The Breakfast Club

The Breakfast Club

Company information

Breakfast of champions

The Breakfast Club has come a long way since its humble beginnings with a small caf (a word it prefers to café) on D’Arblay Street in Soho, central London, back in 2005. It now has cafs in 14 locations in the UK capital and beyond, with another set to open in Oxford in October later this year. All this growth has come despite an often difficult economic environment.

“I’m a huge believer in people, culture and purpose. In this industry, you are only as good as the people who stand in front of your customers” - Jonathan Arana-Morton, Founder, The Breakfast Club

“We’ve been going for 11 years and, to be honest, I can’t really remember a time when economic conditions haven’t been tough,” says Founder Jonathan Arana-Morton. “The recession of 2008 to 2010 and its aftermath weren’t exactly easy. I’m very proud of the fact that we have grown through such tough times. How you grow through challenging economic conditions is how you grow through any conditions – you just get on with doing what you do and do it well. Get that right, and you should always be fine.”

Standing out from the crowd in the catering market isn’t always easy. The Breakfast Club manages to do it by ensuring that each of its cafs is very different from any other, by focusing on the local community and paying a lot of attention to the quality of its staff.

“I’ve always been a huge believer in people, culture and purpose,” says Jonathan. “The work we have been doing from a community perspective in the last few years has been exceptional, even if I say so myself! We recently won an award for our volunteering programme that I’m hugely proud of. Our commitment to the programme has helped us attract some wonderful people to The Breakfast Club, which is great, because in this industry, you are only as good as the people who stand in front of your customers.”

  • 14 - The number of cafs that The Breakfast Club runs, after starting with just one in 2005

Jonathan knows the business needs to keep adapting and improving, given how rapidly the industry is developing. “We are in the middle of unprecedented innovation in our industry,” he notes. “There are some incredible concepts out there. It’s a hugely exciting, challenging and unpredictable market – that’s why I love what we do.”