Restaurant and bar operators like "Happy Hours" because they fill up the establishment at times when it might otherwise be empty—typically late afternoon and early evening on weekdays. Consumers flock to happy hours, but why? If an operator eased back on drink specials, would they still come? How important is the food— and its price? Do consumers see happy hours primarily as occasions to save money in a restaurant or bar, or as a great way to hang out with friends and family?
When we* asked consumers about why they patronize happy hours, price considerations did turn up high on the list—46% said they were drawn by good prices on drinks, and almost as many (41%) said value-priced food was an allure. A quarter (26%) pointed out that happy hour is a lower-priced alternative to a dinner out at a restaurant— although almost as many (24%) said they appreciated the chance to stay on for a sitdown dinner rather than decamping to their homes or another restaurant.
Happy hours are about more than low-priced drinks. Many happy-hour patrons see these occasions as an easy way to relax (43%), to meet up with friends (38%) or to connect with their colleagues outside of the workplace (23%).
What about you? Which restaurant is your favorite?
*americanexpress publication
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