Mother’s Day is a key date for the UK hospitality industry, consistently driving significant revenue increases. It ranks as one of the busiest days for restaurants, pubs, and cafes, with a notable surge in bookings and customer footfall. This spike in business not only boosts profits but also plays a crucial role in building customer loyalty and enhancing the reputation of establishments within the local community.
According to a report by Statista, retail spending on Mother’s Day in the UK was projected to reach £1.28 billion in 2023 1. This indicates that Mother’s Day is a significant event that can have a positive impact on businesses, especially restaurants. Here are some insights and research-backed strategies to use to make the most of Mother’s Day:
1. OFFER SPECIAL MOTHER’S DAY PACKAGES
Creating exclusive Mother’s Day packages can significantly attract customers. These could include special menus, complimentary items like a dessert or a drink for mothers, or even a small gift. Tailoring packages to different price points can cater to a wider customer base, ensuring there’s something for everyone.
Consider these ideas:
Create a unique drinks menu: Wine sales are 25 to 30 per cent higher on Mother’s Day than on other days of the year. Tap into this demand by designing a Mother’s Day drinks menu, showcasing the most popular options.
Offer cocktails: Cocktails are another way to excite customers this Mother’s Day. Whether you already serve cocktails, or this is completely new to your restaurant, this addition can work to get people talking. It is also one of the best marketing ideas for Mother’s Day to encourage Instagram pictures and sharing on social media.
Design a Memorable Mother’s Day Menu: In addition to promotions, creating a special Mother’s Day menu can attract more customers. Think beyond traditional brunch options and consider offering unique and innovative dishes that cater to different tastes and preferences. Incorporate seasonal ingredients and trendy flavours to make the menu even more enticing. To accommodate families, consider offering family-style meals or sharing platters that encourage bonding and create a sense of togetherness. Highlight these special menu items on your website and social media channels to make it easy for customers to reserve their tables in advance.
See our special Mother’s Day recipe collection below for some inspiration.
2. ENHANCE ONLINE PRESENCE
In today’s digital age, a strong online presence is vital. Updating your website with Mother’s Day themes, offers, and easy booking options can improve visibility. Utilising social media platforms to promote the day with engaging content, such as behind-the-scenes preparations or special menu previews, can create excitement and anticipation.
3. LEVERAGE EMAIL MARKETING
Sending personalised emails to the existing customer database with invitations and special offers for Mother’s Day can be highly effective. Emails can include a direct link for easy reservation, ensuring convenience for the customers.
4. PARTNER WITH LOCAL BUSINESSES
Collaborating with local florists, gift shops, or entertainment venues can create unique package deals. For example, a meal at the restaurant coupled with a discounted bouquet from a local florist. Such collaborations not only enhance the customer experience but also foster community relationships and cross-promotion.
5. FOCUS ON EXCEPTIONAL SERVICE
Lastly, ensuring top-notch service on Mother’s Day is paramount. Staff training to handle the busy day, maintaining high food quality, and adding personal touches like a handwritten note for mothers can leave a lasting impression. Positive experiences lead to good reviews, word-of-mouth recommendations, and repeat business.
Mother’s Day is a great opportunity for restaurants to boost their reputation and profits. By creating a limited-time event and providing special treatment for mums, restaurants can leverage this occasion to their advantage.
For chefs, this day is more than just another busy service; it’s a chance to create memorable experiences that resonate with guests. The focus should be on crafting dishes that not only appeal to the palate but also evoke the warmth and appreciation synonymous with Mother’s Day. Chefs can use this occasion to experiment with seasonal and local ingredients, presenting dishes that tell a story and connect with the diners on a personal level. Happy Mother’s Day! ????
Sources: 8 Restaurant Marketing Ideas for Mother’s Day (2023 Update): Mother’s Day: retail spending in the UK 2023 | Statista: How to increase restaurant sales: 10 smart strategies for 2023