The phrase refers to establishments within New York City that offer a brunch menu accompanied by unlimited alcoholic beverages, typically for a fixed price and during a specified time period. A common example involves patrons paying a set fee for an entre and free-flowing drinks such as mimosas or Bloody Marys for a duration of one to two hours.
This dining experience has gained popularity due to its combination of a late-morning meal with a social, celebratory atmosphere. Its appeal stems from the perceived value of unlimited drinks, the opportunity for extended socializing, and the chance to enjoy a leisurely meal. This concept has evolved from simple breakfast offerings to include more elaborate menus and diverse beverage options, reflecting changing consumer preferences and culinary trends.