Why do brunch restaurants in Amsterdam drop fixed meal times?
A brunch restaurant in Amsterdam lets go of fixed meal times because guests don't all have the same days off or the same weekend. Anyone who can't order lunch at 11 am yet, or who is already too late at 3 pm, simply walks back out the door. Brunch fills that gap and turns eating into a relaxed moment instead of a functional stop.
How does a brunch concept turn flexibility into growth?
Teds All Day Brunch started 10 years ago with a single restaurant and now has almost 16 locations. The concept rests on three choices: no hard line between breakfast and lunch, room for drinks like champagne or mimosas with breakfast, and a pace that invites guests to linger. Every rule that disappears removes a reason for a guest to go somewhere else.
Which rules cost restaurants guests?
Not being able to order lunch at 11 am yet, and not being able to get lunch anymore at 3 pm. These are two moments when a guest leaves without ordering.
Why does brunch work as an in-between moment?
Brunch fits before lunch, after lunch or anywhere in between. That means it suits any daily rhythm, including guests whose weekend falls on a weekday.
Why do drinks at brunch pay off?
A mimosa or a glass of champagne with breakfast turns a quick meal into a relaxed moment. Relaxed moments lead to higher spend per guest and give people more to write about in a positive review.
People don't know who has their weekend when, or what your day looks like.
Frequently asked questions
How did Teds All Day Brunch grow from one to almost 16 locations?
Teds All Day Brunch started 10 years ago as one small restaurant, built on an idea from co-founder Sonja. The idea was simple: give guests the freedom to eat and drink whenever it suits them. The concept stayed the same in every new location, which allowed the group to grow to almost 16 locations, with plans to open even more.
Where did the idea for an all day brunch concept come from?
The idea came about when Sonja, as a guest at Amsterdam restaurants and cafés, noticed that she couldn't order lunch yet at 11 am and that lunch was already over by 3 pm. Anyone who wanted champagne with breakfast got strange looks. Brunch offered a way to let go of those rules and serve guests at a time that works for them.
What sets brunch apart from a regular lunch?
Brunch is an in-between moment that isn't tied to one specific time. It's less about functional eating and more about a relaxed moment with something extra on the table, like a mimosa or a glass of champagne. As a result, guests stay longer, which makes brunch a different kind of restaurant visit from a quick lunch squeezed between two appointments.
Why do reviews matter for brunch restaurants?
Brunch guests often search Google on the spur of the moment for a place nearby, for example on a free weekday morning. Recent, positive reviews carry a lot of weight in that search. A common approach is to ask guests for feedback shortly after their visit and to respond to every review, so the profile stays up to date and visible.
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Video transcript
So, um, um, we feel that we are, uh, still building, um, into a hobby that originated 10 years ago, which started really small with one restaurant and which has now grown into a group of restaurants of almost 16 locations open, which we do based on the premise and the idea that my wife had 10 years ago, Sonja, when she was walking and as a guest in Amsterdam hospitality venues that she noticed that when she would come in at somewhere at 11 AM that it wasn't possible to order lunch any yet, or at 3 PM the lunch was already gone. People were looking strange if you would, if you would want some champagne for your breakfast or some mimosas. But people don't know when who is having their weekend and how your day works and how your day is going.
So she basically came up with the idea, okay, so we should limit a little bit the rules that people have or that they were currently in place. And she felt the best way to describe that was to offer brunch because brunch feels a little bit the in-between moment that you can do before lunch or after lunch or whenever and is a moment on hospitality where you can basically serve a little bit extra and have some nice drinks on the side and really have a nice leisurely moment and not as functional as people do. And that's the philosophy where we are building on, and we hope to have a lot more locations than we currently have.