How to boost brunch sales

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Anyone in the food and beverage industry understands that a foray into breakfast or mid-day meals requires more than scrambling some eggs. A successful deployment takes good planning and strategy. 

Curious about what it takes? Here are some pointers for any business considering a brunch rollout.

Be a barista
Offering coffee isn't even a question first thing in the morning. Most guests will slither out of bed and head to your locale without indulging in that oh-so-important first cup of java. Warren Solochek, vice president of The NPD Group, a global information firm that tracks dining trends, told the National Restaurant Association that establishments can ramp up brunch business by improving their coffee game

"Offering coffee isn't even a question first thing in the morning."

"One way to improve your breakfast business is to serve a better variety of coffees, including options such as lattes or espressos," Solochek recommended. "The morning meal is very much a beverage-driven occasion."

High-margin beverages can boost your bottom line. 

Pick the music 
Restaurants should also choose appropriate morning tunes to set a brunch vibe. Gourmet Marketing lauded New Orleans strategic pairing of live jazz and breakfast foods, which is an easy way to create a relaxing environment – typically a challenging feat. Even if you're not in a position to hire a band, you can achieve sonic pleasure by simply switching your speakers to a different station. 

Plan the food 
Gourmet Marketing highlighted several food options that can appease the morning crowd. Restaurants can decide whether they're going to offer a prix fixe menu, buffet, a la carte or some other style. Of course, creativity should play a role no matter the menu style. 

Put a new spin on brunch classics. Put a new spin on brunch classics.

Another option is to offer new spins on classic dishes. Currently, the southern comfort staple chicken and waffles has resurfaced as a brunch favorite. Other great dishes might involve trendy items such as duck and poutine. 

The National Restaurant Association suggested a cost-benefit analysis prior to planning for brunch. That way, you can ensure that it aligns with your values, brand and budget. This is important because for many restaurants, it doesn't make sense to add a day shift to the week. Take into account your audience of costs when deciding on brunch. 


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