Mother's Day Brunch Data: 45% of Transactions on Mother's Day Are During Brunch

Every May, diners look to book the most coveted of brunch reservations, Mother's Day. Restaurants know this and gear up for diners who want to shower their mothers with Bloody Marys and avocado toast. However, preparing for such a busy shift can be tricky. Restaurant operators can prep by reviewing past Mother’s Day shift notes, accounting for walk-ins, and double-checking inventory. Pro tip: it’s NOT the day to tell a mom you ran out of French toast!

Toast is here to help you plan the best Mother’s Day brunch shift your restaurant has ever executed. We analyzed Toast platform data from full-service restaurants (FSRs) from Mother’s Day 2023 and compared it to the average Sunday in 2023 at FSRs, compiling it here with useful tips for restaurant operators. Let’s get ready to celebrate Mom!

2023 Mother’s Day insights:

• Same-store GMV (Gross Merchandise Volume) at full-service restaurants on Mother's Day 2023 was 51% higher than the average Sunday in 2023. 

• The average ticket size on Mother’s Day was 32% higher compared to the average Sunday in 2023.

• There were 14% more transactions on Mother’s Day than on an average Sunday in 2023.

• Approximately 45% of transactions on Mother’s Day were during brunch (between 10 a.m. and 4 p.m.).

• Wine sales increased by 15% on Mother’s Day when compared to the average Sunday in 2023.

• Sparkling wine sales increased by 99% on Mother’s Day compared to the average Sunday in 2023.

• Restaurant guests drank 12% less alcohol on Mother’s Day than the average Sunday in 2023.

Prepare to be busy

It’s crucial that back-of-house employees complete as much kitchen prep as possible for any holiday rush. The average ticket size at full-service restaurants on Mother’s Day was 32% higher compared to the average Sunday in 2023. This means your tables are ordering more than they usually do, or they’re going all out for mom. These families are likely ordering those extra items like a fresh fruit bowl with granola appetizer and bread pudding for dessert or potentially purchasing higher-ticket items for the special occasion.

In addition, same-store Gross Merchandise Volume (GMV) was 51% higher on Mother’s Day 2023 at full-service restaurants than compared to the average Sunday in 2023, which creates a great opportunity for restaurants. This is likely due to a combination of guests ordering more or higher ticket items and restaurants charging higher prices for the holiday.

Make sure to staff your entire restaurant accordingly, as there are also 14% more transactions at full-service restaurants on Mother’s Day than on an average Sunday4. Look at your reservation system to discover when you have the most covers scheduled. At that time, you’ll want a full staff of servers. However, when you open, you might only need a couple. Consider staggering your in-times to keep labor costs down.

The average ticket size on Mother’s Day 2023 at FSRs was $128. This is also a phenomenal day for your front-of-house staff to upsell guests. Why have a glass of wine when the table can share a bottle? Want to add a fried egg to that burger? You highly recommend upgrading to the truffle fries. After all, your mom is worth the extra $3 to substitute for the fruit salad.

The moms are brunching

Turns out mom wants quiche and coffee cake on her honorary day as 45% of transactions on Mother’s Day are during brunch1. Brunch is typically between the hours of 10 a.m. - 4 .p.m. So how can you compete against all of the other restaurants offering Mother’s Day brunch? According to a National Restaurant Association survey, 46% of respondents said they’d go to a restaurant that offers a special Mother’s Day menu. Check out our brunch menu design templates and examples here!

Similarly, 44% of respondents like the notion of a free add-in for Mom, such as a special cocktail, dessert, flowers, chocolates, or small gift. We’ve got you covered. Check out this article on Mother’s Day brunch ideas and promotions here. A flower add-on to the table goes a long way, folks.

Mom-mosas will be flowing

Another important part of your restaurant to restock before May 12th is your bar. Wine sales at FSRs increased by 15% on Mother’s Day compared to the average Sunday in 2023. We looked  at white, red, rose, and sparkling wines and found that sparkling wine sales increased by 99% on Mother’s Day3, which is likely due to the popularity of mimosas and other brunchy wine drinks. Consider prepping mimosas by the pitcher. Offer a variety of juices aside from just OJ, like grapefruit, cranberry, and pineapple. These options make for a fun mimosa flight!

I’m not a regular mom, I’m a cool mom, who drinks IPAs. Beer sales on Mother’s Day also increased by 6% compared to the average Sunday in 2023. Whether it be wine or beer, make sure your bar is stocked for the whole family’s beverage preferences. This includes plenty of grenadine and ginger ale to whip up some Shirley Temples for the kiddos. 

Guests are behaving for Mom

Here's the kicker though: despite picking up the heftier tab, we hosted a surprisingly sober soirée last year. Alcohol consumption actually dipped by 12% compared to a regular Sunday Funday. Perhaps prioritizing "make good choices" over "you're cut off!" is the greatest gift we can give this Mother’s Day.

Guests are steering clear of the hard stuff as vodka decreased in sales by 16%, rum by 19%, tequila by 20%, and gin & whiskey both decreased by a whopping 24%2. Hard seltzers also aren’t too popular with mom as their sales decreased by 15%, and cider by 7%2. All hands must be on deck for the bottomless mimosas!

So raise a glass (preferably sparkling) to the matriarchs of the world! They've earned this annual feast of bagels & smoked salmon, awkward family photos, and a temporary truce between sons and & daughters. Now, if you'll excuse me, I've got to go stake out a shaded patio table...

Methodology

1Toast analyzed the number of transactions at full-service restaurants on May 14, 2023, to determine the busiest hours transactions occurred on Mother’s Day. Percentages may not equal 100% due to rounding and early morning transactions.

2Toast analyzed transactions from same-store full-service restaurants on the Toast platform on Sundays from January 1, 2023, to December 31, 2023, to determine the popularity of beverages containing “hard seltzer, hard cider, beer, tequila, gin, rum, vodka, wine, and whiskey.” Toast then compared the May 14, 2023 average volume with the average volume of Sundays in 2023. Toast used a cohort of same-store customers on the platform since Q4 2022. 

3Toast analyzed transactions from same-store full-service restaurants on the Toast platform on Sundays from January 1, 2023, to December 31, 2023, to determine the popularity of beverages wine types “ white wine, red wine, rose wine, and sparkling wine.” Toast then compared the May 14, 2023 average volume with the average volume of Sundays in 2023. Toast used a cohort of same-store customers on the platform since Q4 2022. 

4Toast analyzed Sunday transactions from a cohort of full-service restaurants on the Toast platform from January 1, 2023, to December 31, 2023. Toast used a cohort of same-store customers on the platform since Q4 2022. 

This information is provided for general informational purposes only, and publication does not constitute an endorsement. Toast does not warrant the accuracy or completeness of any information, text, graphics, links, or other items contained within this content. Individual results may vary. Toast does not guarantee you will achieve any specific results if you follow any advice herein. It may be advisable for you to consult with a professional such as a lawyer, accountant, or business advisor for advice specific to your situation. The Restaurant Trends Report is not indicative of the operational performance of Toast or its reported financial metrics.