​Digging for opportunities in the dayparts

Over the years, how much happy hour business (or other after-work business) has your restaurant generated? If this part of the day once provided a steady stream of traffic for you on several evenings a week, chances are times have changed -- due to factors such as the increase in hybrid work schedules post-pandemic, people’s desire to keep their professional and personal lives separate, and a decline in alcohol consumption. Research from Fox Business found that happy hour traffic has dropped by 49 percent in recent years. If this has impacted your business in any way, it could be a good time to gather your team and identify some new potential business streams – or simply shift your approach to the after-work crowd by offering some different options. While people may not be looking to stop in for appetizers after work, maybe they’d go for a pre-workout smoothie, meal kit or easy weeknight takeout. Maybe you can approach the offices that once gave you more after-work business and make them aware that you can cater their in-house lunches and meetings so they can make their employees’ less-frequent in-person connections feel more worthwhile. Or perhaps, now that the warm weather is coming, you can come up with a limited-time offer that will draw people to your outdoor dining area. Your data provides clues as to what your guests crave and when. What adjustments can you make that will help your business be as nimble as possible in the face of shifting traffic patterns?

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