Breakfast culture inspires restaurants and media alike
The “experience generation” is rehashing the concept of breakfast, elevating it from a merely functional (albeit important) meal to a cultural touchpoint. As a result, young people are devoting more attention and more money to breakfast. The morning meal has earned a spotlight in the media, and young people are seeking out unique dishes and unusual breakfast locales that veer far from the basic bowl of cereal.
Young people’s passion for breakfast goes beyond merely eating to include an interest in keeping up on the latest trends in the category. Time, Inc. recognized a gap that it could fill and launched Extra Crispy, a dedicated site for breakfast stories covering everything from bacon and eggs to coffee and Bloody Marys. Readers are sated with articles about breakfast foods from diverse cultures and recipes for better breakfasts without having to leave the house (think vegan crepes). In addition, the site includes stories about celebrity breakfast preferences as well as viral videos, such as cute animals eating pancakes, which visitors can watch while having their own morning meals.
Breakfast is an on-the-go meal for many people, and now LA residents can get it from a roving food truck, The Rooster. Chef Rouha Sadighi wants to make “breakfast dope again” and is well on the way to achieving her goal with creative dishes like the Rico Suave burrito, stuffed with eggs, tater tots, cilantro crema, and much more, and the Killit Skillit, which features tortilla chips, chorizo, and cotija cheese, among other ingredients. The menu also includes avocado toast, cleverly named the Basic Bitch. Aside from the breads, which come from a local bakery, everything down to the spicy Kill Sauce is house-made.
What better way to turn breakfast into an experience than to serve it at a trendy bar? Following the success of LA’s Nighthawk: Breakfast Bar (which is only open during evening hours), founder Jeremy Fall and chef Greg Schroeppel are opening Nighthawk: AM, which will operate from 8am to 4pm. The intent is to give fans of the late-night spot a location to enjoy similarly unique breakfast fare during more standard hours. Diners can treat themselves to creative concoctions like Rice Krispy-coated French toast sticks or rare vintage cereals. While the new location won’t serve the sister bar’s famous spiked cereal milk, it will have lattes on tap.