Asma Umer

Asma Umer is the founder and lead reviewer of BritBreakfast. An architect by training, she has spent her career fascinated by how things are made — by detail, proportion and the small choices that separate something ordinary from something done properly. Somewhere between blueprints and building sites, that same eye found its way to the breakfast table.

Breakfast, to Asma, is the most honest meal of the day. A café either cares about its poached eggs or it doesn't. A hotel either treats its morning spread as a highlight or an afterthought. After years of cooking and baking at home — chasing the perfect crumb, the right sausage, eggs done exactly so — she became impossible to fool with a lazy plate. BritBreakfast grew out of that: a place to say, plainly, what's worth your money and what isn't.

Asma travels often, splitting her time between the Gulf and the UK, and she has made a habit of seeking out breakfast wherever she lands — from greasy-spoon cafés and motorway stops to chain menus and quiet hotel dining rooms. That travelling habit is the engine of the site: every guide here is shaped by someone who genuinely orders the food, eats it, and forms a view.

The look of BritBreakfast is hers too. As an architect, she couldn't bring herself to build something cluttered or generic, so the site is designed the way she'd design a space — clean, calm, and easy to move through — with original photography wherever possible rather than stock images of food nobody actually ate.

What Asma reviews

UK chain breakfasts, hotel and café breakfasts, regional and city guides, and the recipes for the classics — the full English, eggs every way, hash browns, bakes and more. Menus, prices and opening times are checked against official sources and kept current through 2026.

Independence first

BritBreakfast takes no payment for rankings, reviews or placements. If a place is overpriced or underwhelming, the guide says so. The only loyalty here is to the reader deciding where to spend their money tomorrow morning. You can read exactly how reviews are produced on our Editorial Standards page.

Get in touch with Asma and the team via the contact page.