After a long day at work, many professionals love to kick back and relax — preferably with a few friends and a cheap drink. That’s why happy hours are so popular; they create opportunities for customers to wind down without breaking the bank.

If your restaurant is looking for ways to maximize revenue, this classic afternoon event is a cost-effective option. It tends to attract groups, which increases order volume and introduces a range of diners to your restaurant. Plus, all you need to get started is a few specials and your regularly scheduled staff.

The key to a great happy hour is the menu. To get customers in the door, choose happy hour menu ideas that attract attention and whet workers’ appetites.

What’s the point of happy hour?

The goal of happy hour is to boost restaurant revenue during the slow hours between the lunch and dinner rushes. It typically runs for 2 to 3 hours. The exact times vary based on your restaurant’s busiest periods and how much time the kitchen needs for dinner prep but usually fall somewhere between 4 p.m. and 8 p.m. Weekend happy hours could start as early as 2 p.m.

Happy hour is particularly popular among the after-work crowd; drink specials appeal to professionals who want to shake off the stress of the day. As an extra incentive, you might also offer deals on appetizers. Or go European and offer free finger foods, such as crackers and dried fruit, during cocktail hour.

Your happy hour menu strategy will vary based on your operations and available resources. Some restaurants create a dedicated menu, while others offer new cocktails and appetizers every day or week — the variety gives customers a reason to come back. Both have advantages; a permanent menu streamlines your ordering and prep processes, but a revolving menu offers more flexibility.

Don’t be afraid to experiment in the early days. It’s a great way to test the latest drink trends and find out what your guests like most. After a few weeks, you can examine sales data and refine the menu to include only the bestsellers.

Happy hour menu ideas customers will love

As you plan a menu, start with alcoholic beverages; they’re the foundation of a good happy hour. A modest selection of discounted beer, wine, and mixed drinks accommodates a variety of tastes. Customers can still order off the regular menu, of course, but the happy hour deals will likely get the most attention.

The drinks you choose will depend on factors including:

• How easy the drink is to prepare and serve
• Whether the bartender can make a large batch in advance
• Profit margins at the discounted price
• Seasonal trends and customers’ flavor preferences
• Popularity of the beverage during regular business hours
• Current inventory and bartender preferences

As you evaluate different drink options, your best bet is to choose well-known cocktails with a broad appeal, such as:

• Old fashioned
• Gin and tonic
• Cuba libre
• Martini
• Tom Collins
• Bloody Mary
• Mojito
• Margarita 
• Rum and coke
• Beer
• Mocktails

When it comes to food, the best appetizer recipes prioritize big flavors and bite-size servings. That way, customers can take the edge off their appetites without filling up before dinner. Salty snacks, including cheese sliders, bacon-wrapped pepper skewers, and buffalo chicken dip, pair nicely with most cocktails.

Popular happy hour appetizers include:

• Mini pizzas
• Crab cakes
• Tortilla chips and dip
• Spicy feta and pita chips
• Egg rolls
• Buffalo wings
• Mac and cheese bites with bacon bits
• Grilled cheese
• French fry platters
• Spinach artichoke dip
• Sliders
• Onion rings
• Finger sandwiches
• Mozzarella sticks
• Empanadas
• Antipasto skewers
• Bacon and date bites

Consider extending your seasonal menu to happy hour — customers love trying limited-edition dishes. You could incorporate local, in-season ingredients into a standard happy hour meal or add a few holiday-themed snacks and drinks. Around the holidays, for example, get in on the festive spirit with mulled wine and spiced apple cider. In the spring, you could serve smoked salmon and avocado hand rolls.

Looking for ways to boost both food and beverage sales? Encourage customers to order more with happy hour specials. You can experiment with promotions such as:

• Discounted wine or beer flights
• Combo deals for an appetizer and two drinks
• Discount code just for social media followers
• $5 local beer or wine
• Four drinks for the price of three
• Buy one, get one half off deal on appetizers

What happy hour drinks are trending?

Your happy hour menu is the perfect place to try out new alcohol delivery trends. It’s a low-commitment experiment — if one recipe flops, you can simply remove it the next day. It’s also a fun way to try drinks that are popular on TikTok and Instagram; customers will love the opportunity to taste a viral drink without investing in the ingredients themselves. And when they inevitably post to social media, your restaurant will get a bit of free publicity.

Some of the alcoholic beverages that are trending in 2024 include:

• Nonalcoholic and low-alcohol drinks. The “sober curious” movement is going strong, and many people are looking to cut back. That doesn’t mean they don’t want to socialize at happy hour; by offering mocktails that look and taste as good as their alcoholic counterparts, you can bring in more business.
• Vintage cocktails. Is there anything more elegant than a French 75 or a Negroni? These classic cocktail recipes are making a comeback in 2024.
• Bold, fruit-forward drinks. Fruity cocktails never go out of style. This year, you can boost orders by leaning into big, bold flavors. Turn to ingredients such as mango, cranberry, lemon juice, and lime juice. Bonus points if you can work in a few fresh herbs.

Keep in mind that happy hour doesn’t need to be limited to your in-house customers — alcohol delivery is a growing trend. If your area permits it, you can expand your afternoon specials to everyone. That way, work-from-home professionals and people who want a delicious drink at home can participate, too. Just make sure you come up with delivery-friendly cocktails that adhere to local laws and survive the journey intact.

Tips for a successful happy hour

A well-planned happy hour can boost your restaurant’s bottom line. It increases revenue without excessive labor costs or major modifications to your menu. To maximize the value of the event, stick to a few happy hour best practices:

• Set expectations by sticking to the same hours every week.
• Allow ample transition time before and after happy hour.
• Consider profit margins when selecting happy hour menu ideas and setting discounts.
• Reduce utensil usage and cleanup costs by putting finger foods and skewers on the menu.
• Use exclusive happy hour menu items to attract regular lunch and dinner customers.
• Invite guests to provide feedback on new drinks and appetizer recipes.
• Offer deals to local businesses to encourage office happy hours and cocktail parties.
• Keep customers excited with happy hour themes and live entertainment.
• Use Grubhub alcohol delivery to enable cost-effective happy hour drink delivery.

Marketing is essential for a successful happy hour, especially in the beginning. Build excitement by mentioning the times and discounts on your website, in marketing emails and in advertisements. While you’re at it, try sending flyers to nearby businesses. Make sure to promote daily or weekly specials on social media to motivate spur-of-the-moment visits.

Learn why happy hour is the best hour with Grubhub

A great happy hour can fill your restaurant with cheerful customers who are happy to be out of work and hanging out with friends. To get even more people in on the fun, offer happy hour appetizer specials and alcohol for delivery. It’s easy with Grubhub — you can add alcohol to your regular menu or use Direct to build a commission-free branded ordering website. Your bottom line will thank you; adding alcohol to your Grubhub menu can boost the average order value by up to $15. If you’re ready to expand your happy hour, get started with Grubhub today.