590 MIGHTY MEMORY #349

“BREAKFAST IN HOLLYWOOD” ON WARM 

During the 1940s WARM Radio ran a program at 11:00AM called “Breakfast In Hollywood”. The show was hosted by Tom Breneman. There was also a little piece of a promotion notice in the ad for a contest WARM was running on the radio at the time asking listeners to watch out for the WARM Scranton Good Neighbor. 
Breakfast in Hollywood was a popular morning radio show created and hosted by Tom Breneman who broadcast from 1941 to 1948 on three different radio networks: NBC, ABC and Mutual. These unscripted shows were spontaneous and involved much audience participation. Breneman's many guests included such stars as Jimmy Durante, Andy Devine and Orson Welles. 
Then radio personality Breneman was in Hollywood having lunch in 1940 with friends at Sardi's Restaurant on Hollywood Boulevard when he realized the location's potential for a radio program. He quickly found an audience when he began broadcasting his Breakfast on the Boulevard January 13, 1941, on KFWB Los Angeles. Breakfast at Sardi's aired on the Blue Network from August 3, 1942, until February 26, 1943, when the title was changed to avoid confusion with Sardi's in New York.
Breneman's program went through numerous title changes but was best known as Breakfast in Hollywood (1948–49). He had numerous sponsors, including Kellogg's cereals, Ivory Flakes, Planters Peanuts, Aunt Jemima Flour, Minute Man Soups and Alpine Coffee. By the mid-1940s, Breneman had ten million listeners. The popularity of the radio program was such that he created his own magazine, and in 1945 he opened his own establishment, Tom Breneman's Restaurant, located on Vine Street off Sunset Boulevard. Organist Korla Pandit was only one of the musical talents who performed at the restaurant. 

 Above is Breneman's own eatery that he broadcast from in the late 40s.