Brunch, long a weekend juggernaut for restaurants, is expanding into midweek meals for people with flexible schedules
For people with nontraditional weekends and those who want a midweek escape, brunch can be a seven-day-a-week eventAs people work more self-driven hours, meals of chicken and waffles, eggs Benedict, seafood with warm grits and other dramatically interpreted dishes are being used as a midweek culinary respite of self-care and sometimes self-indulgence.
Restaurants see the potential profit as the sweet and savory meals are often easy to make and cheap to produce. There’s also the added potential earnings if the food comes paired with a bubbly beverage. Kwini and Michael Reed are the co-owners of Poppy + Rose, a brunch restaurant with two Los-Angeles-area locations open daily from 9 a.m. to 3 p.m. Michael, the executive chef, says there wasn’t much brunch competition in 2014 when the first location opened in L.A.’s downtown Flower Market.
Today, led by dishes like brown butter waffles with brined and spiced fried chicken, Poppy + Rose is profitable, grossing almost $3 million annually, he says. That is triple the gross from 2015.Marcus Davis, owner of The Breakfast Klub in Houston, opened his daily breakfast and brunch restaurant in 2001. “You could probably count on one hand how many people were selling chicken and waffles, or fried catfish and grits, on a Tuesday back then,” he says.
“Because we’ve been isolated, it’s such a celebratory time. Nothing could be better for our mental health,” says Carolyn O’Neil, an Atlanta-based registered dietitian and cookbook author. She brunches occasionally on weekdays with friends and colleagues. “But if you’re doing brunch every day, you should probably dial back on the stuffed French toast.”
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