For breakfast, people mostly look for convenient, relaxing, and affordable places, and breakfast joints can offer low-cost variety, and some premium breakfasts from other countries. This type of joints is catering to the people who can’t or don’t want to cook early morning, rather they prefer eating at restaurants. The Indian restaurant industry is highly fragmented with more than 1.5 million eating outlets, out of which, the organized segment aggregates about only 27% of the entire market. The organized restaurant’s sector lacks in breakfast joints but can introduce some great opportunities in the market. Since India is experiencing a huge demand for healthy breakfast menus, such breakfast joints should cater to this potential and profitable business opportunity.