By Kathleen Furore
Have you ever thought about adding a late-night happy hour to your promotional plans? If not, it might be something to consider.
That’s because these late-night promotions aren’t an anomaly anymore; in fact, they’ve become “the new norm,” according to Four Dollar Jack’s, a website/blog that shares comprehensive information on bars throughout the United States.
“Late-night happy hours aren’t just a passing fad — they’ve evolved into a social staple. And bars, lounges, and gastropubs are taking note,” a Four Dollar Jack’s post explains.
While it might not be “the new norm” for Mexican restaurants, several are tapping into the trend, offering later-than-traditional happy hours in a variety of formats based on their regular hours, location, and overall client base.
El Toro Tex-Mex is one example. Customers can power up with drink and small bites specials during weekly Power Hours on Saturdays from 9 p.m. to 10 p.m. and on Sundays from 8 p.m. until 9 p.m. at any of the restaurant’s six Texas locations. The business introduced the promotion several years ago and ramped up marketing after COVID, according to El Toro’s chief operations officer and pastor John Mayes.
“We started a late-night Power Hour to get people in the door, show off our hospitality, and offer a place to enjoy a little late-night fun,” Mayes recalls, noting that staff members were in the restaurant, starting closing duties as business was winding down anyway — so why not bring in a little extra business, too?
“We did not want to take our eyes off the guests, for they are the reason we are in business,” he explains. “Power Hour brings in extra revenue [during the time] when we used to just wind down and close and have to absorb all the extra labor.”
Reserving one area of your restaurant or bar for late-night customers is one way to manage closing duties while still serving customers who stop in during that last hour of business.
Other Mexican-inspired spots taking the leap into night-time happy hours:
At Ponce’s in San Diego, customers can find $7 house Margaritas, three tacos for $9 with the purchase of a beverage, and $1 off beer Monday through Thursday evenings from 8 p.m. to 9 p.m.
At Te'kila in Hollywood, the late-night menu includes an $8 Astral House Margarita, $10 Casamigos Blanco shot, $12 Don Julio Reposado shot, $12 draft beer & shot, $2 off a Cadillac Margarita, and $18 chicken fajitas from 11 p.m. until the 2 a.m. close every night.
And at El Carmen in Los Angeles, the late-night happy hour dubbed “Vibraciones Nocturnas” features $8 Classic Margaritas, $12 for cerveza & a shot, and $3 tacos from 10:30 p.m. until 2 a.m. Sunday through Thursday.
A Business-boosting Venture
How successful can these late-night offerings be? That will vary, of course, depending on the location, hours and venue.
Mayes says El Toro’s has had a positive impact — but notes that success didn’t arrive right away.
“There has been some success over the years because guests have come to know about it. But it took time for it to take off,” Mayes says, noting that it has taken “lots of marketing campaigns and word of mouth” for it to catch on.
While Mayes says that “mostly regulars” have taken advantage of Power Hour pricing, the promotion has “brought in new guests as well.”
And he’s honest about the bottom-line benefit the promotion has produced.
“It has boosted sales somewhat, but not nearly as much as we wanted. When guests go out late at night or enjoy late-night activities, they are looking for something to do a little later. We close at 9 pm during the week and 10 pm on the weekends — not necessarily a late-night destination spot,” he says. “We have created regulars, though, who enjoy the discounts at this time. Don’t get me wrong though — if we have a large crowd that comes in, we will stay open later. That only happens every once in a while.”
Another example: Four Dollar Jack’s reports that a 9 p.m. to midnight “reverse happy hour” that a Phoenix bar launched in 2023 generated a 35% increase in weekday traffic within weeks!
SIDEBAR: New Work Trends Drive Popularity of Off-Hour Promotions
As flexible jobs, remote work, and gig economy roles replace 9-to-5 in-office schedules, people are seeking new options for socializing in “after work” hours, according to Four Dollar Jack’s, a website/blog that shares comprehensive information on bars throughout the United States.
“This shift means the traditional post-office drink crowd has splintered, and many now look for relaxation time later in the evening,” a recent blog post explains.
Those new workplace practices, combined with escalating foodservice prices, have created an opening for late night promotions.
“The cost of dining out has risen, making late-night deals all the more attractive,” the blog post says. “As one Redditor recently put it: ‘I’d rather grab $5 cocktails and half-price wings at 10 p.m. than pay $22 for a burger at dinner hour.’”
The following tips can help you get started with late-night happy hour promotions:
Offer high-quality but truly affordable options. “People want handcrafted cocktails without the $18 price tag,” the post stresses.
Lower late-night prices also have an upside: “Happy hour specials pull people in — but they often end up ordering extras,” the post says. “Smart venues offer tiered specials, like $4 well drinks or $8 craft cocktails, alongside food bundles that feel like a steal without cutting quality.”
Consider small plates and sweet cocktails. “Late-night diners often want to nibble, not feast. That’s where tapas-style options and dessert cocktails thrive,” the post suggests.
Think about social media-worthy menus. As Four Dollar Jack’s notes, “Instagram reels and TikTok food tours have turned once-quiet late-night joints into viral sensations. A well-lit burger at midnight or a $4 Margarita with neon lighting is now prime content. Some places even design their late-night specials specifically with the camera in mind.”
Case in point: “One bartender shared, ‘Our espresso martinis didn’t really take off until someone filmed a 'drinks after 10' TikTok — it brought in a new wave of customers who now come weekly,” Four Dollar Jack’s reports.
Click here to go to the next article, 2025 Independent Mexican Restaurant Report