As the recession takes a bite out of food sales, restaurants are paying more attention to customers by focusing more of their efforts on beer, wine and spirits.

Several chains have started happy hours, while others are remodeling to create new bars or call more attention to existing ones.

The Cheesecake Factory last month started the first happy-hour promotion in its 31-year history, selling appetizers and many drinks for $5 apiece in its restaurants. The California-based chain hopes to fill its restaurants when it's not normally busy -weekdays from 4 to 6 p.m. - and to draw "people who might not otherwise be able to afford to come to us" during tough economic times, Chief Marketing Officer Mark Mears said.

Late last year, Ruby Tuesday started a $5 premium-cocktail program. In January, P.F. Chang's China Bistro launched a happy-hour menu with drinks and appetizers for $3 to $6.

Generally viewed as more profitable than food, alcohol has always been an important sales point for restaurants. In a recession, beer, wine and liquor can lure new customers or boost the checks for the ones already there.

Sales at some sports-themed restaurants, which tend to sell a lot of alcohol, have held up well. Buffalo Wild Wings Grill & Bar, where alcohol makes up 26 percent of sales, has seen rising numbers.

First-quarter reports from public restaurant companies rolled in this week and have highlighted a long-awaited return of guest traffic after nearly two years of eateries losing customers who have been reluctant to spend.

Restaurant executives from McDonald's, Chipotle, The Cheesecake Factory and Brinker International all said they have begun to see increased traffic trends, leading to same-store sales improvements and increased bottom lines.

"Guest traffic improved significantly from fourth-quarter levels," said David Overton, chairman and chief executive of The Cheesecake Factory Inc., "and we believe that as consumers become more comfortable with discretionary spending, they are returning to their favorite restaurants first."

Jack Hartung, chief financial officer at Chipotle Mexican Grill Inc., said during a conference call this week that it appears consumers are out spending again.

"It looks like consumer confidence, from all the different resources we've seen, consumers are more confident today," he said.

Lockye, Sarah. "Restaurant results show consumers dining out again" Restaurant News April, 2010.
Pedicini, Sandra and Gliovis, Jaclyn. "Restaurants focus on alcohol to boost business" SunSentinel March, 2010.

Dawn Burch joined the Fintech Sales Team in February 2010. She brings a wealth of sales, marketing, and advertising experience to her Account Executive position. She was born and raised in Columbia, Maryland and worked as a National Account Sales Administrator for Patuxent Publishing, after graduating The University of Maryland - College Park with her BA degree in Communications. Prior to joining Fintech, Dawn worked as a Booking Agent/Marketing Director for Delatorro Worldwide Empowerment.In her spare time, Dawn enjoys writing movie scripts, reading motivational material, and encouraging and empowering women to become more successful.