Bottomless Brunch: The Ultimate Guide

What is Bottomless Brunch? 

Bottomless brunch is a dining experience typically offered at restaurants, cafes, or bars, where customers can enjoy unlimited refills of alcoholic beverages, usually cocktails like mimosas or Bloody Marys, for a set period, often two hours. It combines the concept of brunch, a late-morning meal typically served on weekends, with the opportunity to indulge in unlimited drinks within a fixed timeframe. The term "bottomless" refers to the idea that there is no limit to the number of drinks one can consume during the allotted time, though establishments often have guidelines or restrictions in place to ensure responsible consumption.

Why is bottomless brunch an opportunity for restaurants?

Offering bottomless brunch is a chance to showcase aspects of your menu, both food and drink. Brunch is typically seen as an opportunity for a more laid-back vibe in the dining room because the atmosphere is less formal. People come in and have a good time, whether it’s celebrating a special occasion or catching up with friends to talk about the week that was.

It encourages guests to stay longer, potentially ordering more beyond the fixed menu. Furthermore, by filling tables during traditional off-peak hours, restaurants can maximise their revenue. Additionally, the buzz around bottomless brunches – often shared on social media – serves as effective free marketing, enticing new customers and creating a vibrant, attractive atmosphere.

How did Bottomless Brunch Begin?

While bottomless brunch was starting to gain popularity pre-2020, it wasn’t until the Covid-19 pandemic that it really exploded in the UK. Unsurprisingly, all those months spent staring at our living-room walls left people gagging for a good night (or day) out. ‘Post-Covid restrictions, it was like turning on a tap, Ben Hibbard, marketing director at Turtle Bay states. ‘People were initially a bit nervous about going out later at night, so they turned to the daytime.’ On top of that, with nightclubs still closed, the rule of six and the ban on bar service meant brunch became the perfect way for people to get the drinks in.

‘Because people were on furlough or not necessarily working, they could go out in the daytime. You didn’t have to wait for Friday night to have a good time.’ Hibbard recalls. And, after people got a taste for it, bottomless brunch just stuck. ‘Saturday nights have turned into Saturday days. It’s how people choose to go out now.’

Bottomless Brunch Scotland – Is it Illegal? 

In Scotland, bottomless brunch is technically illegal. While venues are allowed to promote ‘boozy brunch’, Scottish alcohol laws prohibit advertising ‘unlimited’ intoxicants and venues must stick to a strict, typically four-drink maximum. 

That’s why it’s not unusual for Scots who are thirsty for a couple of hours of boundless boozing to travel across the border to cities like Newcastle. This is due to legislation from 2010 which amended the Licensing (Scotland) Act 2005, the main piece of legislation which governs the sale of alcohol in Scotland. These changes prohibited “irresponsible drinks promotions”.

As a result, a new mandatory condition, was applied to all Scottish licences. A drinks promotion can be considered ‘irresponsible’ for many reasons. Examples include:

• Promotions involving alcoholic drinks which are likely to appeal to under 18s.
• Giving away alcoholic drinks or measures for free/at a reduced price on the purchase of one or more drinks (alcoholic or not) or measures
• Providing unlimited amounts of alcohol for a set price, including any charge for entry to the premises

Why is Bottomless Brunch so popular?

Lots of people are feeling the pinch now. With the price of a pint rising to an eye-watering £8 in some places, it’s no wonder that punters want to get their money’s worth while knowing exactly what a day of drinking is going to cost them. As Cory says: ‘It's good value for money because you can get unlimited drinks within your time slot.’

‘To make it value for money you’ve got to drink,’ says Phil Inzani, owner of Polo Bar, a 24-hour diner in east London that also does bottomless brunch. Inzani has been running the family-owned Polo for 15 years, adding boozy brunch to the menu during the Covid pandemic. ‘There are no surprises, and with all the rising costs today people are more careful with spending.’

Conclusion 

In summary, bottomless brunch has become a beloved weekend ritual, offering a blend of unlimited drinks and social relaxation. It boomed during the pandemic as a welcome escape, and for restaurants, it's a prime revenue booster. While legal restrictions exist, its appeal endures thanks to its transparent pricing and value for money. So, for those seeking a leisurely weekend experience, bottomless brunch remains a top choice for indulgence and connection.