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Mother’s Day continues to be the one of the busiest days of the year for pubs and restaurants, and with over half of Brits spending more on Mother's Day than Father's Day (according to Global Data), it's important for operators to make the most of this lucrative holiday. We asked our panel of mystery guests about their celebration plans ahead of Mother’s Day this weekend.
Unsurprisingly, the majority of guests (73%) will be celebrating on Mother's Day this Sunday, however 15% said they would be celebrating before the day and 12%, afterwards. It's worth bearing this in mind and perhaps running your Mother's Day promotions over a few weekends rather than just one. Much like with Valentine's Day, some guests want to eat out when it's a little quieter, also reducing the risk of not getting a table at their chosen venue. Additionally, for mums with both children and mothers, not to mention in-laws, sometimes it's necessary for several Mother’s Day gatherings across different days.
In terms of bookings, most of our panel like to keep things intimate, with 62% of guests eating with 2-4 people and 30% 5-7. Only 8% of guests will be dining with 8+ people.
So where will these guests be eating? Surprisingly casual dining restaurants such as your local bistro or Italian chain, beat the traditional Sunday pub lunch, with 39% choosing this option and a smaller 20% opting for the pub. 27% are actually celebrating at home with the main reason being (for 65%) that a home-cooked meal is more personal and thoughtful. 19% are staying in to save the pennies and other guests simply prefer home-cooked food or couldn't find a venue they wanted having left it too late to make a booking.
When it comes to meal times and menus, almost half of guests (48%) will celebrate over lunch, 27% over dinner and 23% in the afternoon. It seems the majority of guests want variety as over half (56%) will be eating from the full menu and only 18% from the set Mother's Day menu. This might be something for operators to consider - are your set menu options too expensive? Or perhaps too limited? Afterall with up to three of four generations in one sitting, each guest’s idea of the perfect meal might be very different.
We also asked our panel how much they are willing to spend on a set menu and 55% said £15-25, with only 21% happy to spend £25-£35. 19% would actually only spend up to £15. Bespoke Mother's Day menus can be timely and costly, including money spent on branding and promotion. A great way to entice guests with your Mother's Day offering could be including a complimentary glass of prosecco with each set menu.
Pre-planning your promotions and menus for holidays are essential. The footfall of guests is guaranteed, but if you want guests to choose your venue, you need to set yourself apart you’re your competitors. Getting your promotions and menus right for such themed events can be tricky, for support in measuring what guests think of your holiday offerings, get in touch with our team on 01225 470999 or email enquiries@hgem.com.
