J D Wetherspoon has reported that its decision to open at 7am for breakfast has resulted in the pub group becoming one of the UK's biggest coffee chains.
In what can be seen as further evidence of the changing function of the pub to consumers, the company reported that since it extended its breakfast hours in April it has served over 400,000 breakfasts and 600,000 coffees each week.
Year on year coffee and breakfast sales have increased by 40 per cent, with over 30 per cent of that occurring since the April launch.
However, even though customers have reacted positively, the company revealed in its preliminary results that it is not yet making significant profits on the breakfasts.
A spokesman for the company revealed that increased staff costs meant it was currently just about breaking even on the venture. Total sales rose just over 4 per cent for the full year to July.
"The fact that the majority of our pubs are located in high streets and town centres means they are a magnet for people wanting to enjoy breakfast and hot drinks from 7am onwards," the spokesman said.
"Wetherspoon has shown that there is a market for breakfasts in the UK and also for people to enjoy coffee in the pub, without the need just to go to one of the major coffee chains.
"We have improved our breakfast choice in recent months and will continue to add new items to the menu."