Setting the table for the rising popularity of home brunches

A 2024 survey found 59% of consumers cut back on dining out, including brunch. Instead, people are rolling up their sleeves and getting their hands dirty in the kitchen. Thanks to social media inspiration and a desire for healthier options, brunch at home has never been more popular.

In today’s pricey brunch scene, a simple stack of pancakes or eggs Benedict devours a significant chunk of your weekly food budget. Still, the allure of a delicious and relaxing Sunday morning meal remains hard to resist. Driven in part by rising costs, a growing number of people are opting to transform their homes into DIY cafes for homemade brunches.

The rise of the home brunch trend

Social media platforms, especially Instagram and TikTok, flood the internet with aesthetically pleasing #HomeBrunch posts by home cooks. Brunch is not just about trendy cafes and bottomless mimosas anymore; it is being redefined as a homemade experience. According to CivicScience, more than half of the dining-out crowd is shifting to making brunch at home, and here’s why.

Economic factors driving the shift

Consumers feel the pressure of inflation and increased restaurant prices. After all, indulging in a high-quality spread, coffee and a fun beverage can come with a hefty price tag.

According to the United States Bureau of Labor Statistics, food-away-fromhome prices increased at nearly twice the rate of foodat- home prices. The reality is that many can’t afford to dine out with their already stretched budgets. However, skipping brunch altogether isn’t the only option – the solution is to bring the experience home.

By making brunch yourself, you control the costs while enjoying restaurant-quality meals. Cooking at home also allows for bulk purchases and meal prepping, stretching your budget even further. Plus, you get to treat yourself to something special whenever you like — no reservations required.

The undeniable power of social media

Influencers and food bloggers shape the home brunch aesthetic, providing followers with inspiration, recipes and tips. The rise of shortform video content has made it easy for anyone to share and try out recipes, encouraging beginners to join in the fun. Creator Katie, known as @babytamago on TikTok, shares unique family recipes, like “blinchiki” — a delicate Eastern European crepe – that bring a homemade touch to brunch. While these dishes may not be staples at traditional brunch spots, they can easily become favorites in your own kitchen. With over 500,000 followers, it’s clear that her content resonates with many.

For many, this trend has become a hobby, as enthusiasts experiment with online recipes and enjoy sharing their own cooking experiences with the brunch community. With hashtags like #homebrunch and #homecafe amassing over 2 million posts on Instagram, it’s evident that social media plays a significant role in popularizing this movement.

It’s more than just eggs and bacon

As people take to their kitchens to experiment with classic dishes, the culinary scene is being redefined by new, innovative recipes and drinks. From matcha pancakes to breakfast charcuterie boards and plant-based eggs Benedict, the homemade experience feels as gourmet as what you can find in trendy restaurants. Enthusiasts are also becoming baristas, making specialty drinks on their own by using the internet for tutorials. According to Statista, sales of coffee machines will continue to grow by $1.8 billion between 2024 and 2029, suggesting that young consumers are investing in quality equipment to replicate cafe experiences and trendy beverages at home.

One standout is the brown sugar shaken espresso. Popularized by Starbucks, this drink has grown a cult following for its creamy, frothy texture perfectly sweetened by brown sugar. It’s easy to replicate in the comfort of your home once you have an espresso machine. Floral syrups have also been a wellloved addition to traditional drinks, like a lavender latte, as it turns out that a floral flavor pairs well with coffee. These specialty drinks can be quite expensive if you purchase them at a cafe, whereas you can make as many drinks as you want for a fraction of the cost.

Health is wealth

As health-conscious eating becomes more popular, many people choose to prepare brunch at home to control their meals’ ingredients and nutritional value. Unlike dining at a restaurant, cooking at home lets you know exactly what goes into your food. It also offers the flexibility to adjust recipes to meet specific dietary preferences and health needs. Harvard Health has highlighted substantial scientific evidence supporting home cooking as an effective way to improve diet. The mindful eating movement encourages individuals to be more aware of what they consume, contributing to the trend of making brunch at home.

Creating a community at home

Brunch has always been a social event, but hosting gatherings at home instead of dining out can create a more memorable experience. In a home setting, friends and family can connect in an intimate and relaxed atmosphere, free from the distractions of a busy restaurant. Hosting also allows for creative variations on this meal, such as potluck-style brunches, themed gatherings or integrating activities afterwards, like book clubs or board games. One popular idea is to transform your home into an at-home coffee shop on weekends, complete with makeshift menus, inviting friends to drop by for pastries and drinks. Ultimately, home brunch is not just about the food; it’s about creating a sense of community.

The reduced dining frequency reported by CivicScience signals a deeper cultural shift in how people enjoy their meals, including this mid-morning tradition. Economic factors, social media influence, the desire for healthier food and the appeal of hosting push the younger generation to redefine what brunch looks like for them in their own homes and kitchens.

As the trend continues, more innovative recipes will emerge online, encouraging others to partake in #Home-Brunch.