Fine dining establishments – the restaurant segment hardest hit by the recession – are finally getting a break, thanks to the collision of two holidays this weekend.
Diners are estimated to spend $8.5 billion eating out for Valentine’s Day, compared to the $7.8 billion spent in 2009, according to market research firm IBIS World. The Los Angeles-based consulting firm credited the 8.2 percent gain in dining out sales on the upcoming President’s Day weekend.
Another lift – the romantic holiday falls on a Sunday, which typically triggers food celebrations Friday through Sunday.
“Restaurants are likely to gain traffic throughout the entire weekend,” said IBIS senior analyst Toon van Beeck.
Locally, restaurants are feeling the bliss from cupid’s strike.
Many Orange County restaurants are already booked for the entire weekend – with some diners having sought reservations as early as Christmas.
“Having Valentine’s Day on a Sunday is restaurateur’s dream,” said JC Clow, managing partner for the critically acclaimed Winery Restaurant in Tustin, which is offering an $89-per-person menu for diners.
Lucca Cafe chef-owner Cathy Pavlos said her Irvine restaurant began receiving calls for Valentine’s Day reservations in early January – a signal that diners who have cut back are ready to get out this year.
“This is the first time in our four years that we’ve had early bookings,” Pavlos said.
Five Crowns General Manager Chris Szechenyi said diners have “more gusto” this year compared to 2009. “People are really celebrating this special holiday over the whole weekend.”
The Cellar in Fullerton, Fleming’s Prime Steakhouse in Newport Beach and The Beachcomber at Crystal Cove are also reporting sold out tables for the weekend. Fleming’s operating partner Russ Bendel said he’s even getting “extra Monday business.”
Antonello Ristorante near South Coast Plaza normally closes on Sunday. But for Valentine’s Day, managing partner Thad Foret knew he had to open to take advantage of the day.
Diners snapped up all his reservations three weeks ago. The demand even forced him to open earlier than expected (4 p.m.) on Sunday to fit everyone in, he said.
“I love it when (Valentine’s Day) falls on a Sunday,” Foret said.
Jimmy Ulcickas, one of the founders of the Bluewater Grill restaurants in Orange County, said: “Valentine’s Day falling on a Sunday, followed by a holiday the next day, is the perfect storm for restaurants.”
The increased foot traffic is a long overdue pick-up-me-up for white tablecloth establishments.
Casual and upscale dining chains have struggled the most during the recession compared to the fast-food industry. In Orange County, dozens of big brands and mom and pop restaurants have been forced to close over the past two years because of plummeting foot traffic.
Many operators hope that Valentine’s Day sales could be an indicator that the industry is headed for a rebound.
Overall, restaurant sales are projected to reach $580 billion in 2010, a 2.5 percent increase compared to 2009 sales, according to the National Restaurant Association. In the prior two years, the association projected negative sales growth for the industry.
“The past two years have been a very challenging time for our industry,” said NRA President Dawn Sweeney. “While there are still substantial challenges ahead, we are encouraged that the outlook is improving.”
Mindful that diners aren’t ready to splurge too much even on a special occasion, some local restaurants are enticing couples with special cheap, but chic menus. One French bistro is even offering a gourmet, three-course meal for takeout.
Chef Pascal Ohlats, owner of Brasserie Pascal in Newport Beach, is whipping up a $70 per couple to-go package that includes pates, salmon remoulade, a choice of two entrees (filet mignon, grilled salmon or Provencal seafood fettuccini) and strawberry cake.
Ohlats, who also owns the better known Tradition by Pascal in Newport Beach, said he concocted the takeout meal for couples wanting an affordable gourmet meal at home.
“It gives another option for couples who don’t want to deal with crowded restaurants,” he said. “They can have a nice romantic dinner at home, easy to prepare and of high quality.”
Cha Cha’s Tacos & Tequila in Brea, which opened in August, is offering a $24.95 per person three-course meal on Saturday and Sunday to couples still sensitive to three-digit check tabs.
“We are offering a ‘Sweetheart Deal’ during these tough economic times, instead of gouging guests for the sake of (a) one-day sales increase,” said owner Don Myers. “We feel it is a long-term feel good promotion that will bring them back for other special events.”
MORE: For a list of Valentine’s Day dining suggestions, read OCR’s Food Frenzy blog. For a list of Valentine’s Day food and retail deals, read OCR’s OCDeals blog.
Contact the writer: nluna@ocregister.com or 714-796-6756. Checkout my fast food blog at ocregister.com/fastfood
