By Flavor & The Menu
January 8, 2023

Afternoon, often considered a “slump time” when motivation to carry out daily tasks wanes, provides a white-space opportunity for innovation. With the continued increase of consumers working from home or operating on a hybrid schedule, traditional post-work happy hours with colleagues are less common. Operators have begun to redefine how to optimize the afternoon occasion.

DANIEL CARPENTER, Managing Director and Partner, Sterling-Rice Group

This is an opportunity for larger players to finally capitalize on the afternoon daypart, now that consumer mindset has shifted and traffic patterns have evolved.

JEFF MILLER, Founder and Co-CEO, Cutting Edge Innovation

Consumers are seeking variety and value during these hours. It’s a great opportunity for non-alc options like hand-shaken iced coffee and tea programs, low-ABV cocktails, extended daily happy hours or an all-day happy hour with select menu items.

TONY PEREYRA, Co-founder, The Spirits in Motion

With so many people having unconventional schedules, the ability to create snack menus and look for other ways to utilize food and beverage inventory is a big opportunity for operators.

CHRIS AQUILINO, Chief Culinary Officer, Further Culinary Group