Happy hour has made a comeback ever since the end of the pandemic and many people returning to the office, however, it’s looking a little different these days. The concept of smaller portion sizes, appetizers, and beverages is appealing to restaurants and to patrons as inflation and higher cost of living persist. Ranging anywhere from two to four hours, operators are looking to draw customers in and maximize those margins.
Happy hour has been shifting for the last few years, drawing in younger crowds, providing off-premise options, and embracing the mocktail revolution, but what are the most popular happy hour trends?
Early start
Some restaurants have turned happy hour into a morning event, with spots like Earls creating a brunch happy hour that runs until noon. This affords the restaurant the opportunity to fill their tables at traditionally off-peak times, upping those cheque totals with cocktails and mocktails. Studies show people attended 43 per cent less dinners after work since 2019, showing a decline in interest, and an increase in people choosing to head straight home after the office.
Alternatively, Toronto’s Piccolo Café E Vino offers bar bites Monday through Friday from 11a.m. to 4 p.m. Offering half price cocktails and share plates, as well as a-buck-an-ounce red and white wine, guests can stay almost stay all day as part of their happy hour.
Outside the box
Operators are getting creative in standing out and attracting customers. Some restaurants are calling nights like Taco Tuesdays happy hour, where they feature a specific menu item at a discounted rate. As well, some restaurants, like Hendriks Restaurant and Bar, offers $3 cocktails from Monday to Friday from 3 p.m. to 6 p.m., as well as after 9 p.m. to try and draw in a later crowd.
Also, with people’s lives shifting in the last few years, many people do not want to commit to events on the weekends or for long periods of time that take up their evenings, leaving mid-week the best time for restaurants to try and get customers in.
Gather
Rather than people looking for cheaper menu options, some are suggesting that the rise in remote work means that people are now seeking connection in the time they send at happy hour. While many more people are working all day by themselves, happy hour provides them with a brief period of time to connect and be social. This theory means that restaurants may not need to focus as much lowering their prices, but instead focus on an experience where people can connect.
Happy hour is still a viable option for restaurants to draw a crowd and grow profits but take the trends into account when setting something up for your restaurant.
