text: It is billed as the most important meal of the day and many people grade a restaurant on the quality of their bacon and eggs on offer. But after fierce competition and testing, experts have ruled the the best breakfast is available from your local Morrisons. The supermarket beat major hotel, restaurant and pub chains to achieve the title of Britain's Best Breakfast. Morrisons has been named the best place to get breakfast in the UK - beating restaurants, pubs and hotels to win the title - with its Big Breakfast (pictured) one of the most popular items on its extensive morning menu . It was picked out by judges of the Menu Innovation and Development Awards (MIDAS) for its value for money, food quality and customer satisfaction. Richard Jones, Morrisons Head Chef, said: 'The Great British breakfast is a national institution, so to be voted the nation's best is an honour. 'The secret of our success is offering shoppers a good selection of fresh breakfast items to please all tastes - granola and porridge have become very popular in recent times, and of course there's nothing like the breakfast of champions, the Full English.' The supermarket chain offers a variety of breakfasts from porridge with red berries to its infamous Big Breakfast for £4.50. Morrisons was named best in the breakfast category, beating Wetherspoons and Bella Italia which were shortlisted for the awards. Last year the award went to Intercontinental Hotels which charges £28 for its cooked breakfast at its 5-star London Park Lane hotel. And the year before Macdonald Hotels won the accolade. A full English at its 4-star Macdonald Manchester Hotel and Spa costs £19.50 . Mystery shoppers tried breakfasts at restaurants, pubs and hotels nationwide to name Morrisons the winner . The MIDAS awards were launched to recognise the efforts of food development managers in major restaurant and food service chains, and previous winners include the Marriott and InterContinental hotel groups. As part of the judging process organisers send a team of 'mystery shoppers' to try the breakfast menu at all competing venues - from croissants and bacon rolls to the Full English. They then score each menu in terms of value for money, food quality and customer expectation levels. Morrisons' 400 in-store cafes, which serve breakfast until 4pm. Nationwide they sell 100,000 Big Breakfasts a week, and also stock vegetarian options. Morrison's nationwide sell around 10,000 of their signature 'Big Breakfast' a week. This has: . 3 x rashers of British Market St. Bacon . 1 x British Market St. Sausage . 1 x Egg (choice of Fried, Scrambled or Poached) 2 x Hash Browns . Heinz Baked Beanz . Mushrooms . Fried Tomato . Fried Bread . Served with red or brown sauce . Simon Peat, of award organisers Inside Foodservice, said: 'Our judges were dispatched to three Morrisons across the country, to try the full range of items on the menu, and they scored top marks each time. Morrisons is the best place for breakfast. 'As the saying goes, breakfast is the most important meal of the day - and there's lot of prestige within the industry to be named as the home of the best breakfast in the UK.' British breakfast staples have enjoyed a boost in popularity recently - with sales of British back bacon and eggs increasing. In 2013 British bacon producers exported over £33million worth of the meat to nearly 70 countries, with another £1.3million worth of black pudding sold to foreign countries including Spain, Ireland and Norway. Eggs were exported to 57 countries.
target: Morrisons was awarded the title of serving the best breakfast in Britain .
  Supermarket chain beat hotels, pubs and restaurants to win the title .
  It achieved the accolade in the Menu Innovation and Development Awards .
  Judges sent mystery shoppers to try breakfasts nationwide to find winner .