Hungry Night Owls

Hunger doesn’t end after hours. Explore how late-night menus can increase sales.

TREND 4

Hungry Night Owls

THE AFTER-HOURS CROWD IS STILL HUNGRY. DINE-IN, TAKEAWAY, AND DELIVERY CAN ALL PROSPER

Shift and industry workers, students, and energetic young diners, prove that the after-hours period is another opportunity to build sales and reach more customers. Sandwiches, pizza, appetizers, ramen, specialty burgers, and other high-interest, low kitchen impact items can boost sales without necessarily overtaxing staff.

53% of operators think that late-night menus are a long-term trend.

The concept of late-night or after-hours snacking isn’t new. Most large pizzerias stay open past midnight, especially in college towns. Several sit-down and fast-food chains offer food late into the night or 24 hours a day (IHOP, Waffle House, McDonald’s, and Jack in the Box, to name a few). For those who may not need 24/7 but would like a snack after the typical 10 p.m. close time, more restaurants are expanding hours for dine-in, pickup, delivery through third-party apps, or via newly established ghost kitchens.

Click here to read Ghost Kitchens in Foodservice: Operator Tips and Menu Ideas for Takeout and Delivery Meals

For those ordering at-home delivery, spicy, sugary, and salty items are highly popular, according to DoorDash, which listed tortilla chips, fruit snacks, peanut butter cups, donuts, and chips among the most ordered snacks by after-dinner snack fans this past year.

56% of Americans report enjoying a “second dinner” by consuming a late-night snack.

Depending on the restaurant, cuisine, and region of the country, late-night menus vary wildly. One common theme is that late-night menus are usually more streamlined than the full menu, and typically favor comfort foods over healthy items. With more Americans reporting that they enjoy snacking after dinner and would like to enjoy those snacks away from home, there’s a lot of untapped potential for operators.

How to Promote a Late-Night Menu

“Accidentally” leak the name of a menu item from the secret late-night menu
Woo the college-age crowd with late-night snacks that keep them nourished
Reach out to local nightlife bloggers
Offer more desserts. According to Statista, two late-night menu items that have grown in popularity over the past year are strawberry cheesecake and cinnamon rolls
Post signage/tent cards/reminders on the bar and at the bottom of receipts
Throw a party with special invites awarding free tastings of the late-night menu

For consumers, early-morning and late-night snacking occasions are more likely to take place away from home, while midmorning and afternoon snacks most often take place at home.

OPERATOR SPOTLIGHT
Open until 1 a.m. seven days a week, Cooter Brown’s has been a New Orleans staple since the late ’70s. Patrons can pull up a stool at the bar and enjoy a seafood basket, muffuletta, 8-ounce burger, or one of many beloved po-boys.

_{^{Sources: Datassential, Tips, Late Night, Spring 2019; Spring 2021 Eating Occasions, The Hartman Group; DoorDash Bracket Bites Report; Statista.}}