# 40s-Style Breakfast Diners Alpro's Early Birds Diner Pop-Up Resembles a Famous Painting By Laura McQuarrie | Published 2025-03-24 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/early-birds-diner References: [marketing-beat](https://www.marketing-beat.co.uk/2025/03/24/alpro-london-pop-up/) & [eventbrite](https://www.eventbrite.com/e/alpro-early-birds-diner-28th-feb-2nd-march-tickets-1248489879839)  Inspired by Edward Hopper’s iconic Nighthawks painting, plant-based beverage brand Alpro created the Early Birds Diner, which will be open for a limited time in London at the end of March. On 19 Hanbury Street, the Early Birds Diner will share an exclusive breakfast menu made in collaboration with chef and content creator Joesph Dension Carey. Featuring Alpro products, the menu shares a taste of delicious morning meal options like vanilla pancakes and creamy floats. The immersive experience is made to help people feel like they're eating inside a famous painting taps into 20th-century nostalgia, and shines a spotlight on breakfast as a foundational yet often overlooked meal of the day. Alongside breakfast, the pop-up will serve free coffee all day. ## Trend Insights (Trend Hunter) - Score: 4.2/10 - Popularity: 43% | Activity: 46% | Freshness: 37% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What Makes This Trend Stand Out - **Immersive Dining Experiences:** Restaurants are creating environments that immerse patrons in art-inspired settings, transforming dining into a multi-sensory experience. - **Nostalgia-inspired Branding:** Brands are leveraging 20th-century nostalgia to create emotional connections with consumers, offering comfort and familiarity through retro-themed concepts. - **Plant-based Breakfast Innovations:** The integration of plant-based products in traditional breakfast menus provides sustainable and health-conscious options to satisfy evolving consumer taste preferences. ### Sectors Adopting This - **Pop-up Restaurants:** Temporary dining establishments are gaining popularity, offering unique, limited-time experiences that entice curious diners seeking novelty and variety. - **Plant-based Food Producers:** Companies in the plant-based sector are expanding their reach into new meal categories, appealing to a growing demographic prioritizing health and environmental sustainability. - **Art-inspired Retail Spaces:** Retail and dining sectors are increasingly incorporating iconic art elements into their spaces, creating visually stimulating environments that attract art lovers and curious consumers alike. ## Related on Trend Hunter - [Plant-Based Breakfast Menus](https://www.trendhunter.com/trends/plantbased-breakfast.md) - [Champagne Cafe Pop-Ups](https://www.trendhunter.com/trends/breakfast-pop-up.md) - [Dressed-Up Breakfast Campaigns](https://www.trendhunter.com/trends/get-chic-for-breakfast.md) - [Plant-Based Yogurt Pop-Up Shops](https://www.trendhunter.com/trends/alpro-the-house-of-cinnamon-roll.md) - [Late-Night Chicken Shop Pop-Ups](https://www.trendhunter.com/trends/chicken-shop.md) - [Cartoon-Themed Pop-Up Eateries](https://www.trendhunter.com/trends/sonic-the-hedgehog-speed.md) - [All-Day Hashbrown Pop-Ups](https://www.trendhunter.com/trends/aldi-hash-brown-van.md) - [Painter-Inspired Afternoon Teas](https://www.trendhunter.com/trends/david-hockney-afternoon-teas.md) - [Collaborative Meatless Menus](https://www.trendhunter.com/trends/fully-meatless-menu.md)