What’s pushing the Growth of Breakfast Segment in India

With changing lifestyle, preferences and more and more people leading a fast-paced live, there’s a growing demand for breakfast as a segment both at the restaurant and in online deliveries. According to a recent report by Swiggy, Breakfast is the golden hour for vegetarian orders, with over 90% of breakfast orders being vegetarian. Masala Dosa, Vada, Idli, and Pongal topped the morning charts. Masala Dosa enjoys nation-wide popularity. The breakfast market in India is growing at a fast pace with Cafes, QSRs and In-Hotels restaurants attracting a large number of customers.

Why there’s a Sudden Rise

“The rise in breakfast culture can be attributed to changing lifestyles and preferences among the residents. With more people leading fast-paced lives, there's a growing demand for convenient yet flavourful breakfast options that also offer a social experience. South Stories has tapped into this by offering not just breakfast but a delightful brunch experience that blends traditional South Indian flavours with modern twists, perfect for both quick weekday mornings and leisurely weekends,” shared Niketa Sharma, Founder & CEO, The Thane Club.

According to Ritika Sharma of Litchi, “Timelines for meal management has changed majorly resulting in an inactiveness to life. With the re-discovery to good health management, people have started giving a lot of importance to breakfast. And now, they look for breakfast options which are not only healthy but well plated and presented. This breakfast culture has taken the world by storm and India as well. As they say, “BREAKFAST LIKE A KING."

Also, according to experts, the rise is primarily on account of a visible cultural shift towards socializing over meals. Breakfast has become a popular occasion for friends and families to gather and enjoy a meal together, whether on weekends or even during the workweek to catch up. 

Targeting the Right People

“Health-conscious individuals and in-house Western guests who choose to stay at Hotel Manor are target customers,” shared an official spokesperson at Camillo’s that has designed the menu in a fun dining experience with a mix of international and Indian options. All food is prepared with clarified butter with top-selling item, avocado toast on the menu.

Similarly, the Bengaluru-based restaurant Oz targets quite a diverse customer, as they have distinct categories of guests every Sunday, such as certain Turkish expats, Middle Eastern region visitors staying around our restaurant, and also Indian guests who are curious about Turkish cuisine and want to experience a traditional Turkish breakfast. “Our Kahvalti spread is designed to appeal to food enthusiasts, families, and anyone seeking a unique and flavorful start to their day. We believe that our rich, wholesome breakfasts can attract anyone who appreciates good food, whether they are familiar with Turkish culture or exploring it for the first time,” added Aasim Shah & Adeeb Shah, Co-Founders at Öz by Kebapci.

Commenting on the same Chaitanya Bali, Co-founder at Nouba pointed, “Well, normal people are mostly happy with slightly new breakfast inventions, which can be made from readily or already available ingredients at home. Though, people travelling, or people who explore more often and know what keeps them going throughout the day are the target customers. We often receive more walk-ins for breakfast compared to Lunch. This is because people residing nearby in hotels and mostly tourists, are often in search of the best breakfast place in the city, where they can enjoy a wholesome breakfast.”

Curating a Wholesome Menu

Menu designing is done basis the client and the kind of restaurant. For eg; South Stories menu is crafted to combine traditional South Indian breakfast favourites with creative interpretations that appeal to modern tastes. Whereas, menu at newly opened restaurant Litchee in Delhi combines classic favorites with an innovative twist on bold flavors. The menu features fresh ingredients, seasonal produce, and a balanced blend of Eurasian taste palate.

“We've priced our menu items thoughtfully to ensure accessibility without compromising on the quality of ingredients or culinary techniques. Our pricing ranges are quite moderate to be honest, keeping the average rates in Thane in mind for such foods,” added Sharma.

“Brunch trends are being driven by social media exposure, culinary creativity, demand for unique dining experiences, and the popularity of relaxed gatherings,” added Sharma, Director at Litchi who has priced breakfast at a decent price of Rs 500 per person.

How Does the Future Look Like?

According to experts, the main reasons for the increase in brunch culture in Indian restaurants is the evolving lifestyle and preferences of urban Indian consumers. As cities grow more cosmopolitan and hectic, there's a rising demand for relaxed, leisurely dining experiences that blend breakfast and lunch timings. 

“Further, this shift is not just about traditional Indian breakfasts, as there's also a significant interest in exploring diverse culinary experiences. Overall, it's an exciting time in the Indian culinary scene, and we’re thrilled to be a part of this breakfast revolution by offering our guests a taste of traditional Turkish breakfast at Oz,” added Shah.