NYC steakhouse stunt: A wax Don Draper mingling at the bar

Promotion seen as ‘fun, safe way’ to fill some seats during pandemic.

NEW YORK — It’s a promotion that could be straight out of the “Mad Men” Don Draper playbook.

Brooklyn’s famed Peter Luger Steak House has teamed with Madame Tussauds to have celebrity wax figures mingle with patrons, promoting the easing of coronavirus pandemic restrictions on indoor dining in New York City.

A wax Jon Hamm — known for his portrayal of ad executive Draper in the hit TV series — could be found at the restaurant’s bar last week with a cocktail in hand. Other figures on loan from Madame Tussauds include Michael Strahan, Jimmy Fallon, Al Roker and Audrey Hepburn in Holly Golightly of “Breakfast at Tiffany’s” mode.

Peter Luger “thought this would be a fun, safe way to fill some of the seats that need to remain empty as we continue to fight the pandemic,” said restaurant vice president Daniel Turtel.

As of last Friday, restaurants in the city were allowed to fill 35% of their indoor seats, up from 25% previously.

Peter Luger, in business for more than 130 years, will keep the mannequins until this week. After that, they’ll return to the recently reopened Madame Tussauds in midtown Manhattan.

A wax statue of actor Jon Hamm stands by the bar with a drink at Peter Luger Steakhouse on Friday in New York. The statue, on loan from Madame Tussauds, will help fill out the restaurant during COVID-19 occupancy restrictions.