"Evening Drinks Feel Burdensome, Comfort Comes First"... Gen Z in the US Embraces 'Morning Appointments'

"Morning Appointments" Gain Popularity Amid High Inflation and Health Trends
From Breakfast Connection Platforms to a New Social Culture

In the United States, breakfast is establishing itself as a new social culture. As high inflation has increased the burden of dining out for dinner, and with a growing awareness that breakfast offers both health benefits and good value for money, “morning appointments” are becoming a new trend, particularly among Millennials & Gen Z.

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"Dining Out for Dinner Is a Burden"... Health-Conscious Consumption Plays a Key Role

The U.S. financial news outlet Business Insider (BI) reported on July 23 (local time) that the American breakfast restaurant market is rapidly expanding.

According to the market research firm IBISWorld, the U.S. breakfast restaurant and diner market grew from $13.8 billion (approximately KRW 1.99313 trillion) in 2019 to about $15.6 billion (approximately KRW 2.25310 trillion) this year.

The background behind this trend includes both high inflation and reduced consumer spending. While dining out for dinner has become burdensome, breakfast has emerged as an alternative that allows people to enjoy a meal out at a relatively lower cost.

Chad Offerdahl, CEO of the American brunch chain The Big Biscuit, stated, "Consumers still want to eat out but have become more cautious about spending," adding, "Breakfast is currently the least burdensome option for dining out."

The trend toward health-conscious consumption is also playing a significant role. Recently, there has been a movement in the United States to increase protein and dietary fiber intake, making breakfast menus featuring eggs, whole grains, and fruits increasingly popular. David Portalatin, Food Industry Advisor at the market research firm Circana, explained, "Many consumers perceive breakfast as a meal where they can adequately meet their protein and fiber needs."

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Breakfast as a Social Culture... Connection Platforms Emerge

As breakfast establishes itself as a new social culture, services targeting this trend have also emerged. In the United States, a subscription service called “The Breakfast”—which connects members to share breakfast with strangers—has gained popularity, with membership exceeding 67,000.

Unlike business lunches that require formality or dinners that may feel burdensome like evening drinks or dates, breakfast gatherings have appealed to younger generations for their casual atmosphere.

Industry experts believe this trend will continue for the foreseeable future. In particular, as brunch culture spreads—with a wide variety of beverages including not just coffee but also non-alcoholic cocktails and bubble tea—breakfast is becoming more than just a meal; it is evolving into a new space for consumption and social interaction.

This content was produced with the assistance of AI translation services.