The concept refers to a meal, typically served between late morning and early afternoon, where the cost includes unlimited servings of select alcoholic beverages, often cocktails like mimosas or bellinis. This offering is paired with a food menu that may include breakfast or lunch items, such as eggs benedict, pancakes, or sandwiches. For instance, a restaurant might advertise a Saturday and Sunday offering that consists of a set menu accompanied by unrestricted refills of a specific drink for a defined period, usually one to two hours.
The appeal lies in its value proposition: patrons can enjoy a leisurely meal with free-flowing drinks at a fixed price, often making it a cost-effective option for socializing. Its popularity has grown significantly, becoming a prominent feature in many urban dining scenes. The emergence and prevalence of this dining model can be attributed to a desire for more experiential and social dining opportunities, particularly among younger demographics, and provides establishments a tool to attract a large crowd at off-peak hours.
