Even for successful restaurants in Portland, filling tables in the late afternoon, early evening, and from nine to close can be a real challenge. The key to building your business during those hours is understanding what your customers are seeking.
According to the National Restaurant Association, 77% of adults say they would likely go to a restaurant during off-peak times if they received a discount. Pricing is important, but it isn’t the only important thing. Variety of menu options, food quality, service, and ambiance all count.
How to Build A Happy Hour/Late Night Menu
When restaurant goers think of happy hour and late-night menus, they think of discounted pricing on drinks. In Portland though, customers also expect high-quality food specials.
Many diners opt to try a restaurant’s happy hour menu first, as an affordable way to see if they like a restaurant’s offerings. When you are building your happy hour menu, remember that it will be the first impression for many customers. Include a selection of great deals on both food and drinks for customers to choose from that represent your culinary style.
Happy Hour/Late-Night Menu Tips
- Don’t veer too far from your restaurant concept.
- Offer discounts on select beer, wine, and cocktails.
- Include food options that can easily be shared by a group.
- If you have a signature dish, consider offering a lower-priced appetizer portion.
- Keep it light—Happy hour diners may opt to stay for dinner!
Does Happy Hour Increase Sales?
Yes! Happy hour and late-night specials often generate up to 1/3 of a restaurant’s total alcoholic beverage sales. Your happy hour pricing strategy is important though. If you price your menu too high, your potential customers will look elsewhere for better deals. Price too low, and you’ll lose money.
At McDonald Wholesale, we help restaurant owners find the right balance. Contact us today for help developing the perfect happy hour and late-night menu.