Here’s why people love the boozy brunch concept and what restaurateurs are doing to drive business.
Breakfast is the most important meal of the day. At least that’s what’s been drilled into our heads for years by our parents, doctors, and anyone who cares about our health and well-being. It seems like millennials are finally listening to this advice thanks to restaurant’s introduction of the “boozy brunch.” Here’s why people love the boozy brunch concept and what restaurateurs are doing to drive business.
According to an article in Eater, adding a bottomless brunch to their menus has become a big marketing move for restaurateurs looking to drum up business during the mid-morning hours. It has given eateries the opportunity during brunch time to bring in clientele in the same way that Happy Hour attracts diners in the evenings. Mainly, this is because consumers can’t resist the deals that restaurants offer during these hours, and oftentimes, they last longer than an hour.
Traditionally, a restaurant’s Happy Hour will consist of select drink and food specials for an allotted amount of time – generally during the late afternoon/evening hours when people are getting off work. Bottomless brunch, on the other hand, includes unlimited cocktails paired with your meal during the hours that brunch is being served. The beverages usually favored are mimosa, Bloody Mary, and Bellini cocktails, while some may opt for the Irish coffee for their morning pick-me-up.
While the concept of giving away endless cocktails for a set fee does seem counter-productive, many owners believe that the real money is made from the food sales that accompany the drinks. For one, brunch-goers generally use this time to catch up with friends or family causing them to stay longer, therefore ordering more food. It is also thought that if customers are enjoying their meal, they will focus more on their food, and less on the drinks. Many establishments limit the amount of drinks served to each guest or provide a time limit that cocktails can be consumed to prevent overindulgence or loss of profits as well.
Regardless of the limitations some eateries have put in place, brunch is still winning when it comes to dining out. Easter and Mother’s Day are the two most popular days for brunch for restaurants, as well as any other Saturday or Sunday. According to the Washington Post, well over a quarter of teens and twenty-somethings don’t eat breakfast daily due to busy schedules, which may be the reason brunch is so popular on the weekends as people have more time to have a sit down meal earlier in the day. This is particularly true in cities, where more young adults are residing in, making brunch more commonly offered with the increase in restaurants in the area (See The Best Bottomless Brunch Deals in America). Brunch has even been the go-to activity that brings people together for bridal parties, christenings and baby showers, making Sundays no longer a day of rest, but a day to brunch.
If you are looking for something to do with your friends this weekend, why not start with brunch? After all, breakfast is the most important meal of the day, and it’s an extra incentive when alcohol is involved.
About the Author: Courtney Ciandella has been the sole Marketing liason for Bielat Santore & Company since 2013. She is also the conductor behind the Who’s Who in the Restaurant Industry and Restaurant Tip of the Month series.
