Mother’s Day by the numbers: What restaurants should plan for

Mother’s Day isn’t just another day on the calendar—it’s the mother of all dining days for the hospitality industry, packed with last-minute reservations, group gatherings, and high demand. For restaurants, being prepared can make all the difference in maximizing revenue and delivering a memorable guest experience.

We crunched the numbers on Mother’s Day booking trends from 2024 to help you get ahead of this year’s rush. From when bookings were made to what kind of experiences diners were looking for, here’s what you need to know—and how to turn these insights into a winning strategy for your restaurant.

Get ready for last-minute bookings

Mother’s Day is one of the busiest dining days of the year—and last-minute reservations are the norm. In fact, over 35% of bookings were made within two days of the holiday last year, according to OpenTable data. Here’s a breakdown:

• Day-of reservations: 19% of bookings
• 1 day before: 11% of bookings
• 2 days before: 7% of bookings

How your restaurant can prepare

1. Release last-minute booking slots – Since most bookings happen 1-2 days in advance, keep your availability updated to attract those late planners, and consider releasing additional reservation slots closer to the holiday.
2. Offer your waitlist online – Let last-minute planners get in line before they get to your restaurant by offering your waitlist online. Not only does it help your restaurant get seen regardless of availability, it’ll free up congestion at your host stand during the busy day.
3. Never miss a booking with AI voice assistants – On a hectic day like Mother’s Day, your staff needs to be fully present—not answering the phone every few minutes. Use a lifelike voice assistant to answer calls, take reservations, and deliver a consistent brand experience to guests. OpenTable integrates seamlessly with PolyAI and Slang.ai.

Parties of 2-4 people dominate Mother’s Day

Last year, Mother’s Day saw a wide variety of party sizes dining—but most people dined in groups of 2-4 guests (over 70% of bookings). Still, large groups of 6+ people made up nearly 16% of Mother’s Day reservations. Here are last year’s seated reservations by party size:

• 1 person: <1% of reservations
• 2 people: 25% of reservations
• 3 people: 21% of reservations
• 4 people: 27% of reservations
• 5 people: 11% of reservations
• 6+ people: 16% of reservations

How your restaurant can prepare

1. Prioritize two-tops and four-tops – Customize your floor plan to reflect the demand for parties of 2-4 people. For larger groups, offer seating options like banquet tables, or encourage them to consider your private dining options.
2. Reduce no-shows by engaging guests early – Communicate with guests via emails, SMS messages, or customizable direct messages to keep people engaged and minimize last-minute cancellations and no-shows.
3. Leverage prix fixe menus to help increase efficiency – Offering prix fixe menus or family-style dining options can help streamline operations by allowing for better inventory control and faster service, especially during peak times.

Brunch reigns supreme, but don’t overlook early-bird dinner

It’s no surprise that brunch dominates Mother’s Day dining—last year, over 40% of all Mother’s Day bookings were between 11 am and 2 pm. But while it’s smart to focus on mid-morning crowds, you shouldn’t underestimate the early-bird dinner rush. Reservations between 5 pm and 6 pm account for almost a quarter of all bookings, likely due to families celebrating together with an early meal. 

How your restaurant can prepare

1. Staff up for both peaks – Ensure you have enough coverage for brunch and early dinner and consider menu items that work across shifts, like smoked salmon or savory tarts and flatbreads.
2. Optimize table turnover – The key to handling peak times is table turnover. Consider capping dining times at 1.5-2 hours to maximize your seatings and integrate your POS so tables can be statused automatically.
3. Drive demand during off-peak times – Run OpenTable digital marketing campaigns to fill slower Mother’s Day shifts—think 3:00 – 5:00 PM. Only ever pay for seated guests. Incentives like a discount or free app can also help attract diners during these hours.

Buffets are a crowd favorite

Mother’s Day isn’t just about filling up tables—it’s about celebrating moms and giving diners an experience they’ll remember. As you plan for the occasion this year, keep in mind the most popular categories of Experiences booked on OpenTable last year. 

Top 5 most popular Experience tags:

1. Buffet
2. Bottomless Brunch
3. Tasting Menu
4. Live Entertainment
5. Chef’s Table

How your restaurant can prepare

1. Promote your brunch experience – They’re perfect for large groups, families, and those who want a little bit of everything. If your restaurant doesn’t offer a buffet, it might be time to consider adding one—especially for brunch.
2. Offer a tasting menu – The perfect way to make moms feel extra special, these multi-course menus are a hit for people who want to give Mom an elevated experience.
3. Live entertainment can set your restaurant apart – Live music, jazz brunches, or even a themed performance can help your restaurant stand out for the special occasion.

The bottom line

A successful Mother’s Day comes down to preparation. By knowing the peak reservation times, experiences that attract bookings, and more, you can tweak your restaurant’s strategy to make the most of the occasion.

Source: OpenTable looked at (seated diners / seated reservations) from online reservations for all active restaurants on the OpenTable platform in the US on May 12, 2024. Experience types, party size, and time slots were also analyzed. Experience types are determined by the restaurant.