Early bird dinner is a
dinner
Dinner usually refers to what is in many Western cultures the biggest and most formal meal of the day. Historically, the largest meal used to be eaten around noon, midday, and called dinner. Especially among the elite, it gradually migrated to ...
served earlier than traditional dinner hours, particularly at a
restaurant
A restaurant is an establishment that prepares and serves food and drinks to customers. Meals are generally served and eaten on the premises, but many restaurants also offer take-out and Delivery (commerce), food delivery services. Restaurants ...
. Many establishments offer a seating prior to their main dinner seating with a reduced price menu, often more limited in selection than the standard dinner menu. Some restaurants offer specific meals or meal options which are sometimes referred to as "early bird specials".
The term was first used for a clothing sale in 1904, and then in restaurants in the 1920s.
The hours which are deemed as "early bird" hours differ, depending on the locale and the establishment. Early bird seating may be as short as one hour or may be several hours long. It may use a
prix fixe
Prix was an American power pop band formed in Memphis, Tennessee, in 1975 by Tommy Hoehn and Jon Tiven. The group ended up primarily as a studio project. Its recordings were produced by Tiven along with former Big Star member Chris Bell, who ...
menu.
Generally, the idea is for the restaurant to increase revenue and profitability by offering lower-cost meals to attract price-sensitive customers, such as middle-class families and retired people, at a time when the restaurant would otherwise be empty.
Rise and fall
The prevalence of early bird dinners at American restaurants increased in the 1970s, as
inflation
In economics, inflation is an increase in the average price of goods and services in terms of money. This increase is measured using a price index, typically a consumer price index (CPI). When the general price level rises, each unit of curre ...
caused a rise in
Social Security
Welfare spending is a type of government support intended to ensure that members of a society can meet basic human needs such as food and shelter. Social security may either be synonymous with welfare, or refer specifically to social insurance ...
payments, and more retired people could afford to eat at a restaurant.
In the early 21st century, the offer became less common, as retiring
baby boomers
Baby boomers, often shortened to boomers, are the demographic cohort preceded by the Silent Generation and followed by Generation X. The generation is often defined as people born from 1946 to 1964 during the mid-20th century baby boom that ...
avoided things they associated with their parents' generation, and other options, especially
fast food restaurants
A fast-food restaurant, also known as a quick-service restaurant (QSR) within the industry, is a specific type of restaurant that serves fast food, fast-food cuisine and has minimal Foodservice#Table service, table service. The food served ...
and
delicatessens
A delicatessen or deli is a grocery that sells a selection of fine, exotic, or foreign prepared foods. Delicatessens originated in Germany (contemporary spelling: ) during the 18th century and spread to the United States in the mid-19th centur ...
within grocery stores, offered hot food at lower costs all day long.
The offer has become more popular with some younger groups, especially when the economy is weaker.
Alternatives
Early bird dinners are often stereotypically associated with
elderly
Old age is the range of ages for people nearing and surpassing life expectancy. People who are of old age are also referred to as: old people, elderly, elders, senior citizens, seniors or older adults. Old age is not a definite biological sta ...
people, and, by association, with
retirement communities
A retirement community is a residential community or housing complex designed for older adults who are generally able to care for themselves. Assistance from home care agencies is allowed in some communities, and activities and socialization opp ...
in
Florida
Florida ( ; ) is a U.S. state, state in the Southeastern United States, Southeastern region of the United States. It borders the Gulf of Mexico to the west, Alabama to the northwest, Georgia (U.S. state), Georgia to the north, the Atlantic ...
, but are offered throughout the
United States
The United States of America (USA), also known as the United States (U.S.) or America, is a country primarily located in North America. It is a federal republic of 50 U.S. state, states and a federal capital district, Washington, D.C. The 48 ...
.
The association with lower-income elderly people has produced a stigma. This is sometimes avoided by re-branding the offering with names such as "twilight dinner", "sunset dinner" or "happy hour".
Another approach is to offer other kinds of discounts, such as coupons or a menu with smaller portions at a lower cost.
See also
{{portal, Food
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List of restaurant terminology
This is a list of restaurant terminology. A restaurant is a business that prepares and serves food and drink to customers in return for money, either paid before the meal, after the meal, or with a running tab. Meals are generally served and eaten ...
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Blue-plate special
A blue-plate special is a discount-priced meal that changes daily. The practice was common from the 1920s in American and Canadian restaurants through the 1950s, especially in diners and greasy spoons. , there are still a few restaurants and din ...
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Happy hour
Happy hour is a marketing term for a time when a venue such as a restaurant or bar offers reduced prices on alcoholic drinks. Discounted menu items like appetizers are often served during happy hour. This is a way for bars and restaurants to ...
References
Dinner
Restaurant terminology