Way back in 1992, two great New York restaurateurs got together to create something very simple. No one knew that 20 years later it would be a national and international phenomenon, spanning over 26 major cities. This year we celebrate the 20th anniversary of Restaurant Week, and boy we couldn’t be any happier.
The history of Restaurant Week is one that a lot of people do not know. When Tim Zagat, of the famed Zagat Guide, and late restaurateur Joe Baum got together to create this idea, it was a simple goodwill gesture to the 15,000 reporters coming to New York City to cover the Democratic National Convention. It originally was just a four day event and thought to be a huge short-term money loser but both Tim and Joe thought of the long-term PR benefit for New York and the industry itself.
These days, Restaurant Week is celebrated all over the world. A staggering 26 top cities across the globe now participate every year. It is done twice a year, in January and July, and spans the entire week.
So what makes Restaurant Week so fantastic? Customers love it because it gives them a chance to experience some of their city’s best restaurants for a fraction of the price. It’s great for restaurants, too, because they get to expose what they do to a group of people that probably would never have gone to that restaurant before.
Originally, the cost for the three course prix fixe menu was the same as the year. So for instance when it started in 1992, the cost was $19.92. This went on for years, well into the next decade. Now, although still very moderate pricing is offered, most menu prices range anywhere from $30 to $40.
Another reason people love Restaurant Week is that they know exactly how much they are going to spend. By having a prix fixe menu, diners know ahead of time what to expect in cost.
Now some diners, like me, will tend to add on to my Restaurant Week menu with some à la carte items. Keep in mind however, that drinks, taxes and tips are not included. Remember, although your menu isn’t at full retail, your tip should be.
I urge you all to go out this week and enjoy this event as it really has become a way the industry says thank you. Operationally, it is one of the toughest weeks a restaurant will experience – they are working three times as hard and longer, for three times less profit.
For more information and to get a listing of which restaurants are participating in San Diego, go to restaurantweeksd.com. Make reservations now as you will need them, especially for the more popular restaurants. Remember too, that most will do lunch and dinner, so if you can’t get into the one you want for dinner, try it for lunch.
