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Not Just a Millennial Thing: The History of Brunch

  • Published on : 25/02/2020

Be it a Mother’s Day invite or just an excuse to start drinking at 11 a.m., brunch is surfing the wave of ‘millennial trends’ for five years now. However, believe it or not, brunch has a long-standing history that dates back to the 1890s. 

The word was used for the very first time in 1895 by a writer called Guy Beringer in his article ‘Brunch: A Plea.’ The term, a portmanteau of the two words ‘breakfast’ and ‘lunch,’ was introduced by Beringer in an attempt to start a Sunday meal that was lighter than the typically heavy Sunday supper. Beringer made his case strong, as he implored, “Brunch is cheerful, sociable, and inciting.”

Modernized Brunch Vs. The Original Deal

Nowadays, brunches have become a meal for youngsters and college students to gather and socialize. However, the brunching scene back in the early 1900s was very different. During that time, brunch was generally a meal for the upscale crowd, which could easily get away with day drinking with charm, and could blatantly disregard Prohibition. Brunch, during prohibition, was arranged in homes to gather and gossip over. Cookbooks from the 1930s would recommend a brunch hostess to make alcohol available for her male guests while including mocktail recipes for her female friends.

The scenario has changed a tad bit since then. The modernized brunching became mainstream in 2015. Restaurants today are seen offering brunch specials to their guests, which include different package deals with famous breakfast foods and heavily discounted alcohol/cocktails. While brunching was reserved for the upper class previously, the middle class has now become comfortable with the entire concept. 

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Steal the Deal

Brunching has become a ragingly common norm among industrialists to gather and socialize over. This cultural trend is especially visible among people from the restaurant and the hospitality industry. A lucrative add-on to this? Sunday brunches have now become THE meal to socialize over. Modern brunching has continued to rise in popularity and is a trend that is likely to stay. 

It is safe to say that brunch is the new IT girls in meal-town. Many restaurant owners are cashing in on this opportunity by not only including a brunch menu, but providing group discounts, crazy alcohol and cocktail discounts, and a cherry on the cake- introducing Sunday brunch specials. 

You diners must be aware of the crazy discounts and Special menu additions for brunch. Send them personalised SMS & emails and make them aware.

Let’s Talk Money

While brunching may be all hyped up, could it truly be money-making for restaurant-owners? Uh, yeah! Brunching has provided a gateway for many restaurant owners to make room for a little extra money-making, and allowing them to create a unique identity. If you’re looking to beat that competitor down the street who is rocking it at dining, you could very well build a brunching empire. With more than 12% rise in visitors and about 25% rise in revenue generation, brunching should definitely top your priority list, as a consumer as well as a restaurant owner.

Are you ready to Brunch it? 


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