The dishes at Shuggie’s are like little surprises. You get mini focaccia topped with grana padano and black pepper and fritters wrapped in seaweed with herbed cream. They even serve gypsy peppers stuffed and fried, reminding you of jalapeño poppers but with a fresh twist.
But it hasn’t been easy for owner Kayla Abe and her partner, chef David Murphy. Business dropped off significantly last year and has barely picked up since Valentine’s Day. With rising costs and fewer visitors, they decided to introduce a happy hour. They hope it will bring back regulars and attract new customers to enjoy what San Francisco has to offer.
Kayla explains, “People are definitely going out less, and that’s understandable. We’d rather make a little less money and have some business than none at all.” Their happy hour runs from Tuesday to Friday, 5 p.m. to 6 p.m., offering up to four free snacks with the purchase of a drink. These snacks are smaller versions of menu staples, like crunchy onion peel crisps with maitake dip.
Though some happy-hour traditions are making a comeback post-pandemic—like “free oyster Fridays” at El Rio—many spots have shifted focus. Nowadays, bars and restaurants are more likely to offer food discounts rather than drink deals. Shuggie’s, however, stands out with a more generous approach.
Kayla also ties their happy hour concept to a broader issue: climate change. The restaurant uses ingredients that might otherwise go to waste, like invasive boar and salmon collars. “We want to turn challenges into something beautiful,” she says. “Let’s celebrate, even in tough times.”
There’s a hint of Italian and Spanish traditions in their happy hour—where people can unwind with a drink and a small bite. “It’s about enjoying a quick snack before dinner,” Kayla adds.
So far, half of the happy hour customers stay for a full meal. Kayla is optimistic about the future. “People are lingering a bit longer, whether for more food or another drink.”
As spring unfolds in San Francisco, the community seems ready to step out again. According to recent data from the National Restaurant Association, nearly 70% of diners are looking to eat out more often this year. This might be just what restaurants like Shuggie’s need to thrive again. For more on the restaurant industry’s recovery, you can check out the latest report from the National Restaurant Association here.
With a focus on community and creative dining, Shuggie’s is transforming challenges into a celebration of flavors and togetherness.
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California, San Francisco, Food, Restaurants
