Lockdown gives us the idea.
The world in lockdown, Netflix at 98%, plenty of time to think. Benidorm's missing a place like this —we say— and we believe it. We start sketching plans in a notebook.
Home / About us
We're not
the trendy
brunch spot.
We're Chris and Roxie. We started in the pandemic, we're still in Benidorm six years on and, honestly, we're pretty good at this.
— 01 / THE STORY
Chris, Roxie and one big dream.
We started this in the middle of the pandemic, with Netflix 98% finished and plenty of time to think.
Chris came from thirteen years in an office job, with his family from the north of England and that British hospitality you feel the moment someone says good morning. Roxie came from over a decade in hospitality, knowing exactly what it takes to run a service. A small family, a big dream, and no plan B.
The idea was simple: authentic American breakfasts, real food, cooked with love. No posing, no over-the-top décor, no chasing the perfect photo for Instagram. Here the decoration is the smiles of the people who come back.
In August 2020 we lifted the shutter for the first time. Chris welcomed the guests; Roxie threw herself into the kitchen. And from there, everything else.
CHRIS & ROXIE · FOUNDERS
Est.
2020
BENIDORM
BENIDORM
Chapter 1 · August 2020
How we got here.
Six years, two locations, no shortcuts. The short version of how The Brunch Box went from a lockdown idea to a neighbourhood spot that opens every day at 9:00.
We lift the shutter.
A short handwritten menu, four tables, one griddle and a coffee machine. Chris on the door, Roxie in the kitchen. That first Saturday we closed at 2 PM because we'd sold out of everything. The chicken & waffles were on the menu from day one.
Benidorm comes back to life.
With borders open, international tourism returns in force. One summer gives us the fuel to grow. The name starts to travel beyond the neighbourhood.
We change corners.
A bold move: we relocate somewhere bigger and brighter. We take the chance to grow the team and meet wonderful people who stay with us. Same concept, better home.
Same corner, new skin.
We refurbish the place and refresh the brand top to bottom. New identity, same motto: locally famous, globally craved. The outside changes; the inside —the pancakes, the coffee, the attitude— doesn't.
Grow. Without losing ourselves.
We've got plans —some we can share, some not yet—. The one thing we're sure of: however much we grow, we'll keep cooking the way we think. With judgement, with method, and with soul.
Authenticity needs no frills.
We cook the way we think: with judgement, with method, and with soul. Four principles that hold us up and that we won't negotiate.
Authenticity
We do things our own way, no trends, no formulas. We believe in the genuine, in work done well, and in flavours that speak for themselves.
Care
Every dish, every gesture and every decision reflects attention to detail. Quality comes from respect for the process —and for people.
Consistency
Everything we say, serve or design comes from one idea. A clear identity, no make-up. The outside tells you what's inside.
Attitude
Professionals with character. We work with humour, positive energy and the confidence of people who enjoy what they do. Straight-up service, no gimmicks.
The team · Current year
— 03 / THE TEAM
The family behind the counter.
Here everyone brings their own character. And in hospitality, that shows.
When we started there were two of us. Today we're a team that shares a counter and a philosophy. Everyone brings something to the service: the perfect coffee, the smile that stays with you, the dish that comes out just right.
What we do look after is how we work: how you greet someone at the door, how you pull a coffee, how you plate a dish. That's not improvised. New starters spend time in training before touching a table, and whoever's in first each morning has breakfast with us.
Our guests are part of the house: the service is warm, direct and without frills.
LIVE · 2026
So far this year we've...
Everything that comes off the machine. Espresso, flat white, filter, oat lattes and whatever you order in «surprise me» mode.
Each with its coffee, its name written down and a «have a good one» on the way out.
Buttermilk stacks, batter made fresh daily, griddle hot from 9:00.
Fried, scrambled, poached, Benedict or hidden in our batters. Always fresh. Always just right.
Relax, no one's pressing a button every time a pancake comes out. These are averages based on what we serve each day — but the number's pretty close.
Come and try us.
No reservations, no posing. Just breakfasts made with care and a coffee you can taste.