The nation dines out for breakfast more than ever before – but are pubs missing out on the chance of a full success?

Research by potato brand Lamb Weston shows that 2.6m UK adults eat out of home before midday on a monthly basis.

That's doubled since the mid-1970s but only 12 per cent choose to eat breakfast in the pub once a month.

This is despite 58 per cent of people saying breakfast is their most important meal of the day and 67 per cent saying pubs should offer a breakfast option.

The Future of Breakfast report also indicates that the breakfast boom is being driven by the younger generation with 48 per cent of 18 to 24-year-olds eating breakfast at cafes, restaurants or pubs twice a month or more. And 41 per cent of 25 to 34-year-olds do the same.

They also opt for a later breakfast with 39 per cent of millennials eating breakfast (or brunch) after 11am on Sundays.

While healthy eating is on the rise, breakfast is seen by many as an 'indulgence' by 66 per cent of 18 to 24-year-olds and the traditional Full English remains the number one breakfast choice in pubs.

Lamb Weston's Nigel Phillips said: "Breakfast is a large and innovative market, presenting a great opportunity for pubs to diversify their offer and grow. Operators need to shape up their offers to capitalise on this significant opportunity."


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