An egg-cellent idea! Pizzas are UK’s next big breakfast trend

Food firm tracks soaring demand for pizza alternative to fry-up or avocado toast.

Industry news
Published: 29/03/2023

BREAKFAST pizzas are to become a fixture of restaurant menus according to one of the UK’s leading ingredient manufacturers supplying the hospitality sector.

Macphie Ltd has observed that a breakfast version of the flatbread staple is now being served as an alternative to classics such as eggs benedict, avocado toast and bacon rolls - and now features on 2.9% of restaurant menus, a number that is predicted to soar to 15% in the next four years.[1]

The £60m brand, which supplies many of the biggest names in the restaurant business has seen demand for its range of cheese sauces and sweet toppings grow significantly.

Its Aberdeenshire-based development chefs have been swift to respond, providing clients with inspiration courtesy of a range of breakfast pizza recipe suggestions, including toffee apple crumble for those with a sweet tooth and a traditional fry-up pizza featuring egg, beans and its ready-to-use Hollandaise Sauce.

Kirsty Matthews, Marketing and Insights Manager at Macphie, said: “More and more unique and wonderful pizza options are popping up on restaurant menus, pushing the boundaries of what is possible.

“The latest breakfast pizza trend has seen the concept we dreamed of as kids being brought to life, inspiring our chefs to let their imaginations run wild, creating some delicious and unique recipes to add to morning menus.”

The growing appetite for breakfast pizzas reflects surging demand for the doughy favourite throughout the sector. Pizza has never been more popular – despite the pandemic, sales have increased significantly – with the doughy dish remaining the highest-ranking craveable food item.[2]

Innovation in pizza continues to soar – vegan has proven to be the fastest-growing pizza preference by far, climbing 187% on menus in the last three years. Alternative base sauces are now coming to the forefront such as pesto, creamy alfredo, herb and almond purees, and sweet dessert pizzas are featuring more and more heavily on restaurant menus.

Macphie’s broad product range reflects this diversification in dietary preferences and requirements, offering savoury gluten free and plant-based sauce options to a rapidly expanding market - gluten free pizza is currently on 11.4% of menus, and is forecast to grow by another 27% over the next four years.[3]

Kirsty, added: “With so many niche foodie trends appearing, the opportunities are endless – think fish and chips, nachos and sour cream, vegan macaroni cheese or a Sunday roast on top of a pizza.

“Because of their outstanding adaptability, a single Macphie product can be the starting point of an extensive range of different creations. Whether customers choose our pizza toppings, burger sauces, dessert parlour staples, or biscuit mixes, Macphie is a one-stop shop for creating an exciting series of flavour combinations.

“Pizza innovation and other unique foodie trends continue to soar and we can soon expect to see these items becoming more and more of a staple on restaurant menus, just as we have seen with breakfast pizza.”

Macphie is an internationally renowned ingredients manufacturer that was established in 1928 and now employs more than 250 people across its three sites.

The firm has grown from its roots as a bakery wholesaler into an ingredients supplier with revenues of over £60m, supplying global food brands, household name businesses and the wholesale sector.

Its vision is to be the go-to partner for food brands around the world, turning ideas and creativity into practical solutions. That and its “simply clever” strapline reflects its passion in making life easier for chefs and bakers.

Sustainability has been a key element to the fourth-generation family firm. It was among Scotland’s first businesses to achieve B Corp status in 2015, having successfully evidenced an unwaveringly high standard of social and environmental performance.

To find out more about Macphie, please visit:

[1] Dataessential’s Pizza Keynote Report (2022)

[2] Dataessential’s Pizza Keynote Report (2022)

[3] Dataessential’s Pizza Keynote Report (2022)

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