Best Western Unveils Britain’s New Breakfast Habits And Launches ‘Year of the Free Breakfast’ Campaign

A recent study by Best Western has revealed that breakfast habits in the UK are evolving, with traditional practices being replaced by a more relaxed, digital-first approach. According to the research, almost a third (30%) of Brits now use their mobile phones while having breakfast, a growing trend that highlights the shift in dining culture.

Breakfast, once a time for family bonding and table manners, is now becoming a more personal and flexible experience. Best Western’s study uncovered that nearly 30% of Brits engage with their phones during the first meal of the day. Whether it’s scrolling through social media, taking photos of breakfast spreads, or responding to messages, mobile devices have become an integral part of the breakfast ritual.

But that’s not the only change. A surprising 27% of people confess that they no longer care about traditional table manners, such as eating without slurping or refraining from dipping a soldier in someone else’s egg. These once taboo practices have become more common in households across the nation.

Despite these shifts, some traditional preferences still dominate. Tea remains the most popular breakfast drink (36%), followed closely by coffee (22%). However, energy drinks (15%) are now overtaking juice (14%) in popularity, especially among younger generations who favour trendy drinks like PRIME, which have also taken over social media feeds.

Unconventional routines: Breakfast gets casual

Along with digital habits, Brits are embracing a laid-back approach to their morning routines. One of the most popular new trends is going barefoot while having breakfast, with 39% of respondents admitting they ditch their slippers to enjoy their meal. Similarly, 13% of people are embracing the pyjama-core trend, opting to wear what they slept in while sitting down for breakfast.

It seems that table manners are now less of a priority. A quarter of the population (25%) openly admit to slurping their tea or coffee, a behaviour once considered rude at the breakfast table. Seven percent (7%) of Brits even dare to dip their soldier in someone else’s egg, an act once seen as a clear breach of breakfast etiquette.

Hotel manager Gennaro Festivo, who has served countless breakfasts throughout his career, observes the shift firsthand. He says: “Breakfast isn’t just the first meal of the day anymore – it’s a chance to slow down and savour the moment. Whether it’s catching up with friends and family, taking a quiet pause before the day begins, or simply indulging in your favourite dish, the breakfast table means something different to everyone.”

For many, breakfast is now about flexibility. It’s no longer limited to the traditional Full English breakfast but includes trendy dishes like overnight oats (26%) and avocado on toast (13%), which have gained significant traction, especially thanks to platforms like TikTok.

Best Western’s free breakfast offer

Best Western’s ‘Year of the Free Breakfast’ campaign offers guests an opportunity to enjoy a complimentary breakfast with every Rewards booking throughout 2025. As part of the campaign, the hotel chain is introducing flexible dining experiences that cater to different breakfast styles, whether it’s a classic Full English or an Instagram-worthy avocado on toast.

Tim Rumney, CEO at BWH Hotels GB, comments: “Breakfast is no longer just about the food – it’s about the experience. Whether you want to enjoy a quiet moment or share it with friends and family, we’ve designed our Free Breakfast offering to support how people want to dine today. We want our guests to relax, take their time, and make the most of breakfast while travelling – leave the usual (or unusual) habits at home and just enjoy the moment. Though we won’t judge if you sneak in a quick photo!”

Best Western provides a variety of breakfast experiences, from photogenic breakfasts at Dover Marina Hotel to serene settings at Gleddoch Hotel & Spa, where guests can disconnect from their devices and enjoy a peaceful start to their day.

Best Western hotels and their commitment to exceptional breakfasts

Best Western has been catering to the diverse needs of breakfast enthusiasts across the UK with its unique ‘Free Breakfast’ rate. This offering is available at a variety of locations, with rates starting from £89 for two people. Whether you’re looking for a hearty breakfast with endless bacon or a light snack while on the go, Best Western provides the perfect setting for every breakfast preference.

Rates for Best Western’s Hotels Offering ‘Free Breakfast’:

Dover Marina – Free breakfast rate from £89.10 for a standard double
The Roker Hotel – Free breakfast rate from £92.70 for a standard double
Gleddoch Hotel – Free breakfast rate from £107.10 for a standard double
Hotel De Havelet – Free breakfast rate from £137.70 for a standard double
Dockside Hotel – Free breakfast rate from £107.10 for a standard double

About BWH Hotels

BWH Hotels GB is a part of the global BWH Hotels group, a leading hospitality organisation with over 4,000 properties in more than 100 countries. The group is committed to championing independent hotels and offering guests unique experiences tailored to individual preferences.

In Great Britain, BWH Hotels represents more than 200 hotels across 12 distinct brands, including Best Western® and WorldHotels™. Each property offers a unique character, whether it’s a city-centre hotel or a countryside escape, ensuring every guest has an unforgettable experience. 2025 marks an exciting milestone with the launch of the ‘Year of the Free Breakfast’, offering guests a complimentary breakfast on stays booked under the ‘Free Breakfast’ rate.