Alpro Reimagines Edward Hopper’s Nighthawks with ‘Early Birds Diner’ Breakfast Experience
Alpro, the UK’s number one plant-based beverages brand, is adding an artistic twist to London’s breakfast scene with the launch of the Early Birds Diner.
Inspired by Edward Hopper’s Nighthawks, renowned for its famous nighttime diner scene, the painting has been turned on its head by Alpro for this delicious breakfast occasion and renamed ‘Early Birds’. Located in the heart of east London’s street–art scene nestled next to the famous Brick Lane, this art installation and experience invites guests to step into Edward Hopper’s famous painting and enjoy a delicious breakfast like no other.
In collaboration with chef and content creator Joseph Denison Carey, Alpro has crafted an exclusive menu that celebrates breakfast culture and highlights their dedication to making every morning delicious. Each of the dishes on the menu features a variety of Alpro products such as the vanilla pancakes, which include Alpro Vanilla, ensuring a flavourful and delicious plant-based start to the day.
Joseph Denison Carey, chef and content creator, said “It’s pretty cool to be part of something so unique – this immersive art and dining experience is like no other and bringing it to Londoners is a privilege. I can’t wait to share my exclusive menu curated for Alpro’s Early Birds Diner, which will only be available at this event! All that and you get to eat inside a famous painting. I can’t wait for London to experience this!”
With 74% of Gen Z saying they are likely to choose restaurants that offer immersive experiences (Deloitte survey 2024*), the Early Birds Diner taps into mid-twentieth century American nostalgia, transforming the 1940s nighttime diner scene into an authentic breakfast setting. Guests will be transported into the heart of the scene, with key elements such as the wooden bar and stools extending into the space, making guests feel as if they’ve stepped into the painting. An additional reimagining of what else could have been in the 1940s scene has been added by Alpro including a milk float.
If breakfast reservations are sold out, Alpro’s Early Birds Diner will also be serving free coffee all day on a walk-in basis, so no-one misses out! The coffee will be provided by B-Corp coffee brand, True Start, and served with your favourite Alpro Barista Serve.
Zoe Gardner, Head of Marketing, Alpro at Danone said “Breakfast is an opportunity to start the day with something delicious – but it’s often the most overlooked meal. The Early Birds Diner will aim to elevate the breakfast experience with this new immersive event. By being transported to Edward Hopper’s Nighthawks, we can experience the delicious Alpro range like never before and appreciate our breakfast in an incredibly unique setting”
The Early Birds Diner also comes after the success of the Nighthawks-inspired murals that launched across European cities in 2024 and the Alpro Early Birds Diner which launched in Dublin in February.
The Early Birds Diner will be open to the public from 28th to 30th March from 8.30am – 4.30pm at 19 Hanbury Street at the Truman Brewery in east London where guests can book an hour slot to receive their free breakfast via Eventbrite HERE on a first come, first served basis – with free Alpro coffee supplied for those who don’t manage to get a breakfast slot.
