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Insight of the Day: A restaurant in the US is denying entry to women under 30, men under 35


  • Age-Based Discrimination: Bliss Caribbean Restaurant in Missouri, USA, is denying entry to women under 30 and men under 35, aiming to create a "grown and sexy" atmosphere.

  • Controversial Policy: The policy has sparked debate and divided opinions, with some applauding the restaurant's decision and others criticizing it as discriminatory.

  • Not the First Instance: This isn't the first time restaurants have discriminated against certain groups; there have been instances targeting children, vegans, and those not adhering to specific dress codes.

Key Takeaway:

The incident highlights the ongoing tension between a business owner's right to create a desired atmosphere and the potential for discriminatory practices. It also raises questions about what constitutes acceptable discrimination in the restaurant industry.


While not necessarily a widespread trend, this incident points to a potential niche trend of restaurants catering to specific age demographics, raising concerns about ageism and exclusion.

Target Consumers & Age Group:

  • Target: The restaurant explicitly targets individuals over 30 (women) and 35 (men), aiming to create a more mature and sophisticated dining environment.

  • Excluded: Women under 30 and men under 35 are excluded, raising concerns about age discrimination, especially since the age restrictions differ by gender.


  • The restaurant's policy is controversial and legally questionable, potentially violating the Missouri Human Rights Act.

  • The incident has sparked a wider conversation about discrimination in the restaurant industry and what constitutes acceptable exclusionary practices.

Implications for Brands:

  • Reputation Risk: Implementing discriminatory policies can lead to negative publicity, boycotts, and potential legal challenges.

  • Ethical Considerations: Brands need to carefully consider the ethical implications of their policies and ensure they are not discriminating against protected groups.

  • Target Audience Focus: While catering to a specific demographic can be a successful strategy, brands must ensure they are not alienating other potential customers.

Implications for Society:

  • Ageism Concerns: The incident raises concerns about ageism and the exclusion of younger individuals from certain spaces.

  • Legal Implications: It highlights the potential legal ramifications of discriminatory practices in the restaurant industry.

  • Social Debate: The controversy sparks a wider social debate about the balance between business owners' rights and the need for inclusivity in public spaces.


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