Today, there’s more to a menu than breakfast, lunch and dinner. Food and beverage specials served between 5 p.m. and 7 p.m. on weekdays help attract the after-work crowd, but it doesn’t end there. Happy hour is becoming more and more of an opportunity for diners to relax while operators increase incremental sales and traffic.
Adult beverages are an important part of happy hour menus. Though it’s important to offer specials on drinks that patrons are already familiar with, happy hour can also be a great time to try new beverage offerings that differentiate your operation. Technomic research shows that beer and wine cocktails, slushies, and drinks made with fresh herbs and fruits are trending in 2018.
A well-rounded happy hour menu also includes food specials. Must-haves include sliders—nearly 40% of diners would order them if offered—and pretzels—the number-one snack item. Sharable appetizers and small plates are also extremely popular. They allow diners to try a variety of dishes, as well as socialize and connect with friends and coworkers.
Try these tips to build loyalty and drive traffic during happy hour:
Content courtesy of Butterball Foodservice
On-premise Intelligence Report, Technomic, 2018.
Starters, Small Plates & Sides Consumer Trend Report, Technomic, 2017.
Generational Consumer Trend Report, Technomic, 2018.