Is Restaurant Week Worth It? Here’s How Restaurateurs Turn Discounted Dining into a Win

Before we address the costs restaurateurs absorb during restaurant week — and how to offset them, and even come out ahead — let’s settle a key point about the event itself.

The term “restaurant week” is a misnomer, as many of these “weeks” are actually several weeks. In New York and Los Angeles, for example, restaurant weeks occur twice annually and can run for up to three weeks on each occasion.

Restaurant Week 2026

The first Restaurant Week, which took place in NYC in 1992, offered a prix-fixe lunch for only $19.92.

Prices for this year’s NYC Restaurant Week are set at $30 and $45 for lunch and $60 for dinner — representing massive savings as the average cost of a fine-dining meal ranges from $150-300 per person. (Many fine-dining establishments in New York City do participate.)

Restaurant Week 2026 runs from January 20 to February 12 in NYC and January 23 to February 6 in LA. Both cities will also host summer versions of the event in July.

Pros & Cons for Restaurant Owners

These biannual events are purposely scheduled during what would typically be slow periods — the coldest months in winter after the holidays have passed, and the start of summer when kids are out of school and whole cities take vacation. Reduced pricing incentivizes those in a restaurant’s available guest pool to dine out. When they do, the typically slow period is a little less slow.

There are drawbacks, though. Heavily discounted offerings reduce profit margin, and getting repeat business from new diners can be a challenge.

How To Win as a Restaurateur During Restaurant Week

In my 20-plus years in the restaurant industry, I have opened, operated, managed, licensed and consulted with more than 30 food and beverage venues. I am a board advisor to several companies and the executive director of industry relations at ICE, where I also teach Restaurant & Culinary Management.

Through my experience (which includes numerous Restaurant Weeks), I am intimately familiar with the challenges this promotion brings, as well as the strategies restaurants can use to leverage it.

Below are thoughts on offsetting revenue and profit loss, and gaining future diners during Restaurant Week.

#1 GET IN THE GAME
Many restaurants do not participate in Restaurant Week for fear that they will lose money.

They may be concerned that while participation will bring in revenue, that revenue won’t translate to profit; or that the work required for the lower check average outcome simply isn’t worth the effort.

If not executed correctly, these both might be true. However, when done right, Restaurant Week participation can support cash flow, increase business and keep staff working and earning tips during quiet times.

#2 BE STRATEGIC WITH MENUS
During Restaurant Week, dishes need to be reimagined. While you clearly want to represent value, you do not need to mimic your current menu. Consider the following:

• Change the components of a dish by adding more vegetables and removing an ounce of protein. You can also offer a lot of extra fries in exchange for one less ounce of beef.
• Replace expensive vegetables with less expensive options (and leave the protein as is).
• Reengineer existing dishes with recipe costing in mind – such that dishes will have a higher contribution margin (the difference between the cost and the price of the dish). While your reengineered dish will be offered at a lower price, its contribution margin will be closer or equal to what it was for the original dish.
• Don’t change things too much, as that requires purchasing new products (and re-costing) and re-training. This may also upset new diners who are expecting a certain type of meal.

Having a solid understanding of recipe costing, menu engineering and contribution margins is essential for F&B owners, and they are all concepts I cover in ICE’s management program.

#3 TURN NEW DINERS INTO REGULARS
Often, restaurants and their staff view Restaurant Week as a “necessary evil.” Servers and other tipped staff often assume gratuities will be lower.

New diners who expect the same experience they would receive outside of Restaurant Week may leave disappointed because they didn’t receive the effort and attention given to regulars. This creates a self-fulfilling prophecy. These diners are not treated as well as they should be, and thus never come back.

To combat this, win over your Restaurant Week guests by treating them to a positive experience they’ll never forget. Not only will they return (if only for special occasions), they’ll tell others who may become regulars as well.

The Bottom Line on Restaurant Week

In summary, treat Restaurant Week like it’s a marketing expense, because that’s precisely what it is. It’s a cost to bring in new diners.

If you aren’t willing to expend the time and energy to do it right, Restaurant Week is not a beneficial expenditure. However, if you put in the effort required to net future business and ensure staff is aware of this goal, it’s an investment that can pay off.

The Best Restaurants Participating in Restaurant Week 2026

If you live near — or are visiting — New York City or Los Angeles (two of the world’s greatest food cities and home to ICE campuses) during Restaurant Week, here are some recommendations:

Los Angeles:

• Girl & The Goat (Chef-Owner Stephanie Izard was the keynote speaker at ICE LA’s Commencement.)
• Rossoblu (ICE graduate Steve Samson is the chef/owner.)
• Spago Beverly Hills (This iconic LA resto from Chef Wolfgang Puck has launched careers for ICE alumni, including Erin Gruber and Jessica Alferos.)

New York:

• Crown Shy (This Michelin-starred restaurant recruits ICE externs.)
• Frenchette (ICE alum Michelle Palazzo serves as director of pastry operations here.)
• Wayan (Go behind the scenes with Executive Chef and ICE alum Luisa Caicedo in the video below.)

For more in-depth restaurant management know-how, check out ICE’s Restaurant & Culinary Management program.