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Franchises Can Tap Into The Afterhours Market

When we think of the work that franchises do best, most of it takes place within the the 9-5 working day. Some franchises, like Dunkin' Donuts, even providue an essential service for that gruelling early hours commute. But what about the afterwork hours? So much money is spent in bars and restaurants after the sun goes down that surely franchises can find a window to profit.

We've seen and blogged about mobile food franchises that service the after-pub and club scene in cities with thriving late-night culture. But for many, the most successful form of afterhours franchising is the bar and grill restaurant. Applebee's is one of the franchise milking this market at the moment.

They've been so successful with the concept of restaurants with built-in bars that Applebee's have ventured into a new frontier: nightclubs. Club Applebees is open now throughout Texas and Florida. They thrive off of theme night and karaoke and a bevy of affordable drinks and atmosphere.

"Any chain trying to figure out how to drive incremental sales has focused on alcohol and has implemented it on the local or regional level," said David Henkes, VP and head of the beverage alcohol practice at Technomic told Advertising Age. "It's a smart strategy because it's an underdeveloped daypart when you look at casual dining," and chains can only grow so much in the dinner daypart.

It'll be ionteresting to see how many franchises follow Applebee's down this late night track

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