With summer holidays, coastal getaways and long afternoons at the pub just around the corner, new data from hospitality commerce platform GoTab offers a glimpse into how Australians are embracing happy hour across some of the country’s favourite destinations.
And while Friday knock-offs might be an Aussie institution, it turns out the weekend has a few surprises of its own.
Drawing on ordering data from venues in Queensland, New South Wales and Victoria, the findings reveal that happy hour looks a little different depending on where you’re raising a glass, from Friday favourites in Airlie Beach to Saturday sessions in Sydney and Melbourne.
From coastal knock-offs to city sessions
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Airlie Beach loves a Friday knock-off: At Mulligans Sports Bar in Queensland’s tropical holiday hotspot, Friday takes the crown as the busiest happy hour day, making it a popular time for an end-of-week drink.
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Sydney and Melbourne are all about Saturdays: At entertainment destination Fortress, Saturday leads the happy hour charge in both cities, suggesting weekend sessions are giving the traditional Friday knock-off some competition.
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The golden hour for a drink? 5pm to 6pm: This hour accounts for 57% of happy hour orders at Mulligans, climbing to 74% at Fortress Sydney and 66% at Fortress Melbourne.
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The good times don’t stop when the specials do: At Mulligans, weekday orders continue climbing until 7pm, an hour after happy hour wraps up at 6pm, suggesting an early drink can easily turn into an evening out.
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A pint of Guinness, anyone? Forget the tropical cocktails for a moment. At Mulligans in Airlie Beach, Guinness accounts for a whopping 56% of happy hour orders.
One more round? The happy hour that keeps on giving
While happy hour might be the initial drawcard, the data suggests Australians aren’t necessarily rushing home when the specials finish.
At Mulligans, orders increase by 64% between 3pm and 5pm on weekdays, compared with 44% over the same period on weekends.
Around 20% of the venue’s weekday revenue also comes from orders associated with customers who first order between 4pm and 6pm, whether they’re taking advantage of the specials or simply settling in for the evening.
For travellers exploring a new destination or locals rediscovering their own backyard, it’s a reminder that a quick afternoon drink can easily become part of a bigger night out.
“Whether it’s a Friday afternoon in Airlie Beach or a Saturday session in Sydney, every venue has its own happy hour rhythm,” said Nathan Merriman, General Manager, Australia at GoTab.
“What we’re seeing is that happy hour isn’t necessarily the end of the outing. People are arriving earlier, ordering during the specials and, in some cases, sticking around well into the evening.”
Summer sessions are calling
With the warmer months approaching and Australians preparing for summer holidays, the findings offer an interesting snapshot of the different drinking habits playing out across the country’s hospitality scene.
Digital ordering is also shaping the experience, with QR orders accounting for 35% of happy hour purchases at Fortress Sydney and 30% at Fortress Melbourne.
“Summer is one of those times when people are out exploring, catching up with friends and making the most of longer evenings,” Merriman added.
“For hospitality venues, understanding when guests arrive, what they’re ordering and when they’re likely to stay longer can make a real difference to the overall experience.”
