Waffley Good: The Fry‑Up Gets a Twist as Brits Crave Unconventional Breakfasts

• Hampton by Hilton trials limited edition British Breakfast Waffle Trio as part of its free hot breakfast included in every stay
• The breakfast classic has been recreated as research reveals more than half (51%) are becoming more experimental with their morning meals when staying at a hotel
• Brits can indulge in inventive waffle flavour combinations, such as black pudding & bacon, tomato & mushroom and Cumberland sausage & orange zest
• Londoners are revealed as the most experimental (53%), while the most likely to stick to traditional fare are residents of Wales and the East of England (both 77%) 

Craving something different for breakfast? Hampton by Hilton is trialling a waffley delicious twist on the traditional fry-up as research reveals a waffle lot (three in 10) are claiming to be more experimental with their morning meals, rising to more than half (51%) when staying at a hotel. 

Dubbed the ‘British Breakfast Waffle Trio’, the selection of fry-up inspired waffles will be available at select Hampton by Hilton properties on December 1, giving guests the opportunity to trial one of the hotel brand's more experimental creations alongside its original waffle flavour. 

Although 61% of adults eat the same thing every day at home, the traditional fry-up is still a beloved staple with almost 1 in 5 eating the dish at least once a week. When it comes to breakfast flavours overall, over half of respondents are open to trying unusual combos (59%) and prefer a savoury start to the day over a sweet meal (52%). However, for just over a third (37%), an experimental mix of sweet and savoury is what they crave each morning. 

This hunger for sweet and savoury has led some Brits to bring unorthodox creations to the breakfast table, with curry porridge, chocolate spread with brie on toast and bacon-wrapped bananas being some of the more unusual breakfast food combos named in the research.

The Hampton by Hilton limited edition British Breakfast Waffle Trio will help Brits satisfy their breakfast hankerings, offering a range of batters including black pudding & bacon, tomato & mushroom, and Cumberland sausage & orange zest. The hotel brand is further challenging guests’ palettes through a range of experimental toppings, including English tea whip and baked bean-infused whipped cream.

Guests at select Hampton by Hilton hotels across the UK will be able to indulge in the limited-edition British Breakfast Waffle Trio* - the hotel brand’s latest innovative waffle flavour combination. Those looking for something sweet can enjoy the Winter Spice waffle, the brand’s new seasonal waffle flavour**. A delicious blend of nutmeg, cinnamon, ginger and pumpkin, it’s the perfect warming flavour combination for the colder months. 

Regional research found that Londoners are the most adventurous with more than half (53%) stating they are experimental with their morning meals. When it comes to a more traditional approach, those from Wales and the East of England (77%) say they are the most likely to stick to tried-and-tested breakfast classics.

As for foodspiration, many opt for traditional sources such as cooking and recipe websites (22%), suggestions from family and friends (22%) and TV (20%). Surprisingly, only nearly one in ten turns to social media for inspiration, with Instagram (13%), YouTube (13%) and TikTok (8%) being their go-to platforms.

Pauline Wilson, vice president, focused service operations, EMEA, Hilton, said, “With more than half of Brits being more experimental with their morning meals at hotels we're excited to offer our guests the British Breakfast Waffle Trio – a loving tribute to the iconic traditional fry-up. We hope this innovative waffle flavour combination satisfies the nation’s craving to try something new for their morning meal. And as we continue to seek opportunities to enhance our free hot breakfast offering, we're pleased to also launch a delicious new seasonal Winter Spice waffle, available now at all Hampton by Hilton hotels across Europe, Middle East and Africa.” 

"We should all try and be adventurous when it comes to breakfast. The Hampton by Hilton British Breakfast Waffle Trio is far from your average full English in terms of taste and uniqueness. I was particularly surprised by the English tea whip - I definitely want it on my waffles forevermore!"

What Willy Cook

Food Personality

What Willy Cook, food personality, said, “We should all try and be adventurous when it comes to breakfast. The Hampton by Hilton British Breakfast Waffle Trio is far from your average full English in terms of taste and uniqueness. I was particularly surprised by the English tea whip - I definitely want it on my waffles forevermore!”

“My personal favourite was the tomato & mushroom waffle - I just couldn’t believe the taste. And frankly with a dollop of the baked bean whipped cream - it’s the topping you just can’t get enough of. You can try your own breakfast waffle combos on the 1st December at selected Hampton by Hilton hotels.” 

Those looking to trial the limited-edition British Breakfast Waffle Trio can book a stay at participating hotels today.

The Hampton by Hilton free hot breakfast is included with every stay and is available at all 43 UK hotels, including the recently opened Hampton by Hilton London City and Hampton by Hilton Rochdale. Other top leisure destinations include Hampton by Hilton Torquay, Hampton by Hilton Bath City, Hampton by Hilton Manchester Northern Quarter and Hampton by Hilton Edinburgh West End.

Click here to find out more about the free hot breakfast at Hampton by Hilton hotels and join the conversation on Instagram, Twitter, and TikTok.

 *The British Breakfast Waffle Trio is available on December 1 when staying at Hampton by Hilton London City, Hampton by Hilton Bath City, Hampton by Hilton York Piccadilly and Hampton by Hilton Edinburgh West End

** The seasonal Winter Spice waffle is available at all Hampton by Hilton locations across Europe, Middle East and Africa until January 15, excluding Hampton by Hilton London City, Hampton by Hilton Bath City, Hampton by Hilton York Piccadilly and Hampton by Hilton Edinburgh West End on December 1

About the Research

Consumer research was conducted by One Poll with 2,000 UK adults. The survey took place between 20th to 24th October 2023, on behalf of Hampton by Hilton.