Behind the Menu: Brunch trend on the rise on the Grand Strand
MYRTLE BEACH, S.C. (WBTW) — Restaurants are seeing a significant rise in brunch enthusiasts, and are rolling with the trend.
Brunch has become the queen bee of the hospitality industry; local business owners know how “hot” it has become and know what emerging trends to serve sunny-side up.
“Brunch I think, honestly is the best of both worlds,” said Adam Thornton, co-owner of Toasted Yolk, which opened last month.
Brunch is becoming all the craze. You can have your choice of breakfast, lunch, or even a cocktail, in the middle of the day.
“Obviously, the trend with restaurants right now is to go to something more modern, more Instagram-able where you can take nice photos and everyone falls in love with a nice plate and nice presentation,” said Carlos Ramirez, general manager of Drift in Myrtle Beach. “People eat with their phones before they even try the food.”
The popular brunch location has been open for three years and has made quite a name for itself. It’s a place where people are accustomed to pulling out their phones and snapping a photo.
“We care about the detail in the plates,” Ramierz said. “We care about the quality of the food.”
While Toasted Yolk is new to the Grand Strand, the owners are well aware of the brunch trend.
“This particular brand stuck out for the menu offerings, the portion sizes and the homemade aspect of all the ingredients,” Thornton said.
Texas-based Toasted Yolk franchise based out of Texas occupies the old Sam Snead location off Highway 501 in the Carolina Forest area.
“What I noticed so far is the first time people walk in they are just astonished by how green it is now, and how bright it is, co-owner Alex Ibaneseu said. “Sam Snead’s used to cater to a different time of the day.”
A different time of day and also a different type of crowd. During their first month, the business owners said they noticed the busiest hours are between 11 a.m. and 2 p.m. Now, they are looking to extend hours for an early happy hour and a “toasted after dark” program for people to rent out the space.
Something all brunch restaurants know— it’s an enhanced breakfast and lunch experience people desire.
“We try to elevate it and serve quality products with a great presentation and I think that’s been the success the quality and the affordability that we put into our products that brings people back,” Ramirez said.
Weekends are a busy time for these businesses, but so are holidays. Both Drift and Toasted Yolk said they are preparing for big crowds and a boost in sales that flow in for Easter brunch.
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Adriana Cotero is News13’s weekend evening anchor and a morning reporter. She joined the team in July 2023 after working in the island of Guam. Adriana is from Saline, Michigan, and graduated from Central Michigan University. Follow Adriana on Facebook, X, formerly Twitter, and Instagram and read more of her work here.
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