30-for-30 is the name of a new dining experience from chef Thomas Keller that's specifically geared towards introducing the Millennial demographic to the world of fine dining.
For one day only, rather than paying a full $325 for a seven-course dinner at Per Se, those who are under the age of 30 years are eligible to enjoy the same tasting experience at half the price—just $175. Additionally, Millennials may enjoy their meals with an optional $50 wine pairing. For the sake of the experience, diners may be more likely to purchase the fine wine, even if they wouldn't ordinarily pay the same price for a bottle at their local liquor store.
True to the name of the event, 30-by-30 takes place on March 30th, and will offer just 30 tables to Millennial guests only.
Millennials are not shy about shelling out money for experiences they believe to be worthwhile, but many businesses that have been sustained by tradition must innovate to make their offerings fresh and appealing to a new generation.