The Ivy is courting the Instagram generation as part of its modernisation drive with plans to offer breakfast for the first time in its 99-year history.
The iconic London restaurant will offer weekday breakfast from 10 May, featuring a menu created by executive chef Gary Lee.
The move follows the Ivy's major refurbishment and modernisation last year, which saw the restaurant close for five months.
A spokeswoman for the Ivy told The Caterer that the restaurant was keen to attract a younger clientele, claiming that breakfast dishes were "the most Instagrammed social media meal of the day".
She added that the Ivy was also targeting its regular clientele, some of whom had already asked for a breakfast service, as well as people working in the area, business people wanting to meet over breakfast, and tourists.
Breakfast will be served in the Ivy's central dining room from 10 May from 8am to 10.30am, Monday to Friday.
Lee's breakfast menu includes a traditional full English and vegetarian breakfast. It will also devote an entire section to eggs, offering guests eggs cooked in whichever style they wish.
The menu also offers lighter options such as super seed bowls, consisting of raw superfood-packed bowls of chia, flax and oats, soaked for maximum nutritional gain and served with an option of dairy-free milks, plus a broad selection of fresh fruit. A range of homemade breads is accompanied by nut butters, crunchy gianduja spread and traditional jams as well as waffles, pancakes and French toast.
The Ivy will source its breakfast coffee beans from family-run British roaster Street&Co, which has over 30 years' experience in the industry. A bespoke Peruvian espresso and a medium roast Kenyan filter coffee will also be offered alongside the Ivy's extensive range of specialist teas from The East India tea Company. Fresh juices including a Market Greens Juice of the Day and a healthy Morning Tonic, made up of lemon, cayenne, turmeric, agave, cider vinegar and sparkling water will also be on offer.
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