What Time Is Brunch?

What Time Is Brunch: Key Takeaways:

• Origins and popularity. The word brunch – a portmanteau of “breakfast” and “lunch” – was coined in 1895 in England. It caught on in the U.S. by the 1930s, becoming especially popular at hotels and eateries by mid-century.
• Modern brunch culture. Today, brunch is a weekend ritual featuring sweet and savory menus and even morning cocktails. Signature brunch drinks like mimosas are commonplace, and new trends (e.g. “bottomless brunch” unlimited cocktails) keep evolving the meal’s appeal.
• Brunch is deeply tied to social culture. Beyond just food, brunch has become a weekend ritual for gathering with friends and family. In the U.S., it’s one of the most popular dining occasions, with nearly 9 in 10 adults saying they enjoy brunch at restaurants at least occasionally.

Historically, brunch emerged as a novel meal in late 19th-century England. The term was first popularized by writer Guy Beringer in an 1895 magazine piece advocating a cheerful late-morning meal. By the 1930s, American hotels and restaurants had embraced this hybrid feast, making brunch a regular weekend offering.

What Is Brunch?

Brunch is a hybrid meal that combines breakfast and lunch. It usually takes place in the late morning and often includes both traditional breakfast foods (eggs, pancakes, bacon, fruit, pastries) and heartier lunch items (sandwiches, salads, quiche). 

For example, classic brunch menus often list omelettes or fried eggs alongside waffles or French toast. 

A key feature of brunch is its casual, social nature – diners typically linger over plates of mixed sweet and savory dishes. 

Alcoholic beverages are common at brunch; signature “morning cocktails” such as mimosas, Bloody Marys or bellinis frequently appear on the menu.

What Time Is Brunch?

Brunch generally spans late morning into early afternoon. In practical terms, if you’re eating between about 10–11 AM and 2–3 PM, you’re in brunch territory. 

Brunch “lands between 10:00 AM and 2:00 PM,” but on weekend that time can be extended from 11 AM to 4 PM. 

In other words, meals before 11 AM tend to be ordinary breakfast and after 2–3 PM you’re into lunch or early dinner. 

Many restaurants explicitly list “brunch hours” on weekends, often opening at 10 or 11 AM and closing by mid-afternoon. (If you pull out a menu of brunch specials, the time range is usually clearly printed.)

Weekend brunch windows have become quite flexible. Some cities even see all-day brunch service: cafes that sell “breakfast” items through the afternoon blur the lines. 

But traditionally, brunch is understood as the meal that lets late risers enjoy breakfast foods a bit later in the morning. As the saying goes, “If you’re eating before 11 AM, it’s breakfast; after 4 PM, it’s essentially an early dinner”. 

In practice, expect brunch to fall somewhere in between those times.

When Did Brunch Become Popular?

The brunch concept dates back to England in the 1890s, but it gained real popularity in the U.S. by the 1930s. 

Hollywood-glamorous stories place brunch on the rise during Prohibition’s end. 

For example, the Pump Room restaurant in Chicago (opened in 1933) became famous as a Sunday brunch destination for movie stars like Clark Gable and Helen Hayes. 

This media attention helped cement brunch in American dining culture.

Brunch continued to grow mid-century. In the 1940s some New York hotels offered novelty brunch events (e.g. a “Sunday Strollers’ Brunch” with hearty hangover cures). 

By the 1960s-70s it was trendy in urban hotspots. James Beard, a noted food writer, even complained about brunch in the 1960s, showing it had become well known. 

By 1980, Sunday brunch was firmly mainstream: one newspaper reported that brunch had started “spreading like wildfire” among middle-class diners on both U.S. coasts. 

In short, brunch moved from niche novelty to national pastime over the 20th century.

Interesting Brunch Facts & U.S. Statistics

• Brunch is nearly universal. A survey by Technomic found that 89% of Americans report eating brunch at a restaurant at least occasionally. In other words, going out for brunch is a very common dining habit.
• Morning meal share is smaller. According to U.S. government data, only about 30% of households spent money on breakfast/brunch away from home in a given week – far lower than the 53% who ate lunch out and 50% who had dinner out. This suggests brunch makes up a smaller slice of dining occasions compared to other meals.
• Buffets are still beloved. Although many brunches are plated, a majority of diners (57%) still say they prefer buffet-style brunch service, even though this is down from 69% a few years ago.
• Big impact on holidays. Brunch drives business on special days. For example, Toast POS data shows that on Mother’s Day 2024, full-service restaurants saw sales ~52% above a normal Sunday, and brunch/breakfast platter orders jumped 70% higher than average. (Nearly half of Mother’s Day transactions occur during brunch hours.) This underscores how brunch has become the go-to holiday meal for many families.

Brunch Trends

Modern brunch continues to evolve. A major trend is the boozy brunch: fixed-price “bottomless” offerings where patrons pay one price and enjoy unlimited cocktails like mimosas or Bloody Marys. 

A 2023 analysis of Google search trends found interest in “bottomless brunch” skyrocketed between 2011 and 2021. 

Social media culture also fuels brunch creativity – think colorful avocado toasts, elaborate egg dishes, and photo-worthy pancake towers. 

Health and diet trends have influenced menus too: many brunch spots now offer vegan or gluten-free versions of classics (tofu scrambles instead of eggs, coconut yogurt parfaits, etc.).

Even service styles have shifted. While classic brunch often meant expansive buffets, diners are now split: about 57% of brunch-goers still prefer buffet-style service, though that is down from 69% just a few years prior. 

Weekends remain prime brunch times, but savvy restaurants sometimes offer special brunches on weekdays or themed brunch events (e.g. “drag brunches,” ski-chalet brunches, etc.). 

Overall, brunch is no longer limited to one style: whether fancy hotel brunch or casual backyard spread, there’s a trend for everyone.

Brunch Etiquette

Brunch combines casualness with social ritual, so etiquette is moderate. On weekends many people have more free time, but restaurants can still get very busy. 

If you want a table at a popular brunch spot, make a reservation or arrive early. Weekend brunch often runs by reservation or on a first-come basis.

Dress is usually smart-casual – think daytime-chic rather than gym-wear. Punctuality is polite, especially if you’ve booked a table or are meeting friends.

In terms of table manners: brunch menus can be complex, but generally tip similarly to lunch or dinner (around 18–20% on the total bill, including drinks) since full service is provided. 

Keep phones away from the table out of courtesy (no one likes mid-brunch texting). 

If it’s a shared occasion like a group brunch, discuss splitting costs up front. Above all, brunch etiquette is about being sociable – it’s meant to be a relaxed, friendly meal among friends or family.

Brunch Menu Highlights

Brunch menus blend breakfast comfort foods with lunch classics. Common fare includes eggs Benedict, omelettes, scrambled eggs, and breakfast meats (bacon, sausage or ham). 

Sweet items are also staples: pancakes, waffles, French toast and muffins often make an appearance. 

Fresh fruit, yogurt parfaits and pastries (like croissants or cinnamon rolls) provide balance. 

Many menus will also feature light lunch-like items: sandwiches, salads, quiche or savory tarts.

Don’t forget beverages: besides coffee and tea, brunch often involves juice cocktails. 

The mimosa (sparkling wine with orange juice) and Bloody Mary (vodka-tomato cocktail) are practically brunch trademarks. 

In fact, mimosas date back to London in the 1960s, and by the 1970s they were standard brunch fare in the U.S.

Many people now kick off brunch with champagne-paired drinks, or more creative cocktails like espresso martinis or breakfast margaritas. 

A well-rounded brunch menu offers both indulgent treats and lighter choices, catering to every preference.