Waitrose has added a new brunch menu in 44 of its cafés in a bid to meet growing customer demand for an “all day brunch” experience.
The menu features eight new items including brioche custard French toast, Welsh rarebit with ham hock on toast, eggs royale with Scottish oak smoked salmon, eggs benedict, eggs Florentine and avocado on toast.
The brunch dishes, which are customisable with ‘add on options’, will be available from 11am to 3pm throughout the week and all day on Sunday.
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It comes as the upmarket retailer’s café sales are up 17% year on year and customer research found the growing popularity of breakfast options at any time of the day.
Waitrose hospitality lead Sarah Kennedy said: “We are always looking for ways to enhance our shopping and eating experiences, and the new brunch menu allows us to tap into a trend we know everyone will love.
“All our café dishes use a selection of our high quality products, so customers know that no matter what time of the day they are dining they will be enjoying a delicious meal – bring on the brunch.”
It comes as Waitrose has been named as the official broadcast sponsor for Channel 4’s The Great British Bake Off across its upcoming 2024 series.
