It's official, Morrisons Café dishes up the nation's best breakfast after coming top in the MIDAS (Menu Innovation and Menu) Awards 2015, beating off major hotel, pub, coffee shop and other supermarket groups.
The industry-wide MIDAS Awards have been running since 2009, with previous winners including the Marriott and InterContinental hotel groups, whose brands include Crowne Plaza and Holiday Inn.
Organisers send a team of ‘mystery shoppers’ to try the breakfast menu at all competing venues - from croissants and bacon rolls to the Full English - and score each menu in terms of value for money, food quality and customer expectation levels.
Morrisons winning breakfast menu features a variety of options from Porridge with fresh berries for £1.75 to a Big Breakfast for £4.50, and is served daily until 4pm.
Richard Jones, M Kitchen Head Development Chef, said: “The Great British breakfast is a national institution, so to be voted the nation’s best is an honour."
Morrisons has 400 cafes and sells 100,000 Big Breakfasts weekly.
- Try this delicious Irish Breakfast shake recipe here. Or tuck into these Bacon and Parsley Hotcakes here.