What is in this article?:
- Restaurants expect strong Motherâ€™s Day
- Attracting moms with gift cards, value
The National Restaurant Association projects about 80 million American adults will dine at restaurants this Mother's Day despite a bumpy economy.
Attracting moms with gift cards, value
Taylors, S.C.-based Fatz said Mother’s Day is typically the top sales day of the year at its 48 locations across the Southeast. The casual-dining chain expects sales to top last year, despite concerns about economic headwinds, said Fatz vice president of marketing Stephen Loftis.
“There were conversations [about the economy], but we tried to put a few things in place to hedge our bets,” he said.
For example, Fatz is offering Mother’s Day Bucks for $5 off a purchase of $15 or more on a return visit through June 2.
Last year the chain gave customers a sealed envelope with a scratch-off card offering discounts, he said. But this year’s promotion offered guests more visibility into the discount. “It’s a little extra incentive,” he said, noting that most customers dine in, though the chain also expects its takeout business to be brisk.
Mother’s Day also tends to be a big day for gift card sales, and many chains feature gift cards in promotions.
Fleming’s Prime Steakhouse & Wine Bar is offering a three-course brunch for $36.95 and giving all moms a $25 gift card toward a future visit.
For Redding, Calif.-based Black Bear Diner, Christmas Day tends to top Mother’s Day. But co-founder Bruce Dean said the challenging economy could benefit 58-unit Black Bear’s Mother’s Day sales this year. “Mother’s Day is to get mom out of the kitchen. We’re a concept that’s known for providing a pretty great value, with large portions of good food at a reasonable price,” Dean said. “People still want to take Mom out and Mom does not want to cook.”
Last year, Hooters of America gave moms 10 free chicken wings on Mother’s Day, and it said it had an average of more than 50 redemptions per participating restaurant. More locations are participating this year and the offer is “even better,” so the chain expects this year’s offer to bring in about 20,000 moms, Hooters officials said through a spokeswoman.
This year it is offering a free entrée up to $10 with a drink purchase on Sunday at the chain’s 355 U.S. units.
“The free entrée deal is just one way for Hooters to show its appreciation for hard-working moms and to provide a relaxed atmosphere to enjoy a delicious meal with the family,” Hooters’ chief marketing officer Dave Henninger said in a statement.
Still, Hooters’ top sales day is likely to remain Super Bowl Sunday.