While guests toasted to Mom at brunch, many celebrated Dad with ribeyes and beer. According to Toast restaurant transaction data, the average check size at full-service restaurants on Father’s Day in 2024 was 20% higher than a typical Sunday in 2024. Guests seem to be willing to spend more to make the day special.
We analyzed Toast platform data from Father’s Day 2024 and compared it to the average Sunday in 2024, the average Sunday in June, and Mother’s Day 2024. These findings highlight how dining behavior shifts on Father’s Day.
From higher ticket sizes to shifts in ordering patterns, here’s how diners celebrated Father’s Day this year, and what the numbers say about how the holiday continues to evolve for restaurants across the country.
Key takeaways
Father’s Day food trends
Restaurants were busier than usual
Same-store GMV at full-service restaurants was 30% higher on Father’s Day 2024 than the average Sunday. This boost likely comes from a mix of factors: special holiday menus, larger parties, and guests treating Dad to a nicer meal. Whether it was a prime rib dinner, a top-shelf liquor, or an extra round of appetizers, diners weren’t holding back. After all, Dad’s not grilling on his day, he just might order the steak and the porter.
In addition to bigger check sizes, which were up 20%, more people dined out overall. Transactions at full-service restaurants rose 9% compared to a typical Sunday. Whether it was brunch with the family or a dinner date with just Mom, restaurants were busier than usual, proving that Father’s Day is still a busy day for restaurants.
Father’s Day dining was consistent
Father’s Day dining in 2024 was consistently elevated throughout the day compared to the average Sunday in 2024.
Restaurant transactions gradually increased throughout the morning and peaked between 1 p.m. and 2 p.m., with each hour accounting for 10% of the day’s transactions. That momentum continued into the evening, with another spike during the dinner hours at 6 p.m. and 7 p.m., each saw 10% of total daily transactions.
Between 12 p.m. and 7 p.m., restaurants saw consistently high volume. This pattern suggests that Father’s Day celebrations tend to revolve around meals that span lunch and dinner, rather than focusing on one key seating. The data also implies that restaurants may benefit from staffing evenly and preparing for steady business over an extended period, rather than anticipating a narrow rush.
Steak, BBQ, and Pie, oh my!
Forget light bites. On Father’s Day, guests leaned into big, satisfying plates. Compared to the average Sunday in June, steak orders soared by 66%, making it the undisputed star of the day. BBQ wasn’t far behind with a 55% jump, and pizza and pie both saw a 47% boost.
Seafood (+44%) and pasta (+36%) also saw meaningful gains, suggesting guests were still craving an elevated experience. Mexican dishes like enchiladas (+30%) and fajitas (+34%) also saw an increase in sales.
What guests were drinking on Father’s Day
Forget the Old-Fashioned, Dad ordered a G&T. Whiskey and tequila sales held steady compared to a typical Sunday, showing no meaningful lift. Instead, guests reached for brighter, more refreshing options: Gin orders rose 23%, beer was up 19%, and rum saw a 12% bump. Even vodka made a gain of 5%.
The drinks leaned crisp and easy. The spike in gin might point to a rise in Gin and Tonics, or summery gin cocktails, while the increase in beer suggests guests might have wanted something ice-cold with their BBQ. Father’s Day wasn’t about heavy pours, it was filled with relaxed sipping.
Mom vs. Dad: How dining trends shift between the two holidays
When it comes to restaurant sales, Mother’s Day came out on top. Same-store gross merchandise volume (GMV) on Father's Day 2024 was 15% lower than on Mother’s Day. That’s not just due to fewer guests, as the average ticket sizes were also 11% lower, and transactions were down 4%.
But just because Dad’s Day brought in fewer dollars doesn’t mean guests weren’t celebrating; it was just a different kind of celebration.
On Mother’s Day, diners ordered big, elegant meals and toasted with wine. On Father’s Day, wine sales dropped 25%, while beer was the drink of choice, climbing 10% compared to Mother’s Day.
It paints a pretty clear picture: Mother’s Day was a refined affair, all brunch and wine. Father’s Day was more casual, favoring BBQ, beer, and a slice of pie.
How Dads dine
This data shows that Father's Day follows its own rhythm, one defined by consistency rather than spikes. The day is marked by a steady flow of guests from breakfast through dinner. Guests are looking for a good meal and refreshing drinks. To watch how this data has shifted over time, check out our Father’s Day 2023 insights.
Methodology
Toast analyzed transactions at full-service restaurants on Sunday, June 16, 2024, and compared them to the average Sunday in 2024, the average Sunday in June 2024, and Mother’s Day 2024.
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