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.
[5] 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.
[4] The prevalence of early bird dinners at American restaurants increased in the 1970s, as inflation caused a rise in Social Security payments, and more retired people could afford to eat at a restaurant.
[4] In the early 21st century, the offer became less common, as retiring baby boomers avoided things they associated with their parents' generation, and other options, especially fast food restaurants and delicatessens within grocery stores, offered hot food at lower costs all day long.
[4] Another approach is to offer other kinds of discounts, such as coupons or a menu with smaller portions at a lower cost.