Step into a Masterpiece: Experience breakfast like never before with Alpro’s immersive Early Birds Diner in Dublin 

 – Alpro, Ireland’s leading plant-based beverages brand^[1], is adding an artistic twist to Dublin’s breakfast scene with the launch of ‘Early Birds Diner’

– The space on 110 Grafton Street will be transformed to bring Edward Hopper’s Nighthawks painting to life for the modern breakfast occasion and renamed suitably as Early Birds

– Guests will be able to step inside the reimagining of this iconic painting and choose from a retro American-themed breakfast menu curated by renowned Irish chef Erica Drum

– The breakfast experience will be available to the public from 27^th February to 1^st March at 110 Grafton Street from 8.30am. Reservations are available via the link HERE

February, Dublin: Alpro, Ireland’s number one plant-based beverages brand¹, is adding an artistic twist to Dublin’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 the delicious breakfast occasion and renamed Early Birds. Located in the heart of Dublin’s creative district, this art installation and experience invites guests to step into Edward Hopper’s famous painting and enjoy a breakfast like no other.

In collaboration with renowned Irish chef, Erica Drum, Alpro has crafted a retro American diner-themed 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, ensuring a flavourful and plant-based start to the day.

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 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.

Erica Drum, chef and broadcaster said “It’s not every day you get to create delicious food inside a piece of artwork. I’m so excited to be a part of this new breakfast experience which brings together my two passions – food and art! Creating this menu, which is inspired by the iconic Nighthawks painting and uses the full range of Alpro products, was such an exciting and unique experience. I can’t wait for Dublin to experience this!” 

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.

The Early Birds Diner will be open to the public from 27^th February to 1^st March on 110 Grafton Street, Dublin and will be open from 8.30am – 2.30pm. Guests can reserve a space at the experience for free via Eventbrite HERE on a first come, first served basis.