Restaurants are Repositioning Happy Hours to Drive Traffic
Restaurants and bars once enjoyed a predictable rush of customers between 5-7 p.m., drawn in by happy hour deals featuring discounted food and drinks.
While consumers still love a good deal—especially during this summer of value—the pandemic has shifted their drinking habits. Gone are the days when crowds of office workers would pour out of buildings at 5 p.m. to socialize over $5 cocktails and appetizers. With more people working from home, they’re often content to stay local during the week, opting for neighborhood spots with elevated food. Plus, flexible work schedules mean happy hour doesn’t have to follow the traditional time frame.
Happy hours are far from fading away; they're just evolving. For some multi-unit operators, that evolution includes shifting the schedule to late-night or introducing value menus in new ways.
Emmy Squared, a 26-location casual dining restaurant known for Detroit-style pizza and burgers, launched "Emmy Hour" in July, a late-night happy hour running from 9 p.m. to close, Sunday through Thursday.
Each night offers its own themed promotion. On Margarita Monday, spicy and classic margaritas are $5, and six Cheesy Garlic Sticks are $8. Tin Can Tuesday features $5 beers and $10 wings, while Wine Down Wednesday offers $8 glasses of wine and $10 portions of house-made Brooklyn Mozz Sticks. On Thirsty Thursday, glasses of wine are $8, beers are $5, and the Classic Pizza is $12.
Sunday Funday keeps the specials going with $25 pitchers all day long, including House Sangria (white, red, or rosé), Skinny Margaritas, and a house vodka cocktail.
“Reverse Happy Hour, generally from 9-11 p.m., is a unique way to attract guests,” said Brian Masilionis, senior director for customer development at Southern Glazer’s. “It taps into those looking for a late dinner or post-entertainment hangout, just as many restaurants are winding down for the night.”
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Eddie Merlot’s, an upscale steak and seafood chain, introduced a fresh happy hour menu in mid-August, available Monday-Thursday from 4 p.m. to 6:30 p.m. Guests can enjoy $5 off craft cocktails and martinis, along with an $8 discount on select red, white, and sparkling wines.
What sets Eddie Merlot’s apart is its tiered pricing system for Bar Bites, offering a value menu in a high-end setting. For $15, guests can pair a martini with a Prime French Dip Slider. The $10 tier includes Ahi Tuna Wontons, Filet Mignon Potstickers, and the Prime French Dip Sliders, made with shaved New York strip, gruyère, caramelized onions, and horseradish sauce. The $15 tier features items like a prime cheeseburger with fries, while the $20 tier offers premium options like Crab & Avocado Cocktail and Lobster Roll.
The chain positions its happy hour as a value proposition in the upscale dining space. “While others reduce offerings and raise prices, Eddie Merlot’s is expanding its menu with notable savings,” said a spokesperson.
In a different segment, Snooze A.M. Eatery, a 70-unit breakfast-and-brunch chain, introduced an all-day happy hour at the end of August, running Monday through Friday. The promotion’s tagline: “Because every morning should feel like the weekend and happy hour rolled into one.”
Snooze offers a variety of $5 cocktails, including multiple types of Bloody Marys, each with enough garnish to make a snack. Mimosas, like the Palomimosa and the Mmm Mmm Mimosa, are also $5. Non-alcoholic options, such as the Strawberry Lavender Lemonade and Blackberry Mint Limeade, are priced at $3.
Though Snooze isn’t offering food deals for happy hour, they’ve introduced new fall items like pancake flights and omelets to pair with their drink specials.
While it's still too early to gauge the success of these new happy hour menus, it’s likely that more operators will begin rethinking how they approach this key daypart.