What's the Point of Extending Restaurant Week?

What's the Point of Extending Restaurant Week?
NYC & Company

We predicted it would happen, and surely enough it did. New York City's Restaurant Week, which was originally supposed to end on Sunday, has been extended through February 27.

Now, this is the kind of news that's exciting the first time it happens, but it seems like NYC & Company, the organization that sponsors Restaurant Week, should just go ahead and call February "Restaurant Month." After all, it's not the first time it's pulled this stunt, extending the lifespan of three-course $24.07 lunches and $35 dinners.

"You're correct in that there is a pattern of extending the program, but there are a variety of factors that influence that decision -- therefore it is not a given that the program will be extended each season," noted Tiffany Townsend, a representative from NYC & Company, when asked about the reason for the extension. "We extended Winter Restaurant Week 2011 because there is a genuine demand for it on both the part of the participating restaurants and the dining public. Restaurant Week provides a boost during the typically slow travel period of January and February."

Why not just create Restaurant Year next?

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