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Webster's definition of the term happy hour is “a period of time during which the price of drinks (as at a bar) is reduced or hors d'oeuvres are served free.” While this definition holds true in many places, the question of what is happy hour has certainly moved beyond this definition.
It's possible a bar happy hour may fit this definition with reduced prices and deals-bar books can guide you here. However, many other types of establishments have created their own versions of what happy hour means.
With promotions like Sonic and Taco Bell happy hour, among many others, there’s a place for everyone to find joy with the concept of cocktail hours these days. This post covers nine facets of happy hour including its definition and history.
What Is Happy Hour? What Time Is Happy Hour?
Happy hour typically starts at 4 p.m. or right around then. While the name would imply it only runs for an hour, a lot of places have expanded, sometimes ending around 7 p.m. or later. It all depends on each individual establishment, as they all can do it differently from one another. Typically, conducting a bit of market research for their local area, alongside data analyses about when the business attracts the most sales will also help dictate a proper schedule for major discounts and promotional menus.
There’s a large market of customers who are more likely to stay and enjoy multiple appetizers and drinks if there’s a sale going on. A common question around one of the most popular types of bar and restaurant promotions is “why limit happy to an hour?” While it could be poor for profits in excess, any kind of promotional event that lasts a few hours is great for businesses and customers.
In fact, it's a great customer acquisition and customer retention tactic. Restaurants will often use discounts and promotions on drinks to bring in customers and they often experience a rush of customers during this time, right before the dinner rush.
Happy Hour Origin
The concept or happy hour started around 1914 when the United States Navy would have a weekly “happy hour” for sailors. These original periods weren’t about drink deals and half-price apps. They were a way for Navy sailors to relieve the boredom of their postings. From dancing to boxing matches to movies, these first get-togethers were all about entertainment. It wasn't until many years later that the term was a reference to food and beverages.
When Prohibition era came around with the 18th amendment in 1920 after World War 1, the idea of limited-edition specials began to have drinking tied to its definition. For those who wanted to enjoy alcoholic drinks between work and home, time spent at a speakeasy or a private residence became the watering hole for led to bar promotions today.
This definition carried into what we know today, with drinks and social time taking place right after work. Now, this time period for drink specials is tied to every bar equipment layout, and if you're thinking of going to a bar after work, you'll be headed to an hour of happiness at your favorite bar or restaurant!
Legal Happy Hour Aspects
As a bar owner, before you decide that happy hour is a good choice you’ll need to be sure what you can legally offer. Believe it or not, there are some restrictions when it comes to discounting alcoholic beverages. As an example, Indiana finally legalized drink specials in 2024 after decades of the act being a crime. So, due to how frequently federal and state laws can change, it's vital to stay atop of the policies that exist in the state in which you operate a bar or restaurant.
As of November 2024, the following states will penalize establishments that offer drink specials:
- Georgia
- Kansas
- Massachusetts
- Montana
- North Carolina
- Oklahoma
- Rhode Island
- Utah
These states banned deals on alcoholic drink specials due to drunk driving incidents and other alcohol-fueled issues. That said, the strain on restaurants from COVID-19 has several of these states considering loosening their restrictions. While these changes likely won’t happen quickly, it’s worth keeping an eye on potentially changing rules. Plus, some states might change their policies quicker than others. And, if you should work within a franchise that has multiple units across multiple state lines, you'll need to adapt to issuing different menus and promotional endeavors for various restaurant locations.
Who Has Happy Hour Right Now?
Even in those states where alcohol deals are banned, there is often some sort of happy hour appetizer deals. Everywhere else, it’s common for bars and restaurants to offer BOGO drinks and apps, among other discounts. If you're looking for the best discounts around you, you won't have to look very far.
Typically, these discounts usually revolve around alcoholic drinks. These days, you can find pretty much anything on such a menu. Well, you might not see things like entrees on one of these menus. However, if you're in the mood for a bite to eat, there is a selection of appetizers listed at a discounted price more often than not. And not only do these dishes accompany the drinks, but they make for a more enjoyable gathering.
Are Drink Specials Only at the Bar?
It used to be that mainly bars would offer deals on wine, beer, and spirits. These days, it’s across the board for restaurants, and not just fine dining spots. You don't have to learn how to make a cocktail with rum or all about types of rum, or how to offer wine sales to host a such a promotion.
From the happy hour at Sonic, Taco Bell, and IHOP, casual and fast food joints have started using the same deals. Whether that means tacos for a steal at Taco Bell or BOGO pancakes, food and drink promotions aren't just for bars anymore.
