Sure, I've read that but it doesn't answer my question.
No Yak is right. Second Breakfast should be 9:00-9:30am. It's:Breakfast 7am2nd breakfast 9amElevensies 11 amLunch 1pmTea 4pmDinner 6-7pmSupper 9-10pmMidnight Snack 12am
I guess because the UK event was geared primarily towards introducing schoolchildren to The Hobbit, 11am was simply the best time of day for it. Given that "elevensies" is already a thing here and yet "second breakfast" is a Hobbit/Tolkien thing the two were conflated for convenience (and marketing purposes).
I don't think he knows about Second Breakfast, Pip.