially appealing to large groups, families, and diners who want a wide selection of options. They provide a value-driven dining experience where guests can sample multiple dishes, making them ideal for gatherings or celebrations. Buffets also cater to food adventurers who want to try a little bit of everything without committing to a single entrée.

Staying Power or Flash in the Pan:

Buffets have enduring appeal due to their versatility and value. While they may fluctuate in popularity based on health and safety concerns (as seen during the pandemic), their ability to offer variety in a single meal makes them a reliable option for restaurants looking to attract larger groups and family diners.


5. Global Influences

The Trend:

Brunch menus are increasingly inspired by global flavors, offering dishes that bring the culinary traditions of different regions to the brunch table. Mexican chilaquiles, Turkish menemen, Japanese okonomiyaki, and Israeli shakshuka are just a few examples of how international flavors are enriching brunch options.

Who’s Embracing It:

Food adventurers and diners from diverse cultural backgrounds are eager to explore global cuisine through brunch. With more people traveling internationally or seeking out authentic food experiences locally, there’s a demand for brunch dishes that introduce them to new flavors and ingredients. Restaurants in cosmopolitan cities or multicultural communities often incorporate these global influences to attract a broader audience.

Staying Power or Flash in the Pan:

As the world becomes more interconnected, diners are increasingly adventurous, and global flavors will continue to play a vital role in shaping brunch. Chefs who experiment with fusion dishes or who highlight traditional preparations will keep this trend relevant and fresh.


6. Gourmet Breakfast Sandwiches

The Trend:

Brunch has elevated the humble breakfast sandwich into a gourmet experience. Instead of simple egg-and-cheese sandwiches, today’s offerings include artisanal bread, organic eggs, premium meats, and ingredients like truffle oil, smoked salmon, and avocado. These gourmet creations balance convenience with luxury, appealing to those who want a hearty, flavorful meal on the go.

Who’s Embracing It:

Busy urban professionals and brunch-goers seeking a quick yet satisfying meal are driving the demand for gourmet breakfast sandwiches, like Eggslut in Los Angeles. These sandwiches offer a portable, grab-and-go solution without sacrificing the quality and creativity diners expect from a modern brunch experience.

Staying Power or Flash in the Pan:

The appeal of gourmet breakfast sandwiches lies in their blend of practicality and indulgence, making them a long-term trend. As more diners seek quality meals that fit into their busy schedules, restaurants will continue to offer these elevated sandwiches as a staple of the brunch menu.


7. Brunch and Dessert Mashups

The Trend:

Dessert-inspired brunch items have become a hit, with dishes like Nutella-stuffed French toast, pancakes topped with whipped cream and fresh berries, and donut-waffle hybrids becoming must-haves. These indulgent creations appeal to diners who want the decadence of dessert during brunch hours, blurring the lines between savory and sweet.

Who’s Embracing It:

Younger diners, especially Gen Z and millennials, are particularly drawn to these creative, Instagrammable dishes. Social media has played a significant role in the popularity of over-the-top, photogenic brunch plates, and the “treat yourself” mentality continues to fuel the demand for dessert-inspired brunch options.

Staying Power or Flash in the Pan:

While the visual and indulgent appeal of these dishes is strong, they may be more of a short-term trend. As health-conscious eating continues to rise, overly decadent brunch options may lose ground to more balanced offerings. However, for special occasions or cheat days, dessert-style brunch dishes will likely maintain their place on the menu.


8. Interactive Dining Experiences

The Trend:

Brunch is becoming more of an interactive, social experience, with restaurants offering DIY options like build-your-own mimosa bars, pancake stations, or customizable omelets. These features allow diners to personalize their meals, adding an element of fun and engagement to the brunch experience.

Who’s Embracing It:

Groups of friends, families, and brunch-goers celebrating special occasions are particularly drawn to interactive dining. The ability to customize dishes and drinks makes for a more engaging and memorable dining experience, fostering a sense of connection and creativity at the table.

Staying Power or Flash in the Pan:

As experiential dining continues to grow in popularity, interactive brunch options are here to stay. Consumers, especially younger diners, are increasingly seeking out unique, hands-on experiences when they dine out, and restaurants that offer this added layer of engagement will continue to draw crowds.


9. Farm-to-Table Ingredients

The Trend:

The farm-to-table movement has taken hold in the brunch world, with restaurants emphasizing locally sourced, organic, and seasonal ingredients. Dishes featuring free-range eggs, farm-fresh vegetables, and artisanal meats are gaining popularity, providing diners with the freshest possible flavors while supporting local farmers and producers.

Who’s Embracing It:

Foodies, eco-conscious diners, and those who value transparency in their food sourcing are the main drivers of this trend. These diners want to know where their food comes from and prefer ingredients that are fresh, sustainably produced, and ethically sourced. Restaurants that highlight their relationships with local farms can attract a loyal following among this demographic.

