Breakfast Foods Are Not Special

Breakfast foods are not a distinct culinary category—pancakes, waffles, and eggs benedict are dinner staples reimagined. The brunch cult is a $50 billion marketing invention, not a tradition, with 70% of brunch menus simply repurposing lunch items. For example, a $16 waffle at brunch costs just $9 as a dessert, proving the ritual is manufactured hype.