Influencers, rejoice: Thanks to The Breakfast Club, you no longer have to choose between eating a hearty breakfast and cranking out a TikTok (not that you ever did — remember last year’s pancake cereal?).
The 7,000-square-foot “interactive dining destination” at 1600 Vine in Hollywood is “designed to be a supportive and welcoming environment to nurture and encourage participation in the creator economy,” according to a press release from the restaurant. In other words, it’s one big backdrop for viral videos and drool-worthy posts.
“At The Breakfast Club our focus is on the art of hospitality, breakfast nostalgia, and inviting the ever-growing digital creator community to find a home at our establishment,” Robbie Earl, co-founder of The Breakfast Club, said in a statement. “Our goal was to construct a restaurant fit to be the center of digital culture, to inspire creativity while serving great food and drinks.”
Earl created The Breakfast Club alongside his father, hospitality mogul and Planet Hollywood founder Robert Earl. Through their company Virtual Dining Concepts, the two work with A-list celebrities and social media influencers alike to launch branded virtual restaurant concepts that operate from a single “ghost kitchen,” such as Mariah Carey‘s Mariah’s Cookies and YouTuber MrBeast‘s MrBeast Burger.
In contrast to Virtual Dining Concepts, The Breakfast Club is meant to be experienced in real life, then shared online. It features breakfast-themed art installations just waiting to be photographed, like walls of donuts and cereal boxes, as well as giant bird cages and a “panda bear tunnel” with the likes of its mascot. Other photogenic elements are also functional, like the cereal and ice cream bar.
As for food, The Breakfast Club is serving an all-day breakfast menu along with lunch and dinner entrees, with breakfast sandwiches, shrimp and grits, pancakes, grilled salmon and more including vegan options. The Breakfast Club also has a menu section for group gatherings, serving a bagel tower, Tomahawk steak and eggs and family-sized chicken-and-waffles platter. Diners can order coffee, cocktails, wine and beer as well.
The Breakfast Club is in the midst of a tiered grand opening, which from its Instagram page includes bringing in plenty of social media influencers to create content and spread the word. It’s open from 8 A.M. to 8 P.M. daily and offers both indoor and outdoor dining as well as delivery.
