Should Melbourne switch its CBD moniker from Central Business District to Central Brunch District? Based on the morning offerings in postcode 3000 right now, it’s not a bad idea.
“It’s no secret that the city is different post-COVID,” says Jackie Middleton, owner of Lady. Her glamorous Collins Place cafe, hitherto trading Monday to Friday only, has launched Saturday brunch in response to the city’s changing rhythms and the return of weekend foot traffic.
“Saturday foot traffic is much higher than it was pre-COVID,” says Middleton. “Local residents have been absolutely badgering us to do Saturdays, and retail businesses around us are keen, too. As it gets to Friday we’re noticing that it’s more of a leisure market: more French toast and hotcakes than Tuesday’s granola and eggs.”
Middleton, who was in Los Angeles earlier this month, says Melbourne’s weekday cafe scene is much more polished than LA’s. “Yet weekend brunch in the US is a huge business of social catch-ups over eggs and many mimosas. Restaurants seem to rule the brunch roost over their cafe counterparts, which are much simpler than here.”
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