FIRST SIP

EVEN BEFORE THE PANDEMIC , Americans were starting to eat dinner earlier in the evening . Then after the coronavirus lockdowns of 2020 , when consumers did venture out to eat they did so as early as possible .

That ’ s in part because more guests were opting for outdoor dining to be safe , and earlier meal times meant it was lighter and warmer . They also didn ’ t want to stay out too late with the threat of Covid .

As the pandemic wanes , twilight dining is one of the many Covid trends that ’ s sticking . People have discovered the joys of early dinner , from health benefits to better sleep and more energy to having time to wind down before bed .

Even in New York , many restaurants say that 6 p . m . is the new 8 p . m . And several that had long been open 24 hours a day are now closing for that late-night / early morning period . The late clientele has not returned for many , plus it ’ s hard enough to find workers for prime-time shifts , never mind for the wee hours .

People are also embracing Happy Hour earlier , thanks in large part to more flexible schedules and remote working . A Next Glass report using Untappd for Business data found that the total Untappd check-ins between 2 p . m . and 7 p . m . increased from about 42 % in January 2018 to nearly 47 % in August 2022 .

The earlier eating trend poses headaches for restaurants , as there are only so many tables available at 5 or 6 p . m . It also creates problems when early birds linger and mess up the other reservations , plus there are fewer table turns without a laterdining crowd .

Offering a unique and perhaps elevated Happy Hour or even a reverse Happy Hour that might start at 9 p . m . to closing , for instance , may help make up for some of that later business .

You might even extend your Happy Hour time or start it earlier in the day . Fight Club in Washington , D . C ., offers its recently debuted Happy Hour menu on weekdays at lunch , again during traditional Happy Hour time and then around closing .

Bodega 88 in New York runs its Happy Hour for seven hours , between 12 and 7 p . m . Chili ’ s in September launched a new Happy Hour and beverage menu that ’ s available at its bars whenever football is on .

It ’ s hard to say if people will continue eating earlier when the pandemic is truly behind us . But consumers are eager to get out now , especially those working from home . So do whatever you can to make your establishment the place to go , how and when guests want to gather . Cheers !

Fall 2022 Vol . 34 No . 3

Editor Melissa Dowling 763-383-4442 • mdowling @ epgacceleration . com

Managing Editor Kyle Swartz 763-383-4447 • kswartz @ epgacceleration . com

Associate Editor Jamie Stafford 763-383-4485 • jstafford @ epgacceleration . com

Associate Managing Art Director Nicole Siewert nsiewert @ epgacceleration . com

Sales and Traffic Coordinator Kurt Eisinger 763-383-4420 • keisinger @ epgacceleration . com

Contributing Editors Andrew Kaplan and Kelly Magyarics

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Melissa Dowling Editor

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4 • Fall 2022 www . cheersonline . com