A new tradition, a desire for socialising and flavours and aromas that never cease to intrigue, brunch is evolving and redefining the way we experience the morning. One constant remains steady: the central role of coffee.
Once upon a time there was breakfast on the go: during the week, the quick breakfast, standing at the counter with an espresso and a brioche; and the Sunday experience, calmer, maybe indulging in an extra patisserie treat. That tradition continues to embody the Italian culture, but in recent years it has been accompanied by new habits.
Against this backdrop, brunch is still central but assumes new forms. It adapts to consumer tastes, welcoming international influences, focusing increasingly on the quality of the raw materials, well-being and a desire to enjoy the experience, including taste, at a slower pace.
What brunch consists of and what it means today
For decades, socialising has mostly been confined to the evening hours. Nowadays, especially among the younger generations, people seek opportunities to socialise and have fun even during the day. It is a wide and varied phenomenon that reflects a greater focus on personal well-being and sobriety (generation Z – those born between the second half of the 1990s and early 2010s – has been defined as “sober curious” for its more detached relationship with alcohol). There are certainly many economic factors driving it, and it is behind trends such as soft clubbing, where people go out dancing in broad daylight. In general, it seems to convey a wider desire to leave behind the hectic pace and hustle of day-to-day life.
Not surprisingly, this attitude also leads a rediscovery of the pleasures of these early hours of the day and everything related to them. In the morning, especially on the weekend, there is the possibility of setting aside some time to live at a slower pace, preferably in company, enjoying something delicious together with your coffee. In summary: the very essence of brunch. Created out of the fusion between breakfast and lunch, brunch is just that sociable moment that has at its heart the pleasure of lingering. Sweet and savoury come together on the table where coffee remains the common thread.
Brunch today: more local, more international, more flexible
While maintaining its original spirit, brunch continues to evolve.
The first sign of change is in the food. The great Anglo-Saxon-inspired classics are still top of the menu: avocado toast, pancakes, waffles, eggs in endless variations, and baked goods are accompanied by cups of coffee to be sipped slowly, freshly squeezed juices, and alcoholic or non-alcoholic cocktails. At the same time, however, more local variations are becoming popular: menus prioritise local ingredients and recipes, yet retain the distinctive blend of sweet and savoury. A balance that, at the end of the day, is not so distant from the hearty breakfast of the Italian tradition.
Sourdough bread, artisanal jams, small-producer honey and ultra-local ingredients are all likely to be served. True luxury is not quantity, but quality of raw materials and preparation.
Alongside the rediscovery of the region, an openess towards influences from abroad is evident, so now, in addition to the classic Italian brioche, you can savour puff pastries of French heritage, alongside cinnamon rolls, banana bread, cardamom buns (i.e. Swedish kardemummabullars, cardamom-flavoured pastries) and other Nordic specialities. On the savoury front, influence comes from Middle Eastern, Asian and Latin
American cuisines, introducing new combinations of flavours and ingredients. Not only are the products changing, but the cultural approach is changing as well: fusions are naturally embraced.
Having outgrown its niche status, the plant-based offering now has a strong foothold. Hearty bowls, smoothies, plant-based pancakes and yoghurt, dried fruit creams and dairy-free milks stimulate curiosity and meet different dietary needs and styles.
Dining options are also become more customisable, ranging from tasting menus and à la carte menus to buffets and all-you-can-eat. They offer more freedom, without being limited to overly rigid formats. The consumer is increasingly at the heart of the options.
Coffee at brunch
If espresso is the undisputed king of breakfast at the bar, brunch looks to preparations that invite slowly sipped enjoyment. Filter coffee and drinks brewed with the Chemex, V60 and the different manual brewing techniques are the perfect expression to match the spirit of the occasion, in step with the pace of the meal and inviting you to take your time. The moka pot also holds a special place, for its ability to emanate the “taste of home” on a day when you’re not working.
This is the ideal setting to appreciate all the aromatic nuances of coffee, especially in combination with the food you are eating. Not surprisingly, many establishments offer pairing menus, where certain coffees or teas are combined with sweet and savoury specialities to bring out their respective sensory qualities. In addition, there is a wide offer of more exotic drinks such as matcha, infusions and golden milk (milk, including vegetable milk, enriched with turmeric, which gives it an intense yellow colour).
Brunch, places and formats
Brunch’s evolution also takes in the types of venue where it’s available. Traditional coffee bars remain among the most popular, but there are also modern cafés, often defined by minimalist furnishings and natural materials, as well as new bakery cafés and less conventional spaces, such as cafés in bookstores and museums, or hybrid spaces where you can also work.
Alongside these are some experiential formats. Brunches pop up in listening bars, where you can listen to fine music selections, or accompany cultural meetings and book presentations. Then there are the hotel proposals, where brunch can become a real event: carefully set tables, desserts created by the chefs, cooking demonstrations and spectacular displays, which are often open to non-hotel guests as well. Increasingly popular are combined options like brunch and spa, brunch and pool or brunch and live music, daycation activities: that is, those that allow people not staying at the hotel venue to experience the services.
Hours are also getting less strict, and some establishments offer all-day brunch formulas, with menus available throughout the day, to be customised to your taste, whenever you want. And for families, there’s no lack of special menus for children; sometimes even a baby sitting service is included.
Social media brunch
Brunch has real celebrity status even on social media feeds. Colourful dishes, refined desserts, distinctively designed coffee shops contribute to its visual success. Instagram, TikTok and YouTube have amplified the phenomenon, turning a friendly meetup into a truly aesthetic event. Brunch is not only a moment to savour, but also to be photographed and shared (not just in person).
A significant number of content creators specialised in breakfast shape a narrative that in turn influences tastes, desires and new consumption habits.
A slow-paced morning
In all its variations, brunch inspires a different way of experiencing leisure time, slower, more social and open to experimentation. The morning expands and creates space for new rituals, without losing the pleasure of the habits traditionally associated with it.
And while menus, formats and trends continue to change, one constant remains: the desire to indulge a few more hours around a table. Where coffee is the main event.
FAQ
The traditional breakfast on the go is all about speedy consumption, accompanied by an espresso and baked goods. Brunch, on the other hand, is the fusion of breakfast and lunch and is distinguished by more relaxed pace, a greater variety of sweet and savoury proposals and a more social dimension, inviting you to stop and share the moment.
Next to the espresso and the inevitable cappuccino, possibly in a double version, brunch lends itself to preparations that favour slow enjoyment, such as filter coffee and manual brews.
In addition to coffee, the modern brunch includes tea, infusions, matcha, golden milk, juices, freshly squeezed juices, blended juices and cocktails, both alcoholic and non-alcoholic. A glass of prosecco is a classic choice, including in the form of a Bellini or Rossini cocktail.
While inspired by an international tradition, brunch often takes on local features. Local ingredients, sourdough bread, artisanal jams, honey and seasonal products alongside sweet and savoury preparations typical of the modern brunch, creating a balance between global influences and the culture of Italian food.
