Breakfast seems a necessity; lunch is a hurried affair carried in paper bags and eaten al-desko with high street giants Prêt and Leon capitalising on the need for convenience; people will always go out for dinner, with a dip in sales for only 2 weeks occurring after Brexit. Brunch, however, is laid-back, enjoyed with friends, boozy and peppered with trend-led foods such as the unstoppable avocado. It’s also a meal synonymous with the Instagram lifestyle so desired by millennials.

In fact, the terms brunch and breakfast have been hash-tagged 40 million times more than lunch or dinner this year on Instagram and have nurtured stars such as Symmetry Breakfast (642k followers) who uploads a luxurious breakfast for him and his partner every day and Deliciously Ella (968k followers) with her photogenic smoothie bowls.

Britons spend £76m every day on going out for breakfast or having brunch, with an average daily spend of £7.31 per person, according to a survey of 2,000 people conducted by the purchasing services company Beacon.
In London particularly, the popularity of brunch is reflected in weekend sales where breakfast and brunch surged by as much as 16pc, outperforming the 11pc and 6pc growth seen for lunch and dinner meals.

‘EatFirst makes your bed the hottest brunch venue in town with brunch, bubbles and Bloody Marys all delivered to you’

For the first time in a century, The Ivy began serving breakfast again in May this year, bottomless brunches from restaurant groups such as Carluccio’s and Jamie’s followed trendier restaurants in the capital and lifestyle food and drink brands have aligned themselves with breakfast’s cooler cousin, brunch to add gravitas to the what they want to be selling to you.

Perfect examples of brands that sit at the same table as brunch include Jägermeister, Ikea and EatFirst. These brands team what they already offer with the lifestyle and aesthetic associated with Brunch.

'Noemi, founder of Brünch, teamed up with Jägermeister to serve a Berlin-style brunch, capturing the laid back luxury of Berlin in a pop up venue in London'

For example, Ikea’s build your own supper club which opened last month, offered the chance to curate your own brunch with friends and assemble it yourself essentially selling flat pack brunch; Jägermeister teamed up with Noemi from foodie pop up business Brünch, to bring the spirit of Germany with Jägermeister to the Berlin-inspired brunch pop up bar. Whilst most restaurants offering bottomless brunch will have a queue round the block, food delivery services such as EatFirst bring brunch to you, making your home the Instagrammable brunch destination. Chef at EatFirst, Benn Hodges spent six weeks developing poached eggs that would work when reheated and delivered to make sure you get that perfect #yolkporn shot in your brunch Insta this weekend.

The rise of brunch, and the popularity with millennials (and brands too), lies in the fact that it escapes the rigidity of the three set meals a day philosophy. At brunch, you can drink even though it may be the first meal of the day; you can drench everything in maple syrup because it’s the weekend or order matcha lattes and avocados. Brunch can be whatever you want and that’s why it’s the most important meal of the weekend.