The offering is available at 148 hotels across the UK and is priced at £7.95 for a full English, £5.75 for a ‘lighter option’, and is free for children under 16.

The move directly undercuts rival Premier Inn, which charges £8.75 and £6.25 for its unlimited breakfast.

Launched after a year-long ‘taste test’, Travelodge's new menu leans heavily on branded products and features both vegetarian and vegan options.

It forms part of an ongoing overhaul of the chain, with the hotel company spending £100m on opening 15 new sites and modernising its estate this year.

Travelodge – which celebrated its 30th ​anniversary in June​ - said the move had already seen a double-digit boost in sales.

"Britain's breakfast is changing, more and more of our customers are telling us they value a choice of great coffees and healthier options, as well as the traditional full cooked breakfast,” said Karen Broughton, sales and marketing director at Travelodge.

“Whether it’s premium Lavazza coffee, fruit salad, or vegetarian options from the Linda McCartney range, our new breakfast menu is in touch with the needs of modern travellers looking for quality and value."