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“Grabbing mom’s attention and confidence will pay off down the line.” In addition to the traffic and spending Mother’s Day generates, veteran restaurateur Barry O’Donovan calls Mother’s Day the most important day of the year for another reason: “Getting things right on Mother’s Day will generate business throughout the year because mom will be a decision maker when it comes to other special events for the family,” says O’Donovan, owner of the Kilkenny House Pub and Restaurant in Cranford, New Jersey. “With these experiences, families received something interactive and personal that made for a more memorable dining experience,” explains the Ritz-Carlton food and beverage director, Dewiet Miller. The bouquet-making activity was built into the brunch price, as was a professionally photographed family portrait. Meanwhile, Elway’s Downtown, a Ritz-Carlton–directed restaurant in Denver, hosted a bouquet-making station, which allowed families to create a customized flower bouquet for mom. Others look to differentiate themselves by introducing mom-friendly activities.Īt Geja’s Café, a fondue concept in Chicago, each mom who visited on Mother’s Day 2013 received a complimentary five-minute massage while awaiting her meal.
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In previous years, the chain had offered 10 free wings to mothers.
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Last year, for instance, even Hooter’s-rarely considered a potential Mother’s Day destination-offered moms a free meal of their choice up to $10. To lure Mother’s Day traffic, many restaurants offer free or discounted items.
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“We capitalize on people wanting to experience fine dining,” he adds. “Since brunch is quicker and not coursed out like dinner, we can accommodate more people and turn tables quicker,” says Holmes, who also introduces higher-end proteins to his holiday brunches, such as lamb, and serves other special offerings, such as caviar and oysters, to create a distinctive event. He also takes reservations and rents a tent to cover his patio. To accommodate the rise in traffic on Mother’s Day, Holmes extends Olivia’s weekend brunch, typically 10 a.m. “This way you’re not pulling in a ton of new product, but keeping particular themes and ingredients going throughout the day,” she says. “Mother’s Day is really an all-day event, which gives operators plenty of time to get people in the door and showcase everything they can do,” Webster says, adding that many operators are weaving specific elements throughout the various dayparts to deliver consistency and cost savings. Interestingly, the NRA found that 23 percent of American consumers planned to enjoy more than one restaurant meal on Mother’s Day, a finding that further spotlights the day’s revenue potential. Lunch (34 percent) and brunch (30 percent) followed as the next most popular options. Dinner remains the most popular mealtime for Mother’s Day, with 55 percent of those dining out selecting an evening meal. With competition for the consumers’ attention only intensifying, more and more restaurants are looking to stand out from the crowd on these big-dollar days by delivering an experience that blends high-quality cuisine, services, entertainment, and special offers into one comprehensive, memorable package.Īccording to NRA data, an estimated 80 million American adults-more than one-quarter of the nation’s adults-enjoyed a restaurant meal last Mother’s Day. “These are the days when guests are being more indulgent and less cautious,” says Maeve Webster of Datassential, a Chicago-based firm that tracks foodservice trends. Still emerging from the economic downturn, these high-traffic dining days present restaurant operators compelling opportunities to seize new business and capture diners’ penchant for loosening their wallets on special occasions. According to two decades of research from the National Restaurant Association (NRA), Mother’s Day remains the top holiday for dining out followed by Valentine’s Day, Father’s Day, New Year’s Eve, and Easter. Holmes’ holiday experience is one matched by restaurateurs throughout the country. “People want to do something special on these days, and we have to be ready to deliver,” Holmes says. No one has to tell James Holmesthe importance of Mother’s Day, Valentine’s Day, or Easter.Īt Olivia, Holmes’ upscale Austin, Texas eatery, those three holidays combined with Father’s Day and New Year’s Eve represent the restaurant’s five busiest days of the year.