​So long, Restaurant Week

Does your restaurant have creative ways of sharing what you do best — whether it be inventing new dishes or surprising guests with unexpected pairings or presentations? For years, operators have used Restaurant Week offers to bring guests in during slow periods, attract people who wouldn’t normally visit and test new menu ideas — but the event needs some reinvention. While it can be profitable for operators, many say that Restaurant Week turns off regular clientele, can be costly to manage and has grown to include so many restaurants that it is difficult to stand out in the crowd. In place of Restaurant Week, operators are coming up with more experimental concepts. Upserve reports that “Off Menu Week,” a joint effort between Resy and Capital One, is taking off in six food-focused cities ranging from Los Angeles to Chicago to New York. Participating restaurants will serve dishes that may appear on a future restaurant menu, off-menu items, or one-hit wonders that didn’t make it to the menu. Bloomberg reports that participating restaurants could offer such experiences as having guests try a dish with a selection of wines designed to draw out different flavors, or demonstrating different approaches to making sushi. The goal isn’t about showcasing signature dishes or trying to attract guests looking for a good deal — it’s about providing a behind-the-scenes experience visitors will remember.