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Are You a Buffet Smuggler or a Stacker? Scarlett Moffatt Eggs‑plores the 5 Types of Breakfast Buffet Behaviours

hotel breakfast Scarlett Moffatt Hampton by Hilton
  • A new video from Hampton by Hilton, starring Scarlett Moffatt, uncovers the five types of breakfast buffet behaviours unknowingly exhibited by Brits
  • 45% of Brits admit to investigating and circling the breakfast buffet, carefully inspecting what’s on offer before making their choice, followed by nearly a third (30%) of the nation who professed to smuggling snacks for later
  • On average Brits spend 38-minutes at the breakfast buffet – while a fifth (22%) take a much more leisurely approach, spending up to an hour enjoying what the buffet has to offer

LONDON, UK – Gogglebox personality, Scarlett Moffatt, has partnered with Hampton by Hilton to champion the hotel brand’s free breakfast buffet, and uncover the nation’s unknowing yet relatable buffet ‘behaviours’. Five personality types have been researched and identified, showing how Brits instinctively tackle one of the most valued parts of any hotel stay – the morning meal.

Released today by the quality-driven hotel brand, Scarlett features in a new tongue-in-cheek video, documenting the five behaviours she observes at a Hampton by Hilton breakfast buffet, revealed as:

  • The Smuggler – This guest sneaks a snack for later. Whether it’s a golden apple up the sleeve, or a flaky pastry folded into a napkin, this person is looking for when the coast is clear.
  • The Stacker – This skilful guest can’t get enough of the breakfast buffet and doesn’t intend to make a return journey. They stack their food tall like the leaning tower of Pisa – rashers of bacon upon slices of toast, or sweet syrupy waffles masterfully leaning over the plate.
  • The Investigator  This curious guest circles the buffet more than once. They closely examine the buffet - lifting, moving, and rotating items to find the best bites.
  • The Builder – A buffet novice. They’re inquisitive and free for the first time to independently build their own breakfast, carefully choosing each item to create their ideal plate.
  • The Nester A provider who brings back a variety of food to share for the table. They get their daily steps in, going backwards and forwards, delivering plates of nearly everything available for everyone to feast.

The video has been released to celebrate the nation’s love of breakfast and showcase the quality free hot breakfast buffet on offer at all 41 Hampton by Hilton hotels in the UK. The refreshed buffet experience now offers guests even more delicious options from plant-based alternatives to locally sourced ingredients. 

"When it comes to the breakfast buffet, I’m a little bit of a ‘Smuggler’ and am known to sneak a croissant away with me to enjoy in the room with a cuppa later in the day. That said, I’m also guilty of being a ‘Stacker’ too, piling up delicious smoky bacon and hot waffles is literally my idea of heaven!"

Scarlett Moffatt

Gogglebox personality

Speaking about her involvement with the campaign, Scarlett Moffatt said, “The breakfast buffet is without a doubt one of the best bits of a trip away for me and at Hampton by Hilton hotels it’s completely free – what more could you want! When it comes to the breakfast buffet, I’m a little bit of a ‘Smuggler’ and am known to sneak a croissant away with me to enjoy in the room with a cuppa later in the day. That said, I’m also guilty of being a ‘Stacker’ too, piling up delicious smoky bacon and hot waffles is literally my idea of heaven! I think we can all agree that a good night’s sleep followed by a hot brekkie sets us up for the day. Now pass me the pancakes!”

Pauline Wilson, vice president, focused service operations, EMEA, Hilton, said, “There is nothing like a hot breakfast to get your day off to a good start. At Hampton by Hilton, we know our guests have different preferences, and that’s why our hot breakfast buffet includes an impressive variety of quality options, all included in the price of your stay. This means whether you’re an early rising solo ‘Stacker’, or a family ‘Nester’ preparing for a busy day of sightseeing, we’ve got you covered.”

As part of this campaign, Hampton by Hilton polled 1,500 Brits to research their breakfast buffet behaviours, uncovering the following:

The Nation’s Favourite Breakfast

When it comes to the ideal breakfast plate Brits stick to tradition with the perfect combination voted as a full English breakfast, followed by a piece of fruit. When it comes to the perfect breakfast drink, a hot cup of coffee (30%) takes the top spot over the much-loved cup of tea (25%).

