It’s breakfast time in America, where the utilitarian morning meal has taken on a new life.
“To me it’s simple, unpretentious. It doesn’t have the same sort of baggage as dinner,” said Phil Vanner, a Gen X breakfast lover and former diner owner.
In an America increasingly obsessed with health, budgeting, and accessible third spaces, breakfast is on the rise, especially for the young and affluent. Research firm IBISWorld found that revenue at breakfast restaurants and diners has grown from $13.8 billion in 2019 to around $15.6 billion in 2025.
Breakfast is increasingly the meal that meets the economic mood and cultural moment, giving Americans an affordable, casual outing that helps them hit their health goals. A breakfast sandwich and coffee feel like a treat, but it doesn’t hit the wallet like a full night out.
“We’re seeing a lot of strong growth in breakfast. I would say it’s one of the best values that consumers can find right now,” said Chad Offerdahl, the president and CEO of Midwestern breakfast and lunch chain The Big Biscuit. “People are still wanting to dine out, even though they’re becoming more intentional with how they’re budgeting and choosing where they spend their money.”
A focus on healthy living, like the surging interest in protein– and fiber-maxxing, is also drawing consumers to breakfast, said David Portalatin, an industry advisor for food and foodservice at market research firm Circana.
“If I can get a breakfast sandwich with a side of hash browns, I’m not suggesting to you that that’s health food,” Portalatin said. “I’m suggesting to you that many consumers look at that and say, “This is checking my box for protein and fiber.”
Breakfast gone bougie
Gen Zers and millennials are still eating out, but their spending is shrinking — a perfect opportunity for breakfast. Breakfast and coffee restaurant customers are slightly younger and higher-earning than the general population, according to Morning Consult data.
Expanded coffee and beverage offerings are particularly effective at luring in breakfasters and padding out checks. Kelsey Girard, a senior food and drink analyst at market intelligence firm Mintel, said she expects to see more beverage innovation from breakfast restaurants — including fun mocktails and even bubble tea.
“Drinks are hot right now,” Offerdahl said. “Everybody wants to be able to craft their own unique drink, have a lot of drink options in addition to menu item options.”
Denny’s, which has historically relied on a lower-income customer base, has seen same-restaurant sales fall 1.3% in the second quarter of 2025. Meanwhile, its sister chain Keke’s Breakfast Cafe, which explicitly caters to younger and higher-income earners, saw same-restaurant sales grow 4% in the same period.
The work-from-home crowd is also finding a third space at breakfast. A subscription-based social network called “The Breakfast,” which sets up users with a new breakfast companion daily, currently boasts over 67,000 members, per its website. Eteri Saneblidze, one of the network’s founders, said their aim was to unite workers seeking out social interaction over a meal that’s not tied to networking (lunch) or dating (dinner) — although based on website testimonials, many users are there for exactly those purposes.
“We look at the breakfast places as infrastructure for people to connect,” Saneblidze said.
Ben Dietz, 51, started a now-international “Breakfast Club” movement in 2021, with weekly breakfast meetings across the globe luring in thousands of diners annually. Prior to the pandemic, Dietz would routinely arrive at his office an hour before everyone else — he was one of the few workers with kids to drop off — and would have breakfast across the street, taking the time to sift through his thoughts or meet with employees one-on-one. It’s a tradition he missed when restaurants shut down, leading to his current breakfast boom.
“It’s low stakes,” said Dietz. “It’s not understood to be a time at which people make major decisions or where people make romantic decisions. It’s a kind of low-stakes moment to gather.”
And the already-loyal breakfast lovers are sticking to their guns.
“I am not a morning person, so I will happily eat breakfast morning, noon, or night,” said Paul Schlichtman, a 73-year-old retired teacher and school committee member in Massachusetts. “It’s always a disappointment when a restaurant that is otherwise open stops serving breakfast at noon.”
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