For nearly 20 years, Chadner Navarro has written and edited content about travel, food, fashion, design, and culture for various print and digital publications, including the Travel + Leisure, Washington Post, and Condé Nast Traveler.You’ve likely seen all the news reports: When it comes to dinner reservations in some of the country’s most restaurant-obsessed cities, 5 p.m.
has become the new 8 p.m. As late-night crowds are only just starting to grow, vibes and energy are critical in seducing them to stay up beyond these earlier bedtimes.
Bad Idea’s beverage director Alex Burch says getting playful and creative with how they activate during these hours have been helpful in getting people in the door. One of their strategies was a series of late-night takeovers in partnership with local chefs. While creating a dedicated menu or building up buzzy programing isn’t necessary, some shift-specific specials can help build interest.
At New York City’s, which is open until 1 a.m. on the weekends, there’s a standard menu served across all service periods, but chef/owner Brooks Headley says he also offers a handful of specials that you can only order during the late-night hours: personal-pie pizzas, sometimes tiramisu, a bowl of tortoni, cheap drinks, and bottle specials.
For restaurateurs championing that later-night push, many say they also do it for one particular demographic: fellow hospitality pros looking for a great place to have a meal, a drink, and good times. Fit.