It’s Thanksgiving week and millions of Americans are scrambling to get their menus set and their houses in order as they prepare to host loved ones for a celebratory feast.
For restaurants, that can mean a continued concession to grocery stores, which, amid an intensely inflationary backdrop, have been priced more favorably for 18 straight months. Or, it can mean a major opportunity awaits.
For starters, Thanksgiving Eve, often referred to as “Drinksgiving” or “Blackout Wednesday,” has become one of the busiest nights of the year for bars and restaurants. According to Toast data, there were 11% more transactions on Thanksgiving Eve last year versus the average Wednesday. The average ticket size was about 10% higher. Alcohol sales compared to an average Wednesday were 70% higher (hence the “Drinksgiving” moniker).
Further, catering sales were 35% higher and takeout sales were 10% higher. On paper, it all makes perfect sense – with an intense cooking day in the kitchen on Thursday, why not rely on restaurants during the rest of the week?
That said, according to new Popmenu data, 42% of consumers plan to order from or dine at a restaurant on Thanksgiving day. This year, 37% of consumers reported that they plan to order takeout or delivery from restaurants for their Thanksgiving dinner, up from 32% last year. Another 5% plan to dine at a restaurant on Thanksgiving. Of the consumers planning to skip cooking for the holiday, 75% said they will do so because it’s easier, while 32% said it’s cheaper than buying all of the ingredients to cook at home. Twenty-three percent said they are too tired to cook, and 22% said they prefer to have a professionally cooked meal.
“Ordering in or dining out for Thanksgiving is becoming a new tradition for consumers who just want to relax and enjoy a meal versus serving as the family chef for the day,” Popmenu’s chief executive officer and co-founder Brendan Sweeney said in a statement. “Restaurants have seen $10,000 or even $50,000 in Thanksgiving pre-orders. Although it’s tougher to book something the week of Thanksgiving, there are still restaurants out there who are taking orders and reservations.”
A big chunk of restaurants in airports, along interstates, and within travel plazas should also catch a bit of a tailwind this week, as the Transportation Security Administration expects to screen a record number of air travelers, while AAA also expects a record number of road travelers.
Of course, plenty of restaurant concepts are rolling out promotions and menu items to position themselves top of mind for the occasion. Consider, for instance, Fogo de Chão, which is promoting a wagyu porterhouse and whole branzino for the holiday season. Additionally, on Thanksgiving Day, the chain is offering a Full Churrasco Experience with roasted turkey and au jus, sweet potato casserole, Brazilian apple and sausage dressing, cranberry relish, and more. To-go and delivery Thanksgiving packages also are available.
Maggiano’s Little Italy has rolled out a limited-time Thanksgiving Family-Style menu, available for dine-in or carryout on Nov. 28 at all locations nationwide. New menu selections include Butternut Squash Ravioli, "Riserva" Veal Parmesan, and Pumpkin Praline Cheesecake, available until December 4.
Denny’s take-home Holiday Turkey Bundle is available starting at $54.99 through Nov. 27, while Thanksgiving entrées are available through Jan. 7. Tous les Jours has launched a “Give Thanks” collection, including Vanilla Bean Pistachio Cake, Pumpkin Spice Caramel Cake, Lavender Lemon Cake, Ube Cloud Cake, Thanksgiving Cloud Cake, and Pecan Tartlet, available through Friday. Dog Haus has introduced a Turducken sausage, available through the end of this month. The Turducken includes turkey, duck, and chicken sausage topped with garlic aïoli, turkey gravy, onions, and scallions, served on grilled King’s Hawaiian rolls. There is also a Turducken Burrito.
Krispy Kreme now has four doughnuts inspired by Thanksgiving pies, including the Chocolate Silk Pie Doughnut, Lemon Crème Pie Doughnut, Blueberry Crispy Doughnut, and Apple Crumble Doughnut. Cold Stone Creamery has launched a Pumpkin Pie in the Sky Creation, and a Pumpkin Pie ice cream.
Dave & Buster’s just introduced a Friendsgiving deal for Nov. 27, with half-priced games, $5 drafts, and happy hour specials. On Thanksgiving Day, all D&B locations are open and featuring $5 drafts all day, $5 late-night bites, and all-you-can-eat wings. Black Friday and Cyber Monday deals are also featured at the eatertainment chain, which brings up another opportunity for restaurants to maintain some post-Thanksgiving momentum.
Indeed, Dave & Buster’s isn’t the only chain embracing Black Friday (Nov. 29) or Cyber Monday (Dec. 2). Smoothie King, for instance, is offering a free upsize Friday promo on Black Friday in which guests can get a free size upgrade and rewards members can earn triple the points. P.F. Chang’s is offering $10 off any $50-plus purchase for dine in or online guests Nov. 29 through Dec. 3. Golden Corral is offering a free $10 bonus card with the purchase of $50 in gift cards. Wahlburgers is offering a $5 bonus card with every $25 in gift cards purchased. City Barbeque, Moxies, Newk’s Eatery, and Twin Peaks are also offering gift card deals.
Also on Cyber Monday, Bar Louie will sell its signature Martinis for $8, while Sullivan’s Steakhouse and Eddie Merlot’s are selling Bar Bites from $10 to $20, as well as $5 off select Martinis and other cocktails, and $8 select wines. And, to mark Friendsgiving and through Nov. 30, Charleys Cheesesteaks will offer its rewards members who refer a friend to the program a free four-piece boneless wing order with the purchase of any regular or large cheesesteak when the referral makes a purchase.
Federal data shows that restaurant spending reached a new high compared to grocery shopping in October, with restaurant market share at 56.4%. Given consumers' intentions to utilize restaurants for the Thanksgiving holiday, that trend should continue this month.
Contact Alicia Kelso at [email protected]
