The early bird gets the worm

The early bird gets the worm is an expression that means if you get up early in the morning, or arrive somewhere before the others, you will have an advantage.
America is famous for keeping early hours, especially compared with Europe. Spain may have the latest hours, especially when it comes to meals (lunch at 2:00 pm, dinner at 10:00 pm), so Spaniards are sometimes surprised when they travel.
The sign here is a typical one that you might see in an American restaurant, giving a discount to people who come to dinner between 4:00 and 5:00. You could see the same kind of discount for breakfast or lunch.
I have to confess that after living in Barcelona for a few years, it's hard for me to imagine having dinner at 4:00 pm! Here, we might still be finishing lunch...