Breakfast has become a stage for creativity, cultural storytelling, and innovation. From rustic farmhouse classics to global mash-ups, today’s hotel breakfasts are as much about experience as they are about nourishment.

Paul Bloxham, Head of Culinary for Avendra International Europe, takes us on a journey through Europe’s most exciting breakfast trends, spotlighting the dishes, traditions, and innovations shaping hotel and hospitality dining.

Hearty Northern Traditions

Travel north and you’ll find the hearty British “fry-up” and the robust Scottish and Welsh breakfasts – meals that remain central to the bed & breakfast tradition, offering comfort and familiarity. In Scandinavia, the breakfast buffet transforms into a spectacular display, laden with breads, cheeses, cereals, fruits, herring, cold cuts, and pastries – sometimes so generous that guests are even encouraged to pack a lunch. It’s a feast that sparks conversations not only about hospitality but also about sustainability.

The Charm of the Continental

Meanwhile, in Belgium, France, Spain, and Italy, the continental breakfast continues to charm with artisanal breads, fresh pastries, butter and preserves, and of course, exceptional coffee. Belgium’s pistolets have even gone global, their miniature filled rolls becoming a showcase for local flavours and provenance – from shrimp fresh off Zeebrugge’s coast to steak tartare and crab salad. Each bite is an exploration of place and tradition.

Innovation on the Morning Menu

Across Europe and beyond, hotels are also embracing a wave of culinary innovation:

• Signature hero dishes like Pain con Tomate, Shakshuka, Oeufs en Cocotte, Swiss Bircher Muesli, and pimped-up pastries from Paris, Dubai, and New York.
• Global brunch mash-ups such as Torrijos with bacon, turmeric dal with cavolo nero, or huevos rancheros with fiery salsa.
• Elevated comfort foods – think indulgent toasties, over-filled bagels, or frankfurter-and-pretzel pairings with proper mustard.
• Premium breakfast specials that inspire social media buzz and create upsell opportunities – from onglet with duck eggs to buttermilk fried chicken with pancakes, or Spanish-inspired salted cod omelettes with Pata Negra.
• Coffee culture, too, is being redefined. Sourcing beans with the same care as fine wines, hotels are spotlighting origins from Ethiopia, Guatemala, Tanzania, and beyond – with filter and drip coffee carving out a premium niche.

As Paul notes, innovation doesn’t have to mean complexity. “KISS – keep it simple, stupid – still applies. With great produce, honest cooking, and a touch of storytelling, breakfast becomes more than a meal. It’s a way to showcase heritage, sustainability, and the evolving tastes of travellers.”

And as we look ahead to 2026, one thing is clear: breakfast is still the most important meal of the day – not only for guests, but for hotels redefining their culinary identity.

Your 2025–26 Breakfast Trends Guide

We get it, and we can help.

For more innovation, insights, and tailored support for your hotel’s F&B strategy, connect with us: hello_Europe@Avendra.com