There is a particular kind of quiet that settles over a good brunch room — the gentle clatter of cutlery, the hiss of the espresso machine, the soft pop of a champagne cork.
Set in Jacksonville, FL, It's in the DNA has carved out a corner of the city's weekend brunch scene with a personality of its own. The room comfortably seats a mix of solo diners working through a coffee and a newspaper, couples splitting a stack of pancakes, and friend groups settling in for a slow, three-hour Saturday.
The hash deserves attention: crisp-edged potatoes, caramelized onions, peppers, and a runny egg on top, with hot sauce on every table.
Menu highlights
Here is a snapshot of the kinds of brunch dishes you can expect to find on the menu at It's in the DNA. Specials rotate weekly with what's in season — check the chalkboard at the host stand when you arrive.
- Veggie scramble with spinach, mushrooms, and goat cheese
- Crab cake Benedict with old-bay hollandaise (regional specialty)
- Acai bowl with granola, banana, coconut, and honey drizzle
- House bloody mary with bacon, olives, and pickled vegetables
- Buttermilk pancakes with whipped butter and warm maple syrup
- Avocado toast on grilled sourdough with chili crisp and a soft egg
- Chicken and waffles with hot honey and pickled jalapeño
- Steel-cut oats with brown sugar, toasted nuts, and stewed fruit
The space leans casual — exposed brick, mismatched chairs, a chalkboard menu that changes with the seasons — but the cooking is dialed in.
The eggs Benedict here is a study in restraint: a properly toasted English muffin, paper-thin Canadian bacon, and a hollandaise that's lemony enough to cut through the richness.
Vegetarians and vegans are well taken care of — at least three plant-forward mains anchor the menu, not just an afterthought side of fruit.
Like a lot of the best brunch spots in Jacksonville, It's in the DNA is at its most magical on weekend mornings, when the kitchen is firing on all burners and the room slowly fills with the kind of low, happy hum that only good food and unhurried company can produce. It's the kind of brunch that reminds you why we made brunch a tradition in the first place.
Tips from the regulars
- Vegetarian and gluten-free diners have real options, not just sad fruit cups.
- Tip generously — the brunch shift is the toughest in any restaurant, and the staff here keeps it warm even at peak rush.
- Save room: the pastry case at the front is part of the experience.
- Best time to go: arrive before 9:30 a.m. on weekends to skip the worst of the wait at It's in the DNA.
- Best for: groups of 2 to 4 — larger parties may want to call ahead.
Hours
Specific opening hours rotate seasonally — call ahead to confirm, especially around holidays. Most weekend brunch service runs from late morning through early afternoon.
Frequently asked questions
What time does It's in the DNA open for brunch?
Specific hours rotate seasonally, but It's in the DNA typically opens for brunch service in the morning and serves through early afternoon. Call ahead on holidays.
Does It's in the DNA take reservations?
Most brunch spots in Jacksonville are walk-in friendly, with a wait list during peak hours. Larger parties (5+) should call ahead to ask about a reservation.
Is It's in the DNA kid-friendly?
Yes — It's in the DNA welcomes families. Most brunch menus include simple kid-friendly options like pancakes, scrambled eggs, and fresh fruit. Highchairs are usually available.
What kind of cuisine does It's in the DNA serve?
It's classified under cafe — broadly an American-style brunch experience with regional touches you'd expect in Jacksonville.
Is there outdoor seating at It's in the DNA?
Yes — outdoor seating is available, weather permitting.
Location
Located at Jacksonville, FL. Coordinates: 30.3136, -81.6837. Use the address above with your preferred maps application for turn-by-turn directions.