Know-How Exchange : Advertising/PR

I've seen it done both ways. As Phil suggests-- offer a discount during those hours. You can just do x$ off. Or, you can just pick something off the existing menu with special pricing.

The advantage of partial menu is you can pick things that can be prepped and done with minimal effort. Your staff will also be preparing their prep work for the busier times.

You do not have to add or change your menu. You may just do an Early Bird promo. A special discount for customers who will come in between 4-6pm. Or a free appetizer or dessert for a minimum purchase of $$$. These would certainly attract customers.

Coupons are a great idea that a lot of restaurants forget to use. Along with my regular Marketing duties I have also inherited creating coupons, table tents, menus, etc. for our customers. Coupons are great but if you really want to run this long term, then you definitely don't need to change your menu. Offer the same kind of "lunch" specials menu. This can easily be created on a single sheet of 8 1/2" x 11" paper. It's also an easy solution if you want to change the dishes you are featuring. I don't know if your restaurant offers alcohol but another idea would be calling it Happy Hour instead of Early Bird, and then along with menu specials, create some table tents that pair appetizers and beer at a special price.