New Canaan Restaurant Week 2012 kicks off tonight with deals and prizes
Restaurant Week kicks off in New Canaan on Friday, Aug. 24, with 13 restaurants offering lower-cost prix fixe menus.
During Restaurant Week, lunch will be $10.12 or $15.12, and dinner will be $20.12 or $29.12.
Select dessert shops will also participate by offering special deals during the week.
while enticing out-of-towners to visit New Canaan.
For restaurants, the week provides an increase in business and exposure, though not necessarily profits.
"(Restaurant Week is) not profitable for us. It's an introduction to new people from out of town and newcomers (in town)," said Vito Derario, manager of Sole on Elm Street.
Mallesh Esarla, the manager of Thali Restaurant, also on Main Street, agreed, saying that while their margins are low, the exposure might create repeat customers.
"It's not so much profitable as it is turnover, and there is a little bit of profit, no doubt. The profit is not from the prix fixe menu, but in the wine. During Restaurant Week, we get about 40 percent more business," he said.
Murphy said this year, in an effort to encourage people to eat out for lunch and to incorporate more businesses in New Canaan, restaurants are randomly
placing prizes underneath plates.
The prizes will be good for discounts at local stores.
The Chamber of Commerce created a website entirely for
www.newcanaanrestaurantweek.com, which includes detailed information about the offers and participating restaurants.
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