Waitrose has added a new brunch menu in 44 of its cafés as it looks to meet growing customer demand for an “all day brunch” experience. Eight new items are added to the menu, including brioche custard French toast, Welsh rarebit with ham hock on toast, eggs royale with Scottish oak smoked salmon, eggs benedict, eggs Florentine and avocado on toast. The dishes are customisable with “add-on options” and will be available from 11am to 3pm throughout the week and all day on Sunday.

The move comes as Waitrose saw a 17% year-on-year increase in its café sales.