It’s brunchtime in America

Published June 20, 2025 5:12am ET



“Brunch” can mean many things. It can mean a greasy family meal in a Hoboken diner where the kids get to choose either a fried egg or a PB&J sandwich. When two other families come over after church for hot cinnamon buns, while coffee flows profligately and the kids pound orange juice, that’s also brunch.

But increasingly, “brunch” is taking on a specific meaning, with specific class and demographic connotations: Brunch is now a long, languid, often luxurious and typically boozy meal among young adults on Saturday or Sunday morning; the price tag is high, the mimosas are bottomless, and the brunchers are childless. It’s also a bit gay.

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