Redefining Breakfast.

Issue
Although widely used, Premier Inn’s breakfast offer was primarily seen through a functional lens – a convenient add-on to the core product rather than a meaningful part of the brand experience. A market saturated with messages about quantity and price lacked emotional connection, brand distinction, and the relevance that builds loyalty.

Insight
Breakfast isn’t just a meal – it’s a ritual. These small, comforting moments help people feel grounded, cared for and ready to face the day. Whether it’s a quick solo bite or a lingering family table, these everyday rituals are quietly powerful. And when they’re absent, they’re missed. Guests want more than just fuel – they want to feel set up, seen and satisfied.

Idea
Reimagine Premier Inn breakfast as the start of a ‘Happy Morning’. Position breakfast as a natural extension of the brand’s promise of “comfort we can all count on”, offering guests the comfort of home with the joy of eating out. By celebrating choice, warmth, and expertise, we created a food experience that resonates with all types of guests. It's a ritual that’s inclusive, optimistic, and full of feel-good value – a moment to slow down, connect, and start the day right.

Impact
This repositioning elevated breakfast from a transactional add-on to a cornerstone of the Premier Inn experience – emotionally resonant, brand-authentic and commercially powerful. By embedding the brand’s pillars – Democratic, Meticulous and Passionate – into every touchpoint, the proposition brought internal focus and external distinctiveness. It aligned teams around a shared purpose, strengthened perceptions of quality and value, and extended Premier Inn’s role from offering “a great night’s sleep” to owning the whole guest journey, from night to morning. As a result, it laid the foundation for stronger guest satisfaction, increased breakfast uptake, and a brand experience that felt both elevated and familiar, comfort you can count on now at sunrise, too.