New Survey Shows Americans Love Breakfast So Much, They Eat It for Dinner
There’s something magical about breakfast, isn’t there? Whether it’s the sizzle of bacon, the warm embrace of pancakes, or that first bite of a buttery toast slice, breakfast has a unique way of making us feel right at home. But what if we told you that Americans are so in love with breakfast, they’re not limiting it to just the morning? A recent survey commissioned by Challenge Butter just in time for National Breakfast Month reveals a surprising trend—Americans are embracing breakfast as an all-day affair, even indulging in it for dinner!

Yep, you read that right. According to the survey of 1,000 people, breakfast has become more than just the most important meal of the day; it’s now the most beloved, regardless of the hour. Morning, noon, or night—if there are eggs, waffles, or pancakes on the menu, Americans are digging in!
Why Wait for Morning? Bring on the Breakfast-for-Dinner Movement
Let’s face it: after a long day of work, what sounds better than a comforting plate of breakfast? Apparently, 86% of survey respondents agree, admitting that they love a good breakfast-for-dinner moment. Maybe it’s because breakfast foods are the ultimate comfort meal. After all, who can resist fluffy pancakes or the savory goodness of scrambled eggs?
But that’s not all—more than three-quarters of those surveyed even confessed to eating the previous night’s dinner leftovers for breakfast the next morning. (Raise your hand if you’ve ever turned last night’s pasta into a breakfast omelet. We see you!)
According to Priya Kumar, VP of Marketing at Challenge Dairy, "Breakfast has always been more than just a meal—it's a moment of comfort and optimism." And we couldn’t agree more. Whether you’re indulging in a classic stack of pancakes on a lazy Sunday morning or transforming leftovers into a frittata for dinner, breakfast is all about creativity and comfort. It’s no wonder Americans are making it their go-to meal no matter the time of day.

Sweet or Savory? Why Not Both!
When it comes to weekend breakfasts, the survey shows that the majority of Americans are split between sweet and savory, with a slight edge going to pancakes and waffles, which 65% of respondents chose as their top weekend treat. But don’t worry, savory fans—64% of people still love the classic eggs and omelets combo.
And here’s a fun fact for all the butter lovers out there: only 22% of respondents slather their butter on top of their pancake stack, while 71% are all about layering butter between each fluffy pancake. (Who knew butter placement could spark such debate?) For the brave few who skip the butter altogether—8%—we’re here to say: more butter for the rest of us!
The Nutritional Boost You Didn't Know You Needed
Now, we know that breakfast is not only delicious but also packs a nutritional punch. According to Alyssa Smolen, MS RDN CDN, eating breakfast in the morning is one of the best ways to keep those hunger pangs at bay throughout the day. And with breakfast being an opportunity to get a head start on nutrients and energy, it’s a win-win!
So, whether you’re starting your day with breakfast or ending it with a breakfast-for-dinner feast, it’s clear that breakfast holds a special place in the hearts (and stomachs) of Americans. Celebrate National Breakfast Month by savoring your favorite breakfast foods at any time—morning or night!
Let’s raise a toast (with butter, of course) to the meal that never goes out of style.
As you celebrate National Breakfast Month, Challenge Butter is here to help elevate every bite of your morning (or evening) meal. A trusted favorite in kitchens across America, Challenge adds rich, creamy flavor to all your breakfast favorites. Whether it’s whipping up a velvety omelet or drizzling melted butter over fluffy pancakes, Challenge plays a key role in making each breakfast moment just a little more indulgent.
Looking to spice up your breakfast routine? Challenge invites you to discover new and delicious recipes to try this month. Head to their website for inspiration, and don’t forget to share your breakfast creations with the hashtag #ChallengeBreakfastLove on social media!
About Challenge Dairy Products
With over a century of history, Challenge Dairy Products has been a household name since 1911, known for crafting high-quality butter and dairy products. As one of the leading butter brands in the nation, Challenge offers everything from classic butter sticks to spreadable and whipped varieties. A division of California Dairies Inc., Challenge partners with over 300 family-owned dairies, prioritizing sustainability and ethical farming practices while consistently delivering top-tier dairy products.
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