When: May 24
Endless Breakfast Day is the celebration of breakfast as a concept rather than a clock. The best breakfast dishes work at 7am, noon, or 9pm — eggs, pancakes, toast, pastry — and today is the day to eat whatever you want from that category without apology.
The most important meal of the day — redefined as a meal worth eating at any hour, in any form.
"Breakfast is the most important meal of the day" is not a nutritional finding. It is an advertising slogan. The phrase was promoted heavily by late 19th-century cereal manufacturers — most prominently by John Harvey Kellogg and later by the Kellogg Company — to encourage Americans to eat breakfast cereal every morning rather than the heartier, less processed morning foods that had been standard. The claim became a cultural truism through repetition and has been treated as established nutritional fact ever since, despite the scientific evidence being considerably more complicated. The three-meal structure Americans now consider natural — breakfast, lunch, dinner at roughly fixed times — is historically recent and industrially produced. Medieval Europeans typically ate two meals a day, with the first not necessarily early. "Breakfast" as a fixed early-morning meal developed alongside the industrial working schedule, which required workers to start at a fixed time and eat before they...