With 42 percent of adults eager to dine out more often, the National Restaurant Association reports a pent-up demand that could mean more spent in restaurants this year. That’s a bright spot in an otherwise gray and chilly shoulder season for the  northern Michigan restaurants gearing up for the 14th annual Traverse City Restaurant Week.

Running February 23 to March 1, 35-40 restaurants participate annually, offering prix fixe menus priced at $25, $35, or $45, with $25 menus featuring at least two courses and the higher tiers including three courses.

Amical has been a staple of the event since its launch in 2011, with management viewing it not just as a midwinter boost but as a major part of their off-peak game plan. The influx of diners “is very important to the winter business,” says general manager Jeff Libman, explaining how the event ramps up traffic for the bistro along with other hospitality industries Up North, by attracting both locals and visitors from downstate to play, stay, and dine despite the frigid temps.

“With Traverse City becoming so popular, Restaurant Week is now a destination for midwinter vacation for a lot of people,” Libman says, adding that in a typical February, Amical serves about 40 diners on weeknights and 90 on weekends.

During Restaurant Week, guest numbers more than double, with weeknight covers exceeding 80, climbing into the triple digits on the weekend. The uptick in reservations is driven by the $35 prix fixe menu, which includes an appetizer, entrée, and dessert at half the regular price – or less – designed to attract curious but dollar-shy diners. 

Yet, Libman observes, while the initial draw the first few years seems to have been that value menu, diners are now cross-selling themselves on extras, like cocktails and appetizers, generating tens of thousands of dollars during the week-long event.

“What we've seen is that people are really making an experience out of it,” he says, noting how that behavior equates to tabs close to what Amical would normally see during the rest of the winter. “The idea and spirit of Restaurant Week isn’t necessarily to make money but to give everyone something different that they haven’t seen before.”

Libman adds that the event allows restaurants to “reintroduce” themselves to the local dining community before the rush of spring visitors fills up reservations. It also provides an environment to test new dishes. Top sellers from past events, like their homemade peanut butter cup – which “sold a shocking amount” – and duck crepes, have even earned spots on the regular rotating menu.

“We track everything, we look at everything,” he says.

Over at Bushell’s Kitchen + Cocktails, building visibility with northern Michigan diners is the main goal.

“This is our opportunity to really deliver,” said co-owner Andre Bushell.

Bushell, who also co-owns Foundry Craft Grillery in Elk Rapids and Dreloco Taco in Traverse City, opened his namesake restaurant with wife, Kelci, in a soft launch this past summer. The opening was intentionally low key to give his team time to acclimate to their new space in downtown TC.

“We were very quiet because we don’t like to make mistakes,” Bushell explains.

Despite the low profile, the restaurant saw a steady stream of hungry tourists. Now, Restaurant Week is their time to reach nearby foodies “who might not have had the chance to check us out yet,” says Bushell, describing the eatery’s offerings as elevated comfort food.

While their regular menu includes rich takes on classics like a gruyere mac and cheese and hot honey popcorn chicken, the Restaurant Week menu will lean into seasonal produce offerings.

Along with a focus on braised meats, “(w)e’re going to be featuring our relationships with our local farmers..and utilizing those root vegetables,” he says.

With an average temp that hits just above freezing and outdoor seating out of the question, Bushell notes that navigating their indoor dining room’s 64-seat space will be the biggest priority.

“We’ll be making sure we manage those reservations appropriately and give everybody the opportunity to come," he says.

For Trattoria Stella, the event provides a welcome lift during an otherwise slow season. Chef Myles Anton calls it a "shot of energy,” for his team. “It’s something we can rely on. All of my employees get nice overtime, and it’s a big chunk in the middle of a usually slow winter. It gets us fired up to produce a lot of food and make a lot of people happy,” he says.

Preparation for Restaurant Week kicks off as early as Christmas for Anton and his culinary team when they start coordinating with the local vendors they source their ingredients from.

As part of their strategy for managing the increased volume of orders, the team adjusts their winter hours – which are usually 5pm-9pm Wednesday through Monday – by extending them to 4pm-9pm for each day of the week-long event.

“During Restaurant Week, we’ll bump up to 300, 350 people (eating in) every day,” Anton says. “It’s always full, and we’re cranking.”

Anton’s restaurant partner Amanda Danielson adds that staffing remains consistent throughout the year, allowing them to handle the whirlwind week without hiring additional help.

“Our staffing levels don’t fluctuate very much. Our year-round, full-time staff is sufficient to manage the increase,” she says.

The scratch-made tasting menu doesn’t shift much for Restaurant Week either.

“We’re not changing for Restaurant Week,” Danielson adds. “Everything’s still made in-house, with the same ingredients we always use. It’s a chance for people to come in and see what Stella is all about.”

Danielson’s main objective is to demystify Stella’s, noting that past Restaurant Weeks have converted first-timers into loyal, repeat guests.

“Even after 20 years of us being in business, there are still people who haven’t been here because they think it’s too fancy or a special occasion-only place,” Danielson says.

She says their regular menu strategically includes varying price points.

“Restaurant Week helps show that we’re accessible, and it’s not just about special occasions. It’s about having a great time without feeling like it’s out of reach.”