SANTA MONICA Calif. Monday nights used to be dead at JiRaffe, a Cali-French outpost here owned by chef Raphael Lunetta. While diners scrambled for one of its 80 seats Thursday through Saturday, on Mondays “they wouldn’t come near us,” Lunetta says. With a $65-per-person check average, Lunetta knew price was part of the issue, so he considered how to increase value for customers without killing profits. The result was Bistro Mondays, a night when JiRaffe’s white tablecloths are ...
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