Consumers looking for their morning caffeine rush are most likely to do so at 8.25am, meaning hoteliers should be gearing up to attract this crowd at this time in order to boost breakfast trade.
This is according to Worldpay’s analysis of transaction data in cities across the UK, which found card transactions in cafes and coffee shops hit their peak just before half past 8 every morning.
Southampton gets the prize for the country’s early bird city, with its ‘breakfast rush’ spiking at just 7.25am – before many commuters in the South have even got onto their morning train.
Londoners favour a later latte – breakfast spending hits its peak at exactly 8.47am as office workers finally get off their trains and tubes to make their 9 0’clock start.
Southerners were the thriftiest when it comes to breakfast. Consumers in Southampton spent the lowest amount in the UK at just £3.66 whilst Londoners came in just above this at £4.09 on average per person.
Newcastle topped the list of big spenders, forking out more than two pounds extra on their morning feast. Luxury croissants and fry ups helped fuel the extra spend, bringing the average breakfast cost to £6.48.
Glasgow’s residents were almost as generous, spending £5.92 on average for their morning wake-up treats. Manchester came third with an average spend of £5.32.
Dave Hobday, managing director, Worldpay UK, said: “Savvy business owners understand commuters want speed and convenience at the till, and are using technologies like contactless to make the payments process quick and painless. Queues out of the door aren’t a sign of success – they’re a warning that something’s gone very wrong. Fail to react and commuters will vote with their feet.”