Increase profits with a better happy hour

Happy hour is big. Here’s how to make it bigger.

Happy hour is rarely only an hour, but it usually inspires happiness for consumers and operators. The daypart, usually three hours long, is a crowd-pleaser for consumers and lucrative for operators. In fact, 62% of consumers say time-based deals (like happy hour) increase the likelihood of visiting a restaurant.¹

Operators can make happy hour even more profitable by elevating their food and beverage menus.

Here are some ways to cash in on this robust daypart:

 Offer a spin on traditional favorites

Fried food is a staple for happy hour menus, and adding a new twist to a familiar favorite can help increase sales. 1 in 4 consumers are willing to try a new food item if it’s a unique twist on something they already enjoy.² These Elote Loaded Cheesy Dippers using Anchor^® Cheesy Dippers are beautifully tossed with zesty Tajín, grilled corn and crumbled cotija.

Use complementary flavors

Other flavors also work well to update legacy favorites. Nearly two in three consumers (63%) agree fries can be considered a main dish, not just a side, especially when loaded with toppings or seasonings. Popular seasonings range from classics like salt (77%) and garlic powder (31%) to bold options like parmesan (22%) and Old Bay (19%). And dips matter too: ketchup (68%), ranch (33%) and cheese sauce (28%) lead the pack.³

Sauces are particularly popular among Gen Z consumers —

These Horsey Shrooms using Anchor^® Butter Breaded Mushrooms are a great example, served with a zesty horseradish dipping sauce.  

Include lighter beers

While IPAs remain popular, consumer preferences are shifting toward lighter and lower-ABV options. They’re looking for balance when they dine out. For example, more than 75% dined out in January, with half stopping at bars for drinks. A third say they want healthier food and drink choices, and one in four plan to cut back on alcohol. Beer still dominates on-premise sales at 40.5%, while non-alcoholic beer is surging — up 33.7% year-over-year.⁵ That makes lighter and zero-proof options a smart play for happy hour menus.

Tap into hot trends

Lighter beers pair well with spicy food, and flavors such as Nashville Hot are on-trend now for everything from chicken to plant-based appetizers.

Consumers can’t get enough of the sweet and spicy trend. The “swicy” trend (sweet + spicy) is exploding, with hot honey usage on restaurant menus up 111% since 2009.6 And it’s not just a fad: 82% of consumers say they’re drawn to foods and beverages with hot and spicy flavors.⁷ Adding a touch of heat to familiar favorites is a simple way to keep menus on-trend and guests coming back for more.

Small plates provide a good way to sample new flavors. Operators also employ beer flights, or sets of 4-ounce pours, to encourage customers to try different beverages with these premium appetizers.

Whether it’s a new iteration of a popular appetizer or a bold new flavor that is on-trend, operators should update their offerings to satisfy consumers’ desire for happy hour food and beverages.

 SOURCES
¹National Restaurant Association; 2025 State of the Restaurant Industry Report.
²CEU; Appz Trends and Insights.
³TalkResearch; 2025 Study commissioned by McCain Foods.
⁴Technomic; Ignite Menu & Consumer Insights Q3 2023–Q2 2024.
⁵ CGA; 2025 On Premise Impact Report.
⁶IFT; 2025 Outlook Flavor Trends.
⁷Supply Side Food & Beverage Journal; Trending Flavors Coming in Hot.