Smashburger for Breakfast? Honest Smash + Grab Enters the Morning Market
Posted by Emma on 11th Apr 2025 Reading Time:
Honest Burgers has taken its Smashburger concept into new territory with the launch of its first breakfast menu at Smash + Grab, the fast-casual spin-off brand opened in London’s Liverpool Street.
The move marks a calculated step into the highly competitive breakfast sector, positioning the brand to rival high-street staples such as McDonald’s and Greggs. With prices starting from £3.50, the menu centres on a range of toasted buttered breakfast muffins filled with premium ingredients—bringing Honest Burgers’ trademark quality and sourcing ethos to the morning table.
The star of the menu is the Honest Breakfast Muffin, priced at £6.95, which boasts a Blackwell & Co sausage patty, Denhay dry-cured smoked bacon, a free-range over-easy fried egg, melted cheese and crispy shoestring fries—all served in a soft muffin. Add-ons include halloumi, smashed avocado and extra bacon, catering to indulgent and more mindful eaters.
Complementing the food offering, Honest has partnered with Craft House Coffee, an independent speciality roaster, to provide artisan coffee starting at £2.95. A full breakfast experience—muffin, coffee, and crispy hash brown tater tots—will come in at £9.95, squarely aimed at commuters seeking quality without compromising speed.
Smash + Grab opened in December 2024 and is part of Honest Burgers’ foray into the Quick Service Restaurant (QSR) space. The concept was backed by a successful £2.7 million crowdfunding campaign in 2023 and promises to offer “burgers that beat the big guys,” cooked in under two minutes.
Since its founding in Brighton in 2009 by friends Tom Barton and Philip Eeles, Honest Burgers has grown to nearly 40 locations and opened its own butchery in 2017, signalling a long-term commitment to quality and control. The Smash + Grab sub-brand continues this ethos, offering a tightly curated menu of seven burgers—including smash beef, chicken, and plant-based options—alongside rosemary fries, loaded chips, tenders, milkshakes, and drinks.
With the addition of breakfast, Honest Burgers is extending its reach beyond lunch and dinner, tapping into the lucrative early hours with a distinctive offer designed to appeal to time-poor yet quality-conscious urban customers.
Whether the brand can capture the same cult following in the breakfast space as it has in the burger world remains to be seen—but one thing is certain: Honest is no longer just for lunch.