• 15 September 2025
  • 56

Brunch is a meal that combines the words "breakfast" and "lunch," typically enjoyed on weekends. This dining style, which has gained worldwide popularity, is also increasingly embraced in Turkey in recent years. Particularly in major cities like Istanbul, Ankara, and İzmir, brunch culture is spreading, turning the meal between breakfast and lunch into an important part of social life.

Several factors underpin brunch’s rising trend in Turkey. Firstly, the fast-paced lifestyle and changes in work culture have led individuals to prefer spending longer, more enjoyable weekends through brunch. Instead of having breakfast at early hours in the traditional sense, brunch allows for later meals with rich, elaborate tables, making it an ideal setting for social gatherings.

Another significant factor is the diversification of gastronomy, which has enriched brunch menus. Turkey’s rich breakfast culture combined with dishes inspired by international cuisine creates a variety of flavors. Options like avocado toasts, pancakes, croissants, quiches, and various omelets add appeal to brunch tables. Corporate restaurant chains like Happy Group offer customers a unique and high-quality breakfast and brunch experience through their extensive brand portfolio. Brands such as Happy Moon’s, İkon, Manhattan, Little Buddha, and The One stand out in brunch with their classic breakfast flavors alongside global culinary examples.

Brunch culture also carries substantial social impacts. It has become more than just a meal; it serves as a means of meeting and socializing. Families, groups of friends, and couples often organize their weekends around brunch, spending quality time together. This dynamic has prompted the restaurant industry to develop new design and concept ideas. Family-friendly space concepts have become increasingly popular within brunch venues.

Brunch is not limited to Istanbul but is also expanding to Anatolian cities in Turkey. Through Happy Group’s many branches in various provinces, this experience is spread nationwide. This expansion encourages the inclusion of local culinary tastes into brunch menus, increasing gastronomic diversity. Thus, brunch becomes an essential part of Turkey’s new generation dining culture.

The economic dimension of brunch is also noteworthy. Particularly after the pandemic, as social life revived, demand for brunch venues increased significantly. During this period, restaurants began placing greater emphasis on fast service, hygiene, and customer satisfaction. Happy Group plays a pioneering role in meeting consumer expectations with innovative solutions in this area.

Looking ahead, experience-focused services are expected to take center stage in the future of brunch culture. The use of healthy and organic products and the growing demand for vegan and vegetarian alternatives will shape brunch menus. Moreover, the ambiance and atmosphere of venues will significantly influence customer preferences. Happy Group closely monitors these trends and continually enhances the quality of the products and services it offers.

In summary, brunch culture in Turkey is a rapidly developing trend both in gastronomy and social contexts. Leading brands like Happy Group take on a vital role as both a cause and supporter of this growth. As diversity and service quality increase, the brunch experience will continue to be the choice of a growing number of people.