Greggs and Heinz are bringing the bakery chain's breakfast menu back for dinner time, with bacon, sausage, and omelette breakfast rolls available from 4-7pm, served with Heinz Tomato Ketchup or HP Sauce. The limited-time offering responds to research showing that 61% of Brits want to eat breakfast at dinner time.
Breakfast-for-dinner demand
The move comes as the majority of Brits (61%) admit they want to eat breakfast at dinner time, with breakfast ranked almost as important as dinner by 39%-42%, according to research. Those asked say breakfast-for-dinner is tasty, quick to prepare, convenient, and comforting, making it a compelling alternative to the usual evening meal.
When it comes to what makes the perfect breakfast, the red or brown sauce debate still rages on, particularly when it comes to bacon rolls. Half of people polled say Heinz Tomato Ketchup belongs on a bacon roll, compared to 2 in 5 (39%) who say HP Sauce.
Where and when to get Brinner
On October 14 and 15, Heinz x Greggs Brinner will be available at 20 Greggs shops across the UK, including Newcastle Neville Street, Manchester Oxford Road, London Leicester Square, Birmingham Bullring, Cardiff Queen Street, and Glasgow Central Station.
It seems the nation has been trying to make Brinner happen for some time. When asked how often customers try to order breakfast after 11am, 93% of Greggs colleagues said it is a common occurrence during the week, happening even more regularly at weekends. One person even recalled a customer attempting to order breakfast as late as 7pm, only to be told they were too late.
Heinz and Greggs celebrate collaboration
Tom Franklin, UK&I Away From Home Director at Heinz UK, said: “Brits love breakfast foods and, for most of us, Heinz is a key part of that meal. With mornings becoming increasingly rushed, we’re over the moon to be working with Greggs to bring their iconic breakfast menu back in time for dinner. Because frankly, if you fancy a bacon roll with a dollop of Heinz Tomato Ketchup at 6pm, why shouldn’t you have one?”
Zoe Harris, Customer Director at Greggs, said: “We’ve lost count of the number of customers who have tried their luck ordering breakfast after 11am, so when Heinz came to us with the idea of making Brinner a reality, it felt like the perfect excuse to give the people what they want. And let’s be honest, a Greggs Bacon Roll just wouldn’t be the same without a squeeze of Heinz Tomato Ketchup.”
To celebrate the collab, Greggs and Heinz are throwing a free Brinner Party, transforming a Central London Greggs into the ultimate breakfast-for-dinner destination. From 5pm on October 14 and 15, the Central London Greggs at 49 Cheapside, EC2V 6AT will be transformed into a first-of-its-kind free Brinner Party, complete with a giant bed and former Radio 1 presenter Dean McCullough on the decks. Tickets are free and will be available from 9am on Friday, October 9 on a first come-first served basis.