Do Bars Have Drink Specials on Saturday?
These days, most places that offer happy hour deals only have them Monday through Friday. This sticks to the classic take on this kind of promotional event being a post-work wind-down. Plus, if bars and restaurants offered massive discounts on the weekend when there's normally a surge in business, they could be at risk of losing out on profits. Even though frequent promotions are ideal for growth, offering them daily could be detrimental to the long-term success of the business.
There are, however, some places that offer frequent drink specials on the weekends. Often, these deals come with brunch offers, so while they’re not exactly happy hour specials, they’re effectively the same deals.
If you’re looking to score some deals on the weekend a Google search will show you nearby places for happy hour or brunch. As a bar or restaurant owner, it’s worth looking into what deals you can offer on the weekends, not just during the week.
Why Limit Happy to an Hour?
While many places these days have their own timeline when promotions take place stretched beyond an hour, there are still lots of establishments that stick to tradition. While this can be a bother, there are definite benefits for customers and owners alike in keeping drink and appetizer specials to just an hour.
For customers, having a set hour to be enjoying those deals will actually keep excessive spending down. The more time you have to purchase something on a deal, the more you’ll buy, and you’ll end up spending just as much as you would outside of the deal.
For sellers, that one-hour window means you can plan ahead for what to prepare for foods and drinks. You also don’t have to worry about pricing too many things at a lower rate. You’ll still make plenty of profit from customers who opt for any limited-time food and drink specials, and they’ll be around when dinner time rolls in. Customers who show up during this time have the potential to become dinner customers too.
What to Wear to Happy Hour
If you’re joining friends and family for happy hour, it’s a pretty casual affair. Short of wearing pajamas you can wear what you’d like to such a get-together. If you’re going out for dinner after or heading to a show, you can let that dictate your clothing choices. If you’re just there for the deals, remember, you’re just hanging out at a bar with friends, it’s not a formal affair.
What to Wear to Work Happy Hour
The other occasion you might be heading towards is a work happy hour. For the question of “what to wear to work happy hour” the answer lends itself towards slightly more formal wear. Odds are, you’ll be heading to this outing right after work with your coworkers, so whatever you’re wearing to work will suit you perfectly. If you’re perhaps a WFH worker, or you’re running home first, something business casual - whatever that means for your workplace - is a safe bet.
What is Reverse Happy Hour?
A new sort of happy hour has come about in the last couple of years. Or at least, the name has only been passed around in the last five to seven years. This new happy time is known as a reverse of the standard concept, and it’s not limited to just right after work.
Many bars and restaurants are offering limited-edition deals from as early as 2 p.m. to closing time. This expanded promotion is great for people who work flexible hours, or people who just want more of an available discount time. While it’s still catching on, this concept is a part of the future of a workforce that is more and more flexible.
Frequently Asked Questions About Happy Hour
Do you have any more questions regarding happy hour and other kinds of food and drink specials? If you do, check out the answers of these commonly asked questions. While all of the content we've outlined previously should serve as a solid starting point, the section below should provide you with a thorough recap. Check it out:
When Is Happy Hour Typically Held?
Happy hour typically takes place between 4 PM and 7 PM, although the exact timing can vary by establishment. Some places may also offer late-night specials or specific weekend promotions. It's also worth noting that such promotions can even be seasonal, and not offered all year around. Regardless of when these discounts are offered to customers, the main priority is that they're limited-edition and create a sense of exclusivity and urgency.
What Types of Discounts Are Offered during Happy Hour?
Discounts during happy hour often include reduced prices on a selection of alcoholic beverages such as beer, wine, and cocktails. Some bars and restaurants also offer discounts on appetizers or small plates, making it an attractive time for patrons to enjoy both food and drinks.
What Are Some Popular Happy Hour Drinks to Serve?
Popular happy hour drinks include classic cocktails like Margaritas, Mojitos, and Martinis, as well as discounted beer and wine selections. Craft cocktails and signature drinks unique to your establishment can also draw in customers looking for something special.
What is Happy Hour: Maximizing Happiness
Ultimately, the answer to what is happy hour is: it's a time when customers and owners can share in the delights of great deals. Whether it's two for $5 margaritas or the best restaurant appetizers (which fit the a la carte meaning), these deals are a great deal for any bar or restaurant, any day.
If these deals aren't part of your bar operations manual, that's something you need to hop on before 4pm rolls around. On holidays, consider Valentine's Day promotion ideas for restaurants.