Breakfast out of doors is booming

These 10 breakfast trends dominate the hospitality industry in the randstad region

The popularity of eating breakfast out of home is on the rise. Between 2018 and 2024, both the frequency and spending on breakfast out of doors doubled. Time to take a closer look at this phenomenon. Lisa Appels, trendwatcher at Food Inspiration, examined the ten most important breakfast trends of the moment. She recently shared her insights at the Hard Rock Cafe Amsterdam, which made the strategic choice to start serving breakfast again last year.

The 10 most important breakfast trends of the moment:

1. Walk out before breakfast
Guests are having breakfast less and less at the hotel where they are staying. Not only is breakfast in a hotel often perceived as too expensive and elaborate, people also want to go out themselves to discover local offerings (and thus the city).

2. All-day concepts
The breakfast moment is no longer limited to one time in the morning. All-day breakfast and brunch concepts are rapidly gaining popularity.

3. Instagrammable and/or Titktokable
An important aspect of eating breakfast outdoors is presentation: it has to look 'Instagrammable' or even increasingly 'Tiktokable'. In other words: attractive enough to photograph and share on social media.

4. Healthy and nutritious
The 'healthy lifestyle' continues to be embraced and is also becoming more personalised. People are becoming more conscious about their lifestyle and health. Food - and thus breakfast as the first meal of the day - plays an essential role in this.

5. Proteins
The popularity of high-protein products fits seamlessly with the health trend and the growing focus on sports. Proteins are essential for muscle recovery and building.

6. Functionals
'Functionals' also fit within the health trend. These are products that potentially offer additional health benefits, which can be physical or mental. Think prebiotics, mushrooms, apple cider vinegar, collagen, antioxidants and adaptogens.

7. Simple, familiar and cosy
As a counterpart to more complex breakfast and brunch concepts, there is also a growing demand for simple, recognisable and convivial catering. The abundance of complex (breakfast) menus makes people long for familiar and accessible.

8. British Classics
British food concepts and pubs are gaining ground in the Netherlands. The classic English breakfast remains popular, as do scones, sandwiches, sausage rolls and scotch eggs (meatballs stuffed with egg).

9. Affordable luxury
Because of the sharp rise in prices in recent years, many consumers are more conscious of the contents of their wallets and what they spend. Yet most people also want to continue to enjoy good food and drink. In particular, younger generations, Millennials and Generation Z, adhere to a luxury lifestyle and regularly treat themselves to F&B indulgence moments.

10. Hospitality as a brand
Strong, recognisable branding is becoming increasingly important. Consumers want to know what to expect when they eat their breakfast. Trendy merchandise and brand perception play a role in this.

In short: These ten trends have become part and parcel of the Dutch - and especially peripheral - breakfast landscape. One in five consumers now has a weekly breakfast out of doors, and this trend continues to grow. The Hard Rock Cafe Amsterdam responds to this with an extensive, home-made à la carte menu where quality and experience come together. Under the motto "Love All, Serve All" guests enjoy classics and healthy options, surrounded by iconic pop artist memorabilia and views of the canals. From pancakes to avocado toast and the classic English breakfast - the menu perfectly matches current breakfast trends.