Italians love having breakfast at the bar. According to Fipe (Italian Federation of Public Businesses), 91% of Italians declare they cannot do without breakfast. During the pandemic, many adopted new habits, dedicating more time to their morning meal. While breakfast is often consumed at home, bars remain essential. TradeLab reports that approximately 30 million Italians between 16 and 70 visit bars for breakfast monthly, generating a turnover of 7.5 billion euros. Though croissants and cappuccino are still the most popular, the variety has expanded significantly, especially in big cities. Options now include various croissants, pancakes, yoghurt, Bari focaccia, porridge, toast, eggs, and bread with butter and jam. Additionally, "healthy" choices, vegan options, and international breakfasts are available, such as an authentic Japanese breakfast in Milan for €12 (limited to four servings at a time).
The rise of breakfast-dedicated venues is a notable trend. This includes the proliferation of specialty breakfast spots, pastry shops, bakeries offering delivery, and even full-scale restaurants that open early in the morning. These establishments provide rich and varied menus, often featuring refined and attractive designs. Attention to detail, from furnishings to lighting, creates an inviting atmosphere, making breakfast an experience akin to a gastronomic dinner. Examples include Coromandel, which calls itself a "breakfast restaurant," along with Gastromario and the always-busy Barnum in Rome (which always has a queue outside); and Pavè and June Collective in Milan. Additionally, hotel breakfasts, which are increasingly open to non-guests, remain among the most spectacular.
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