What’s for dinner? Breakfast. Heinz x Greggs host free ‘Brinner’ Party in London

Who says breakfast ends at 11am? In news set to delight breakfast lovers across London, Heinz and Greggs are giving them exactly what they want, bringing Greggs’ much-loved breakfast menu back for dinner time, with bacon, sausage, and omelette breakfast rolls available from 4–7pm, served with a squeeze of Heinz Tomato Ketchup or HP Sauce.

To celebrate the collab, Greggs and Heinz are throwing a free Brinner Party, transforming a Central London Greggs into the ultimate breakfast-for-dinner destination, complete with iconic breakfast favourites… at a much more desirable time.

Central London Pop-Up and the Demand for Evening Breakfast

From 5pm on Wednesday 14th October and Thursday 15th October, the Central London Greggs at 49 Cheapside, EC2V 6AT will be transformed into a first-of-its-kind free Brinner Party, complete with a giant bed. Tickets are free and will be available from 9am Friday 9th October.

The move comes as the majority of Londoners (64%) admit they enjoy eating breakfast at dinner time, and it seems we're pretty serious about our morning favourites, with breakfast ranked more important than dinner (49% vs 29%). So why should we only enjoy it before 11am? Respondents say breakfast-for-dinner is tasty (39%), convenient (37%), comforting (35%) and quick to prepare (30%), making it a compelling alternative to the usual evening meal.

The Red vs Brown Sauce Debate and Industry Reactions

When it comes to what makes the perfect breakfast, the red or brown sauce debate still rages on, particularly when it comes to bacon rolls. More than half (55%) say Heinz Tomato Ketchup belongs on a bacon roll, compared to two in five (45%) who say HP Sauce.

It seems the nation has been trying to make Brinner happen for some time. When asked how often customers try to order breakfast after 11am, 93% of Greggs colleagues said it’s a common occurrence during the week, happening even more regularly at weekends. One team member even recalled a customer attempting to order breakfast as late as 7pm, only to be told they were too late.

Tom Franklin, UK&I Away From Home Director at Heinz UK, said: “The people of London love breakfast foods and, for most of us, Heinz is a key part of that meal. With mornings becoming increasingly rushed, we’re over the moon to be working with Greggs to bring their iconic breakfast menu back in time for dinner. Because frankly, if you fancy a bacon roll with a dollop of Heinz Tomato Ketchup at 6pm, why shouldn’t you have one?”

Zoe Harris, Customer Director at Greggs, said: “We’ve lost count of the number of customers who have tried their luck ordering breakfast after 11am, so when Heinz came to us with the idea of making Brinner a reality, it felt like the perfect excuse to give the people what they want. And let’s be honest, a Greggs Bacon Roll just wouldn’t be the same without a squeeze of Heinz Tomato Ketchup.”

Tickets are free and will be available from 9am Friday 9th October via DesignMyNight. Spaces are limited and available on a first-come, first-served basis.