Cooking schools add alcohol service (2010s)
Across the U.S., culinary schools and cooking studios began obtaining liquor licenses to serve wine and beer during classes. This turned a daytime hobby into an evening social activity, boosting revenue per seat.
Many schools saw higher class attendance and repeat customers for date-night events.
Alcohol service became a standard feature in the 'cooking entertainment' niche, now common in major cities.
Texas Culinary Institute's new license mirrors this industry trend, letting it compete for the same evening audience in El Paso.
