The beverage alcohol category gets more competitive every year, making it harder for restaurants and bars to stand out with unique offerings. Chain operators that have to roll out their offerings across multiple locations and concepts face particular challenges keeping up.
Where the stars of location and lack of competition align, late-night dining can create a destination niche. Operators that keep their kitchens open can attract an underserved potential customer base of fellow restaurant and bar employees, among other guests looking for a late-night bite and beverage.
Whether they are called apptails, couptails, or minis, appetizer-sized cocktails are small in size, but big on charm. They appeal to indecisive guests who just can’t pick one drink from the list, as well as those concerned about the amount of alcohol in ordering several full-sized libations.