Forget Valentine’s Day.
For restaurants, the biggest day of the year is Mother’s Day, when an estimated 38 percent of U.S. consumers will dine out to show love to the woman who gave them life — a fact I try to point out to my kids every day.
The projection comes from the National Restaurant Association, which also notes that 7 percent of consumers plan to order takeout or delivery to celebrate Mother’s Day. We assume that represents the households where husbands and children are willing to do the dishes.
It’s also a weekend for casual dining to shine.
The NRA said 62 percent of consumers plan to celebrate at a casual-dining restaurant this year. Another 25 percent are dressing up for fine-dining restaurants, and 15 percent will choose a buffet. Eight percent will go fast casual, and 2 percent will opt for traditional quick service.
The National Retail Federation predicts families this year will spent an average of $172.63 on mom, an increase from $162.94 last year, and the highest amount in 12 years of surveys, although the total includes spending on gifts, flowers and greeting cards, when what mom really wants is (pay attention here, kids) a really nice meal they don’t have to cook.
Total spending is expected to reach $21.2 billion, of which an estimated $3.8 billion will be spent on activities like brunch. Except my kids should note that I don’t like brunch because it implies that breakfast should be skipped, and mama doesn’t skip meals.
According to the NRA, 49 percent of consumers will celebrate Mother’s Day at dinner, which is probably because that’s when mama likes to drink her “medicine” in the form of an ice-cold gin martini.
It is also a week of deals and freebies.
Moms can eat free at Beef ‘O’ Brady’s, as long as they keep it under $10. Corner Bakery Café is offering a free Bundt cake six-pack with the purchase of lunch or dinner. Shoney’s is giving away free slices of strawberry pie. And TGI Fridays has been offering half-priced bottles of wine for the week.
And then, of course, there’s Hooters, where mom can eat free up to a value of $10.99 — likely the venue of choice for mothers of teenage boys.
“Here’s to all those moms who kissed our boo-boos, went out of her way to de-crust our PB&J sandwiches and dropped us off a mile away from the school dance to spare us from being seen with her,” said Andrew Pudduck, Hooters’ vice president of marketing. “We’re inviting you to join us in rewarding that one-of-a-kind mama in your life with something equally as awesome as she!”
Applebee’s makes Mother’s Day last beyond Sunday with the offer of a gift card deal.
Need a gift for mom? Get a $10 bonus card when you buy $50 in gift cards & you could win.* http://t.co/uYbd1bARXX pic.twitter.com/aaM3rEDQbl
— Applebee's (@Applebees) May 8, 2015
Other chains focused on honoring their own. At Starbucks, Teavana president Annie Young-Scrivner shared how her mother’s journey helped the young executive’s career.
“Sometimes kids just need a role model to see what’s possible,” Young-Scrivner wrote.
So, a salute to the mothers out there who work so hard: May you eat well!
Contact Lisa Jennings at [email protected].
Follow her on Twitter: @livetodineout