The phrase denotes an offering prevalent in Chicago’s dining scene: a brunch service where, for a fixed price, patrons can enjoy unlimited alcoholic beverages, typically mimosas, Bloody Marys, or similar brunch-appropriate cocktails, alongside a meal. This differs from a standard brunch where each drink is individually priced.
The appeal of such offerings lies in their perceived value and social aspect. Diners can indulge in a leisurely meal with free-flowing drinks, making it a popular choice for celebrations, gatherings with friends, or simply a more festive weekend brunch experience. This concept has evolved from simple brunch offerings to a competitive market, with establishments vying to offer the most attractive combination of food quality, drink variety, and overall ambiance.