This week, Pat Cobe, senior menu editor of Restaurant Business, and Bret Thorn, senior food & beverage editor of Nation’s Restaurant News and Restaurant Hospitality, discussed national food holidays. In a nutshell, they’re not huge fans of promotions like National Chicken Wing Day or National Tequila Day, but they do acknowledge that promotions around them can be effective marketing tools and traffic drivers, which are particularly important these days as costs rise and guest counts decline.

Pat discussed her recent visit to La Palapa, a Mexican restaurant that has been in New York City’s East Village at least for a couple of decades. She gave top marks to the margaritas, guac and churros, enjoyed everything else, and was pleased to see that the restaurant was busy.

Bret is continuing to explore his new neighborhood of Sheepshead Bay in Brooklyn, New York, including Wheeler’s, a bar and restaurant that, like La Palapa, has been around for decades and serves large portions of perfectly fine food.

They also discussed New York Restaurant Week, which is actually a month long this year, and shared strategies for the best ways to capitalize on it (in short, don’t cheap out; put your best foot forward).

Then Bret shared clips from his conversation with Trevin Hutchins, beverage director of Aphotic, a seafood restaurant in San Francisco, where he offers a very ambitious beverage program, including house-distilled gin that has seaweed as its main botanical.

Hutchins also offers a non-alcoholic beverage pairing for the restaurant’s tasting menus for which everything is made in-house, and he went into detail about the process for putting that together.