Union Reveals Data-Driven Insights for Bars and Restaurants to Maximize Saturdays, the Highest Volume Night of the Week

Union analyzes guest data from millions of orders on Saturdays, indicating that at happy hour and late night dayparts, guests tend to rack up the highest drink tabs 

Austin, TX (Nov. 28, 2023) –A new OnPrem Insights report by Union takes a unique look at the various dayparts within the busiest night for on-premise sales, Saturdays. According to Union’s data from high-volume bars and restaurants throughout the country, Saturdays represent more than 25 percent of weekly sales. 

The report provides key insights on the make-it-or-break-it night of the week to help operators maximize drink sales from happy hour through the early hours of the morning. Key takeaways from the report are as follows:

  • Happy Hour (4:00 to 7:00 p.m.) – Based on Union’s data the happy hour daypart shows the highest average total spent per guest, and evening guests who start ordering by 6:00 p.m. stay the longest and leave with the highest tabs. It also indicates that beer sells best at about 4:00 p.m., comprising the highest sales share for beer of the entire evening. 
  • Dinner (7:00 to 10:00 p.m.) – Spirits sales start to pick up and rise steadily throughout the Saturday dinner daypart, while beer and wine sales see a decline. Union data shows that as guests order rounds of drinks, there’s a slight drink price decline for spirits, as guests trade down from premium brands. 
  • Late Night (10:00 p.m. to 1:00 a.m.) – Peak hour at Union venues, meaning the largest number of tabs are open at one time, is when the clock strikes 11:00 p.m. on a Saturday night. Furthermore, a guest’s average price per drink increases for tabs opened at 11:00 p.m., indicating that more expensive drinks are being ordered from guests who open tabs later in the evening.
  • After Hours (1:00 to 4:00 a.m.) – Tabs opened in the 1:00 a.m. hour see the highest share of spirits and cocktail sales throughout the night and tequila is the spirit of choice. However, after 2:00 a.m., many guests wind down with beer. Union’s data also shows that tips tend to be the highest during this daypart.

“Saturday night is the biggest night of the week, and it’s one that operators need to think about strategically in order to maximize the opportunity,” said Layne Cox, CMO at Union. “The happy hour and late night dayparts are true growth areas for bars and restaurants in the year ahead. Our real-time data can arm venues with newfound insights that will lead to revenue growth as well as happier guests and staff, truly a win-win.”

To read Union’s full Saturday night report, visit: For more information on Union, visit To learn more about OnPrem Insights by Union, visit