Typically reserved for the hours between 2 p.m. and 6 p.m., when customer traffic tends to be slowest at restaurants and bars, happy hour helps bring in extra business with events, discounts and/or promotions. This moniker is rooted in the Prohibition era, when happy hour took place at speak-easies prior to people going out to dinner at restaurants where alcohol was prohibited.

Happy hour may consist of drink and food specials, small plates, pairings or drink flights and is a good vehicle for introducing limited-time offers (LTOs). “Happy hour went away for a while [during the pandemic], so we’re talking about it coming back,” says Erica Holland-Toll, culinary director at The Culinary Edge, headquartered in San Francisco. “Everyone is excited to get back in spaces together.”