Breakfast Menus Shift Toward Comfort and Value

Chains focus on hearty, familiar dishes as guests prioritize satisfaction over Instagram-worthy aesthetics

Published on Mar. 9, 2026

Got story updates? Submit your updates here. ›

Breakfast menus are moving away from the era of avocado toast and healthier, lighter options in favor of more comforting, value-driven dishes. Chains like Vicious Biscuit, The Big Biscuit, and Another Broken Egg Cafe are finding success with classic, savory offerings like chicken biscuits, chicken and waffles, and elevated takes on grits and Benedicts. Guests are prioritizing satisfaction and familiarity over visually appealing but less filling menu items. Brands are also streamlining beverage programs and adding shareable dishes to enhance the social brunch experience.

Why it matters

The shift toward comfort food and value-driven options on breakfast menus reflects broader consumer trends as diners become more selective about discretionary spending. Chains that can deliver hearty, familiar dishes that feel worth the price are poised to build brand loyalty and repeat visits in the current economic climate.

The details

Vicious Biscuit made its Chicken Bacon Ranch biscuit a permanent menu item after it consistently outperformed expectations as a limited-time offer. The Big Biscuit expanded its chicken and waffles section and introduced a line of chicken biscuit sandwiches. Another Broken Egg Cafe has found success with seasonal, ingredient-driven LTOs like a reimagined hash and the Louisiana Benedict. Across brands, there is a focus on streamlining menus, adding customization, and enhancing the social brunch experience with shareable dishes and elevated non-alcoholic beverages.

  • In 2025, Vicious Biscuit saw a 'value-driven culture' emerge where guests prioritized getting more for their dollar.
  • Last year, The Big Biscuit rolled out its largest-ever menu refresh to expand its chicken and waffles offerings.
  • This fall, Another Broken Egg Cafe featured seasonal items like a reimagined hash and the Louisiana Benedict.

The players

George McLaughlin

Cofounder and CEO of fast-casual breakfast and brunch chain Vicious Biscuit.

Chad Offerdahl

CEO of the Kansas City-based casual-dining chain The Big Biscuit.

Joel Reynders

VP of culinary and corporate executive chef at Another Broken Egg Cafe.

Chad Coulter

Cofounder and CEO of 'craft-casual' breakfast chain Biscuit Belly.

Got photos? Submit your photos here. ›

What they’re saying

“There's been this trend over the last couple of years where concepts are putting these healthier options on the menu that look great in a picture, but ultimately leave people hungry.”

— George McLaughlin, Cofounder and CEO of Vicious Biscuit (qsrmagazine.com)

“We're seeing that sweet trend in breakfast drop off as people are looking for more of that comforting, chef-driven food.”

— George McLaughlin, Cofounder and CEO of Vicious Biscuit (qsrmagazine.com)

“They are still takes on a classic dish, which is a big theme that we're seeing—something that's traditional and maybe a little bit more of a routine for people, but now they're wanting more customization or elevation on it.”

— Chad Offerdahl, CEO of The Big Biscuit (qsrmagazine.com)

“The big wins for us lately have really come around how we look at our LTOs. We've been featuring seasonal items in a much more creative way.”

— Joel Reynders, VP of culinary and corporate executive chef at Another Broken Egg Cafe (qsrmagazine.com)

“We're not a boozy brunch place and we don't want to be. So, we've been looking at how we can shrink that down so we're just doing the favorites and we're doing them really well.”

— Chad Coulter, Cofounder and CEO of Biscuit Belly (qsrmagazine.com)

What’s next

The Big Biscuit plans to lean further into build-your-own formats in 2026, blending chef-curated options with customization to give guests more choices without creating decision fatigue.

The takeaway

Breakfast chains are shifting their focus to hearty, familiar comfort foods that provide value and satisfaction for guests, moving away from the era of visually appealing but less filling menu items. This trend reflects broader consumer priorities around discretionary spending and the desire for menu items that feel worth the price.