Stay up late

Stay up late

Several national chains, pumped up by marketing campaigns that showcase indie-rock bands or special after-hours menus, have found new opportunities in the hours following the dinner daypart.

But while late-night operations can add incremental profits, foodservice strategist Dennis Lombardi of WD Partners in Columbus, Ohio, says extended hours aren’t right for every operator.

“It’s really a function of how well the brand is perceived as filling a late-night need,”

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