The number of these offers is on the rise
November 5, 2024
Restaurant customers are increasingly drawn to weekend brunches featuring bottomless drinks and food — a trend that’s proving popular at places like Fringe Bar in Philadelphia.
“We’ve definitely seen an increase in interest for bottomless [options] and we have guests who come specifically for them," co-owner Liz Boleslavsky said. "But more often than not, people opt into it when they are already here."
Fringe offers guests all the Mimosas they can drink in two hours for $35. Boleslavsky says it’s one of the best deals in the city.
It might be a good deal, but it’s certainly not the only one. According to technology provider SpotOn, more than 1,200 all-you-can-eat or -drink options were added to its customers’ menus between February and August of 2024.
Top options often revolve around booze, especially Mimosas and Bloody Marys. But there are also bottomless Aperol Spritzes at restaurants like Señor Bear in Denver, where they’re $35 on weekends. All Purpose in Washington, D.C., has the same offer for $23.
“We started offering bottomless Mimosas about a year ago, and it’s been really great," Boleslavsky said. "People are definitely excited about it.”
Richard Sandoval's Tamayo restaurant in Denver offers a $50 bottomless brunch on Saturday and Sunday. The deal includes two hours of unlimited small plates and morning cocktails. But everyone at the table has to order it, and coffee, tea, juice, and guacamole aren't included.
In California, Boxwood Restaurant in Beverly Hills has bottomless brunch, too. For food only, the price runs $82 per person, and with free-flowing cocktails the price comes out to $110. It has similar rules and time limits as Tamayo.
Smitty's Bar and Grill in Uniontown, Pa., does all-you-can-eat wings each Wednesday for $17.99. At the three-unit Pizza Tugos in Maryland, game-day Thursdays mean $9.99 for endless cheese pizza and wings. Stony's Bar and Grill in Denver also serves all-you-can-eat wings for $18.
Of course, bottomless cups of coffee have been a restaurant tradition for decades, as have chips and salsa at Mexican restaurants. Olive Garden’s value proposition includes endless salad or soup and breadsticks with any entrée. If done right, these offers drive traffic at minimal cost, rather than upending the system, as happened with Red Lobster’s Ultimate Endless Shrimp deal that was a factor in pushing it into bankruptcy.
One of the original bottomless deals comes from Red Robin Gourmet Burgers & Brews, which operates more than 500 locations throughout the United States and Canada. The promotion started about 30 years ago with bottomless steak fries. Over the decades the options have expanded to more than 30 bottomless items, including root beer floats, side salads, coleslaw, kids’ mac & cheese, and more. Prices start at $3.49.
"We believe the breadth and variety of our bottomless menu provides unmatched value in particular and is a significant differentiator for us that’s resonating with our guests," president and CEO G.J. Hart said. "In fact, over the past year, we delivered on our bottomless promise to 90% of our guests, which coincides with increases in guest satisfaction and value perception scores, alongside a number of intentional improvements we’ve been making to our business to improve food quality, staffing, and more."
Although Red Robin’s extensive bottomless have proven successful, smaller operators might consider being more discerning to make sure they manage costs. Still, the bottomless hook can be a valuable tool for drawing people in.
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