THE LOCKDOWN GAVE US THE IDEA.
The world locked down, Netflix went 5G, and we had way too much time to think. There's not a lot to do in Benidorm — we said "let's do it" — and started sketching plans in a notebook.
home / about us
not the trendy spot.just the real one
WE'RE CHRIS AND ROXIE. WE STARTED DURING THE PANDEMIC, WE'RE STILL HERE IN BENIDORM SIX YEARS LATER, AND HONESTLY — that says it all.
— 01 / the story
Chris, Roxie and a big dream.
WE STARTED THIS RIGHT IN THE MIDDLE OF THE PANDEMIC, WITH 98% NETFLIX completed AND A LOT OF TIME off TO THINK.
Chris had spent thirteen years in office jobs with admin background, his family came from the north of England, and British hospitality was in his blood — he just hadn't realised it yet.
Roxie had over a decade of experience in hospitality, knowing exactly what running a place takes. A small family, one big dream, and no plan B.
The idea was simple: authentic american food, made the real way, cooked with love. No filters, no decorative fluff, no chasing the perfect Instagram shot. Just real food and real smiles.
In August 2020 we rolled up the shutters for the first time. Chris welcomed the customers, Roxie ran the kitchen. And from there — everything was history.
CHRIS & ROXIE · Founders
Est.
2020
BENIDORM
BENIDORM
Chapter 1 · August 2020
how we got here so far.
Six years, two locations, no boxes ticked. The short version of how The Brunch Box went from a lockdown idea to a neighbourhood spot that opens every day at 09:00.
WE PULLED UP THE SHUTTERS.
A short, hand-written menu, four tables, one griddle and a coffee machine. Roxie running the kitchen, Chris on the door. First Saturday we ran out of everything by 2pm — sold the lot. Chicken & waffles was on the menu from day one..
BENIDORM CAME BACK TO LIFE.
Borders reopened, international tourism flooded back. We had a summer where we couldn't keep up. The brand started building a name of its own.
NEW CORNER, SAME SOUL
We took the leap: bigger spot, more visibility. Same concept, better home.
SAME CORNER, NEW SKIN.
We renovated the place and refreshed the brand. New look, same vibe: locally famous, globally craved. Inside? Same pancakes, same coffee, same attitude. No compromises.
GROWING. WITHOUT LOSING IT.
We've got plans — some we can share, others still cooking. One thing's clear though: as we grow, we'll keep doing things our way. With craft, with care, and with soul.
AUTHENTICITY DOESN'T NEED dressing up.
We cook the way we think: with craft, with care, with soul. Four things that hold us together — and that we won't compromise on.
AUTHENTICITY
We do things our way, not chasing trends or formulas. We believe in honest work, done well, and in flavours that speak for themselves.
CARE
Every plate, every gesture, every decision shows attention to detail. Quality comes from respecting the process — and the people in it.
CONSISTENCY
Everything we say, serve and design answers to the same idea. One clear identity, no dressing up. What you see outside is what you get inside.
ATTITUDE
Professionals with personality. We work with humour, good energy, and the confidence of people who enjoy what they do. Real service, no acts.
the team · 2026
— 03 / the team
the family
the family
BEHIND
THE COUNTER.
EVERY PERSON HERE BRINGS THEIR OWN character. AND IN HOSPITALITY — IT SHOWS.
We started as just the two of us. Today we're a team that shares the same standards and the same way of thinking. Every person brings what they're best at: the perfect coffee, the warm welcome, the plate that hits just right.
What we really look after is how we work: how we greet someone at the door, how we pour a coffee, how a plate gets sent out. None of it is improvised. New people spend proper time training before touching a table — and we're with them from day one.
Our regulars are part of the place: warm service, direct, no acts.
live · 2026
SO FAR THIS YEAR we've served...
Flat whites, cappuccinos, oat lattes, or whatever you fancy in full slow-morning mode.
Each one with its name called out as the bell rang and most returned empty.
Buttermilk stacks, fresh batter, straight off the griddle from 09:00, fresh everyday.
Fried, scrambled, poached — or mixed into our pancake mix. Always fresh.
Relax — no one's clicking a counter every time a pancake comes out. These are honest averages from what we serve daily — but the numbers are pretty close.
come and try us.
No bookings, no fuss. Just breakfast done properly, and a coffee you can actually taste.