However, those who are newer to the breakfast buffet experience, known as Builders (22%), prefer to ‘construct’ their plate from a range of different ingredients in line with how they’re feeling rather than being restricted by set menus – including mixing sweet and savoury on one plate (47%). 

The Average Time and Visits

With the average guest visiting the breakfast counters at least twice, almost a quarter (23%) of the nation revealed they were concerned about being ‘judged’ by fellow guests for making multiple visits, while just under half (46%) said they return with pride as that’s the purpose of a buffet.

Overall, on average, the ideal time spent at the breakfast buffet was said to be a quick 38 minutes, while a fifth (22%) take a much more leisurely approach, spending up to an hour enjoying what the buffet has to offer.

Brits Get Adventurous at The Breakfast Buffet

Brits feel inspired at the breakfast buffet as seven in 10 shared they are more likely to try new things when eating at a hotel breakfast buffet (70%). In fact, those that visit the buffet more than once say it’s because they’re inspired to try everything (45%) and want to experiment with foods they haven’t eaten before (32%).

Saving Something for Later

It seems the nation can’t get enough of breakfast, as nearly a third (30%) sneak a snack for when hunger strikes later, otherwise known as Smugglers. The top item to take was a piece of fruit (64%), followed by a sweet pastry (49%), while over a fifth (21%) dared to swipe a bacon roll.

The Art of Plating Up

man holding stack of pancakes

Balancing everything on one plate is key for 20% of Brits who consider themselves as Stackers.

Additionally, over a third (38%) agree it is essential to keep different food types separated, and on average take two plates or more, turning the breakfast buffet into a multi-course dining experience (46%). Those with a parental desire to feed their loved ones (19%) are considered to be Nesters, who scour the buffet counters for all of the family to enjoy.

However, the majority of breakfast buffet eating Brits (45%) take a targeted approach, where they exhibit detective-like behaviour during their buffet visits, closely inspecting items before selecting their favourite dishes – known as Investigators.  

Hampton by Hilton’s free hot breakfast is included with every stay and is available at all 41 UK hotels, including the recently opened Hampton by Hilton Bath City. Other top leisure destinations include Hampton by Hilton Torquay, Hampton by Hilton London Waterloo, 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.

About the Research

Consumer research was conducted by One Poll with 1,500 UK adults. The survey took place between 24th to 29th June 2022, on behalf of Hilton.

Media Contact

Tin Man Comms PRHiltonhilton@tinmancomms.com

About Hilton

Hilton (NYSE: HLT) is a leading global hospitality company with a portfolio of 18 world-class brands comprising more than 7,000 properties and more than 1.1 million rooms, in 123 countries and territories. Dedicated to fulfilling its founding vision to fill the earth with the light and warmth of hospitality, Hilton has welcomed more than 3 billion guests in its more than 100-year history, earned a top spot on Fortune's 100 Best Companies to Work For list and been recognized as a global leader on the Dow Jones Sustainability Indices for five consecutive years. Hilton has introduced several industry-leading technology enhancements to improve the guest experience, including Digital Key Share, automated complimentary room upgrades and the ability to book confirmed connecting rooms. Through the award-winning guest loyalty program Hilton Honors, the nearly 146 million members who book directly with Hilton can earn Points for hotel stays and experiences money can't buy. With the free Hilton Honors app, guests can book their stay, select their room, check in, unlock their door with a Digital Key and check out, all from their smartphone. Visit stories.hilton.com for more information, and connect with Hilton on  Facebook, Twitter, LinkedIn, Instagram and YouTube.


About Hampton by Hilton

As the No. 1 ranked lodging franchise for the last 13 years by Entrepreneur®, Hampton by Hilton — including Hampton Inn by Hilton and Hampton Inn & Suites by Hilton — serves quality-driven and value-conscious travelers at more than 2,800 properties in 35 countries and territories around the globe. The brand continues to lead its segment by providing guests with high quality, thoughtfully designed accommodations and amenities, such as modern and spacious rooms, complimentary Wi-Fi and free hot breakfast. Hampton by Hilton is committed to delivering an exceptionally friendly and authentic service all backed by the 100% Hampton GuaranteeTM. Experience a positive stay at Hampton by Hilton by booking at hampton.com or through the industry-leading Hilton Honors app.  Hilton Honors members who book directly through preferred Hilton channels have access to instant benefits. Learn more about Hampton by Hilton at stories.hilton.com/hampton, and follow the brand on Facebook, Instagram and Twitter.