Perhaps it’s due to the growing work from home culture, or perhaps it’s the result of early Friday knockoffs. But Esca Group Co-Founder Ibby Moubadder is noticing a shift in midweek consumer behaviour.
“Thursday nights are busier. Turnover and covers have steadily increased, and Wednesday nights are also showing potential, although they’re still a bit inconsistent,” says Moubadder.
Moubadder has noticed that while Friday nights remain busy, they’re no longer the peak they once were – now sitting more on par with Thursdays.
“That said, when we look at Thursday and Friday combined, overall numbers are still comparable to pre-COVID levels. It just shows that demand is spreading differently across the week.”
The restaurateur believes the biggest factor is the rise of flexible work, with more people working from home at the end of the week or taking Friday off entirely, making it more appealing to go out on midweek evenings.
Esca Group has venues in Sydney CBD (Jōji, Aalia), Surry Hills (Itō, Nour, Henrietta), and Parramatta (Lilymu).
“In our CBD venues, Thursday lunches have picked up significantly. In contrast, Thursday lunches in Surry Hills are still quieter. But across the board – CBD, Parramatta and Surry Hills – we’re seeing stronger Thursday nights and slightly softer Fridays. The shift is more about when people go out, rather than whether they go out at all,” he says.
For venues looking to adapt to the change and draw a midweek crowd, he says adding value to the experience is tantamount, whether through special offers or events.
“At Jōji, for example, we’ve introduced live music every Wednesday from 7pm to give people a compelling reason to head out on a night they might not otherwise, with a lineup featuring a rotating roster of talented musicians,” says Moubadder, whose choice of talent reflects the atmosphere he wishes the venue to present (“think smooth sounds and soulful vocals”).
“Whether you’re already out in the city or tossing up whether to leave the house, these small but intentional moments of entertainment can really tip the scales and turn a quiet Wednesday into something special.”