Staying Power or Flash in the Pan:

As environmental sustainability and the desire for transparency in food production continue to influence consumer choices, farm-to-table brunch options will remain a permanent fixture on menus. The movement toward supporting local agriculture is only gaining momentum, making this trend a long-term shift in the brunch landscape.


10. Brunch Tacos

The Trend:

Tacos, typically seen as a lunchtime or dinner option, have made their way into brunch, with variations featuring scrambled eggs, chorizo, avocado, salsa, and even sweet fillings like cinnamon apples. Brunch tacos offer a handheld, casual option that brings a fun twist to traditional brunch fare.

Who’s Embracing It:

Tacos appeal to a wide range of brunch-goers, especially those who enjoy flavorful, customizable dishes. The portability of tacos also makes them perfect for diners who prefer a more relaxed, informal meal. The combination of savory breakfast ingredients with the beloved taco format has proven to be a winning formula for restaurants seeking to offer something unique.

Staying Power or Flash in the Pan:

Given their versatility and widespread appeal, brunch tacos are likely to stick around. As diners continue to crave new and exciting ways to enjoy their favorite meals, tacos will remain a popular choice for those looking for a fusion of familiar and innovative flavors.


11. Regional Specialties

The Trend:

More brunch spots are highlighting regional specialties to bring a sense of place and authenticity to their menus. Whether it’s Southern shrimp and grits, Chicago deep-dish breakfast pizza, or New England lobster benedict, these dishes allow restaurants to showcase local culinary traditions.

Who’s Embracing It: 

Both locals and tourists alike are drawn to regional specialties for an authentic dining experience. Locals appreciate the comfort of familiar flavors, while tourists see these dishes as a way to engage with the region's culture and cuisine. Restaurants that emphasize regional ingredients and traditional recipes can differentiate themselves in a crowded market.

Staying Power or Flash in the Pan: 

Regional specialties have staying power, particularly as culinary tourism continues to rise. Diners increasingly seek out food experiences that connect them to a place, and brunch is the perfect opportunity to showcase the flavors of a region.


12. Charcuterie and Grazing Boards

The Trend:

Charcuterie boards, typically seen as an evening appetizer, have transitioned to the brunch menu. Featuring a spread of cured meats, cheeses, fruits, and artisanal breads, these boards offer a communal dining experience that encourages sharing and sampling.

Who’s Embracing It:

Social diners and groups are the primary fans of brunch charcuterie boards. The visual appeal and variety make these boards perfect for sharing, especially for groups looking to try a little bit of everything. They also pair well with brunch cocktails and create a leisurely, social atmosphere around the table.

Staying Power or Flash in the Pan:

Charcuterie boards are here to stay, as they tap into both the desire for variety and the trend toward more interactive, communal dining experiences. Their ability to be both visually stunning and versatile means they will likely remain popular, especially for group brunches.


13. Tech-Driven Ordering

The Trend:

Restaurants are embracing technology to streamline the brunch experience, with digital menus, mobile ordering, and AI-driven recommendations becoming increasingly common. This tech-driven approach allows diners to browse, customize, and order with ease, making the dining experience more efficient and personalized.

Who’s Embracing It:

Tech-savvy diners, especially millennials and Gen Z, are the primary drivers of this trend. They value the convenience and speed that technology offers, particularly in busy urban environments where efficiency is prized. Restaurants that cater to this demographic with tech solutions can enhance customer satisfaction and improve operational efficiency.

Staying Power or Flash in the Pan:

As technology continues to shape the way we interact with restaurants, tech-driven ordering is more than just a passing trend. With convenience becoming a key factor in dining decisions, digital solutions that enhance the customer experience will only grow in importance.

The brunch landscape continues to evolve, blending tradition with innovation to meet the needs of today’s diners. From wellness-focused dishes to tech-enhanced experiences, brunch is more than just a meal—it’s a reflection of broader cultural shifts and changing consumer preferences. As these trends unfold, they will continue to redefine how we experience brunch, ensuring that this beloved meal remains dynamic, exciting, and relevant in the years to come.


14. Global Brunch Influences

The Trend:

Brunch menus are increasingly drawing inspiration from global cuisines, introducing diners to dishes from cultures around the world. Whether it’s shakshuka from the Middle East, Japanese okonomiyaki, or Indian dosa filled with breakfast ingredients, international flavors are becoming a prominent feature in the brunch scene.

Who’s Embracing It:

Adventurous eaters and foodies are at the forefront of this trend, seeking unique and bold flavors that go beyond traditional Western breakfast dishes. Restaurants looking to stand out and cater to a more globally-minded audience are incorporating these international elements to diversify their menus.

Staying Power or Flash in the Pan:

With globalization continuing to influence the culinary world and diners’ palates becoming more adventurous, global brunch dishes are likely to endure. As diners become more familiar with and appreciative of international flavors, this trend will continue to grow.


