April 20 is a one of the most reliable one-day traffic events in the restaurant calendar, with chains from sandwich shops to cookie brands using this date to promote value deals, limited-time menu items, and delivery promos aimed at customers looking for indulgent food. The promotions reflect a shift in the market, as recreational marijuana is now legal in 24 states and Washington D.C. Recreational marijuana is legal in nearly 20% of Americans, making restaurants actively targeting this growing consumer base. Meanwhile, 54% of American adults now consume alcohol, marking the lowest share in 90 years of Gallup polling. The trend of 4/20 promotions reflects a shift towards cannabis culture as it becomes more mainstream. Most deals are tied to app orders, delivery minimums, or loyalty programs, which makes 4-20 useful for restaurants beyond the day of sales.