Brunch: The ritual of modern living

At 11 a.m. on a Sunday, cafés are no longer quiet corners for early risers. Instead, they hum with conversation—plates of avocado toast glide past, matcha latte clink, and groups linger over meals that seem to stretch effortlessly into the afternoon. This is brunch: a concept that blurs the line between breakfast and lunch. What began as a practical, even leisurely meal has evolved into a cultural ritual. Today, brunch reflects shifting lifestyles, social habits, and economic strategies, making it one of the most telling food trends of modern life.

A Brief History of Brunch

Despite its contemporary popularity, brunch has deeper roots than many assume. Its origins trace back to the late 19th century in Britan, where it emerged a solution for the “Sunday morning hangover” among the English prominent families. Brunch provided a relaxed alternative to early Sunday breakfast, offering a wide range of dishes that could satify different tasting and cravings.

The idea crossed the Atlantic in the early 20th century, gaining traction in the United States. By the 1930s, brunch became popular especially among the upper class, being seen as an opportunity for social gathering after church services. These gatherings were informal, indulgent, and social—qualities that still define brunch today- and, over time, what was once an elite custom gradually became accessible to a wider public.

The Social and Cultural Appeal

Given the rise of foodie culture explosion, social media and food blogging has amplified brunch appeal. Brunch dishes- perfectly poached eggs, rich pancakes and french toasts, artfully arranged pastries—are designed as much for the camera as for the palate. Platforms like Instagram have amplified the visibility and driven trands within brunch culture, attracting a younger audience and giving popularity to certain dishes or ‘instagrammable’ spots. This has turned brunch into a shared experience, reinforcing its role as both a meal and a lifestyle statement.

Thus, brunch, especially in urban environments, has become a weekend ritual in contemporary sociaty. By creating a gathering without the formality of dinner or the rush of weekday breakfast, it offers a causal and relaxed setting for friends and family to spend quality time, enjoying the companies of others. This sense of community is an essential aspect of brunch

The brunch atmosphere aligns closely with the broader cultural shift toward “slow living”, a growing, intentional lifestyle movement that encourages individuals to slow down and savor the present moment in a fastpaced world.

Brunch menus have evolved to reflect modern eating habits and cultural influences. Many now include vegetarian, vegan, gluten-free, and health-conscious options, often shaped by the farm-to-table focus on fresh, local ingredients. At the same time, brunch highlights regional flavors, with cities putting their own spin on dishes. Global trends and social media have also influenced menus, blending ideas from different cuisines while still preserving local identity.

The Business of Brunch

Behind the scenes, brunch is also a smart economic strategy. For restaurants, it fills a previously underused time slot between breakfast and lunch, maximizing revenue without requiring entirely new resources.

Many brunch menus rely on relatively simple ingredients—eggs, bread, potatoes—but are sold at premium prices. This combination allows for higher profit margins. At the same time, the demand for brunch has encouraged the rise of specialized cafés and eateries built entirely around the concept, inspiring innovation in the industry

A Lasting Trend

Brunch’s enduring popularity suggests it is more than a passing fad. And as long as people continue to seek those moments, it’s safe to say that brunch—coffee in hand, conversation flowing—will remain firmly on the menu.

Milan Brunch Spots not to miss

Bgood, porta Ticinese, - $

Casual and contemporary, with healthy yet indulgent options inspired by international brunch culture.

• Not to miss: sweet potatoes, salmon and eggs avo toast, banana breads

Hygge, Porta Ticinese- $$

A cozy Nordic-inspired spot, perfect for a slow, feel-good brunch rooted in Danish comfort culture.

• Not to miss: pulled chicken hot dog, smashed potatoes, cardammon roll

Felicetta, Sempione- $$

Old-school brunch with a modern Milanese twist, where simple dishes are elevated with great attention to detail.

• Not to miss: club sandwich and avocado toasts:

NoWhere café, Porta Ticinese $$

- A must for specialty coffee lovers, with a minimal, laid-back vibe where brunch meets top-tier coffee culture.

• Not to miss: crumbles scrambled bomb, kimcheesanga, chai latte

Meze, porta Monforte $$

A flavorful journey into Lebanese cuisine, perfect if you’re craving something different from the usual brunch.

Not miss: hummus and sharing-style Middle Eastern plates

Sisu, porta Genova $$

A creative hotspot loved on social media, known for its original brunch dishes and beautifully crafted pastries.

• Not to miss: savory pancakes and their pastries

California Bakery- Brera $

a corner of America in milan

• Not to miss: real American cheescake and Pies

Pan, città Studi $$

Japanese-inspired minimalism meets brunch, offering a unique and refined twist.

• Not to miss: matcha latte, truffle shoku-toast, cinnamon ice cube

Gelsomina- Porta Venezia-$$

Bright, colorful, and perfect for a light yet highly Instagrammable brunch.

• Not to miss: avocado toast and open toast

Bistrot Bertarelli- Porta venezia $$$

A dreamy, indulgent brunch buffet made for those who love variety and sweet treats.

• Not to miss: chocolate fountain, all the sweets

Ralph Lauren, Quadrilatero della Moda- $$$

A slice of New York lending timeless elegance with country-chic vibes in the heart of Milan’s luxury district.

• Not to miss: famous Ralph’s burger, lobster roll, pancakes and cheeskcake

giardino Cordusio- Historical centre $$$

Refined and elegant, ideal for a sophisticated brunch right in the city center.

• Not miss: vitello tonnato, benedict eggs toast, viennoserie selection