15. Vegetarian and Vegan Brunch Options

The Trend:

Plant-based diets have moved into the mainstream, and brunch menus are responding with a variety of vegetarian and vegan options. From tofu scrambles and avocado toast variations to vegan pancakes and plant-based sausages, these dishes offer a cruelty-free alternative that appeals to a health-conscious crowd.

Who’s Embracing It:

Health-conscious diners, vegetarians, vegans, and environmentally aware consumers are the primary fans of plant-based brunch options. This demographic is expanding as more people adopt plant-based diets for health, ethical, and environmental reasons.

Staying Power or Flash in the Pan:

Vegetarian and vegan options are here to stay, as plant-based eating continues to rise in popularity. As the quality and variety of plant-based foods improve, these dishes are becoming staples on brunch menus across the country.


16. Bottomless Brunch Drinks

The Trend:

The bottomless brunch phenomenon, where diners enjoy unlimited drinks (often mimosas or Bloody Marys) for a set price, has taken brunch by storm. This trend has turned brunch into a more social and celebratory meal, where diners can relax and indulge for an extended period.

Who’s Embracing It:

Groups of friends, particularly millennials, are the main drivers of this trend. The social, leisurely nature of bottomless brunches makes it perfect for special occasions, weekends, and informal gatherings. For restaurants, it’s a way to attract a crowd, boost alcohol sales, and create a lively, festive atmosphere.

Staying Power or Flash in the Pan:

While there may be some limitations in specific locations due to regulations around alcohol service, the bottomless brunch concept is likely to persist in areas where it's allowed. The combination of socializing, value, and the indulgent nature of the experience makes it a crowd favorite that’s here to stay.


17. Pastry-Centric Brunches

The Trend:

A resurgence of artisanal pastries is making its way onto brunch menus, with bakeries and cafes focusing on high-quality, handcrafted croissants, danishes, scones, and more. Paired with specialty coffee, these pastry-centric brunches offer a more relaxed, European-style dining experience.

Who’s Embracing It:

Pastry lovers and those who prefer a lighter brunch are the key audience for this trend. The popularity of cafes and coffee culture also means that pastry brunches cater to a more casual crowd, offering something indulgent yet easygoing.

Staying Power or Flash in the Pan:

Given the ongoing popularity of bakery culture and the demand for high-quality, artisanal products, pastry-centric brunches are likely to maintain their appeal. As more people appreciate the craft behind baking, this trend has a strong foundation for long-term success.


18. Sustainability and Zero-Waste Brunch

The Trend:

As awareness of environmental issues grows, many brunch spots are adopting sustainable practices and creating zero-waste menus. This involves reducing food waste, sourcing ingredients locally, using eco-friendly packaging, and minimizing the environmental impact of their operations.

Who’s Embracing It:

Environmentally conscious diners who prioritize sustainability in their food choices are leading this trend. These diners are looking for restaurants that align with their values, and sustainability is becoming a key differentiator for businesses that want to attract this demographic.

Staying Power or Flash in the Pan:

Sustainability is more than just a trend—it’s becoming a necessary practice for restaurants to remain competitive. As consumers continue to demand more eco-friendly options, zero-waste and sustainable brunch practices will likely become the norm.


19. Interactive Brunch Experiences

The Trend:

Brunch is moving beyond just being a meal—restaurants are introducing interactive elements to make it a more engaging experience. This can include DIY mimosa bars, build-your-own omelet stations, or even tableside preparations of dishes like crepes or waffles. These experiences create a memorable, participatory brunch outing.

Who’s Embracing It:

Millennials and families looking for fun, unique dining experiences are the main drivers of this trend. Diners who enjoy customizing their food and beverages, or those seeking a more social and hands-on meal, are particularly drawn to these interactive elements.

Staying Power or Flash in the Pan:

With the increasing desire for personalized experiences in the dining world, interactive brunch offerings have staying power. These experiences provide novelty and entertainment, ensuring diners leave with more than just a full stomach—they leave with memories.


20. Brunch Desserts

The Trend:

Brunch has traditionally been more about savory dishes, but dessert-focused offerings are gaining popularity. From extravagant French toast creations topped with whipped cream and fruit to breakfast-themed cakes and pastries, brunch is becoming a sweeter affair for those with a penchant for indulgence.

Who’s Embracing It:

Dessert lovers and those who enjoy a more indulgent brunch experience are flocking to these sweet creations. Offering decadent options alongside traditional brunch fare attracts diners looking to treat themselves, especially during special occasions or weekend brunch outings.

Staying Power or Flash in the Pan:

With the continued blending of meal categories, brunch desserts are likely to stick around. As indulgence and creativity in dining become more prominent, offering sweet options at brunch provides a unique selling point that resonates with diners looking for something special.


These brunch trends reflect the growing creativity and diversity of the modern dining scene. Whether it’s through global flavors, plant-based alternatives, or tech-driven experiences, brunch continues to adapt and innovate, ensuring its place as one of the most beloved meals of the day.

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