It used to be that restaurants and bars could count on a surge of customers between 5-7 p.m., lured by happy hour deals offering discounted food and drinks.
There’s no disputing that consumers still want deals—especially evident during this summer of value—but the pandemic has changed their drinking habits. No longer are large numbers of workers emerging all at once from office buildings as the clock strikes 5, eager to socialize with colleagues over $5 cocktails and jalapeño poppers. Work-from-homers seem content to stay put, especially on weekdays, or patronize neighborhood spots with elevated food. And flexible schedules mean happy hours don't have to stick to certain time slots.
Happy hours are far from dead—they are simply getting a refresh. And for some multi-unit operators, that starts with changing the schedule from early evening to late night—or adding value menus where they’ve never gone before.
House-made mozz sticks are on Emmy Squared's late-night happy hour menu. | Photo courtesy of Emmy Squared.
Emmy Squared, a 26-location casual dining restaurant specializing in Detroit-style pizza and burgers, introduced Emmy Hour in July, a new late-night happy hour running from 9 p.m. to close from Sunday through Thursday.
There’s a unique promotion dedicated to each night. On Margarita Monday, spicy and regular margaritas are $5 and Cheesy Garlic Sticks are $8 for six. Tin Can Tuesday comes next, with $5 beers and $10 Wings, followed by Wine Down Wednesday, when guests can order $8 glasses of wine and a $10 portion of five house-made Brooklyn Mozz Sticks. On Thirsty Thursday, glasses of wine and beers are $8 and $5 respectively, with a Classic Pizza going for $12.
Sunday Funday offers its own specials, with $25 pitchers all day long. Choices include House Sangria (white, red or rosé), Skinny Margaritas and a house vodka cocktail.
Sundays are for $25 pitchers of sangria and margaritas at Emmy Squared. | Photo courtesy of Emmy Squared.
“Reverse Happy Hour, generally from 9-11 p.m., is a unique tactic with guests …,” said Brian Masilionis, senior director for customer development on premise at Southern Glazer’s. “This provides another way to source traffic from guests looking to have dinner later or gather with friends after a movie or entertainment, when many restaurants are already putting up their chairs.”
In mid-August, upscale steak and seafood chain Eddie Merlot’s introduced a new happy hour menu available Monday-Thursday from 4 p.m. to 6:30 p.m. Guests can score $5 off craft cocktails and martinis and an $8 discount on select red, white and sparkling wines.
What’s a bit different is the tiered pricing system on Bar Bites; a kind of value menu for the higher end. For as little as $15, a customer can order a martini and a Prime French Dip Slider with a fine-dining pedigree.
Eddie Merlot's offers two sliders made with New York strip steak for $10 during its Happy Hour. | Photo courtesy of Eddie Merlot's.
The $10 Bar Bites tier includes Ahi Tuna Wontons; Filet Mignon Potstickers; those Prime French Dip Sliders made with shaved New York strip topped with gruyère, caramelized onions and horseradish sauce; Loaded Potato Chips with five cheese sauce, bacon, blue cheese and chives; and House Fries with three dips.
In the $15 tier are a prime cheeseburger with fries, Filet Mignon Sliders and an Onion Ring Tower with a duo of sauces, while the $20 tier offers more luxury items, such as Crab & Avocado Cocktail, Lamb Lollipops and Lobster Roll.
The steak and seafood chain is positioning its Happy Hour as a bargain in the segment. “While others are reducing offerings and raising prices, Eddie Merlot’s is expanding its menu with significant savings,” said a spokesperson.
In a totally different segment is Snooze A.M. Eatery, the edgy breakfast-and-brunch chain. In late August, 70-unit Snooze rolled out all-day happy hour on Monday through Friday at its restaurants. The tagline for the promotion: “Because every morning should feel like the weekend and happy hour rolled into one.”
Bloody Marys are $5 all day long at Snooze. | Photo courtesy of Snooze A.M. Eatery
There’s an extensive selection of cocktails both with and without alcohol. Bloody Marys are $5 each and include the Straight Up Bloody, Spicy Bloody and Thai Bloody, all with enough garnishes to make a small bar snack. The Mimosas are also $5 with choices such as the Palomimosa (sparkling wine, tequila, elderflower liqueur and grapefruit juice) and the Mmm Mmm Mimosa (sparkling wine, orange juice and pomegranate liqueur). On the zero-proof list are Strawberry Lavender Lemonade and Blackberry Mint Limeade priced at $3.
While Snooze is not offering any happy hour food deals, there are new pancake flights, omelets and other fall menu items on hand to enjoy with the discounted drinks.
It's too early to tell if these happy hour value menus launched this summer are boosting traffic, but there's a good chance other operators are ready to rethink the daypart, too.
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