This year, moms are wishing for a “timeout” of sorts on Mother’s Day, according to OpenTable research.
A recent survey revealed that 39% of moms have had to book their own celebratory meals in the past.
In addition, 44% of participants vocalized that having someone else take the lead on these types of decisions is what makes Mother’s Day feel the most special – but this type of endeavor doesn’t always go smoothly.
“Moms want to take a backseat on planning this year, but here’s the wake-up call for anyone looking to deliver that stress-free experience: 29% of families have had to panic-book within 24 hours of the holiday, and use of our ‘Notify Me’ alerts jumped 36% year over year – so plan ahead,” said Cheryl Paniagua, VP of restaurant sales and services at OpenTable.
So, how can restaurants cater to the evolving needs of this demographic?
Embrace Solo Dining
Many moms are looking to get some extra “me time” this year, with nearly one-third of respondents (30%) expressing interest in dining out solo as part of their 2025 celebrations.
To help those flying solo feel more comfortable, try these tips:
- Update interior design: Provide inviting spaces where guests can relax without feeling singled out, such as bars, counters, communal tables, and lounge areas.
- Train employees: Normalize solo dining by encouraging staff to start with a “table for one” greeting, treat solo diners the same as they would larger parties, and remove extra table settings.
- Offer a tasting menu: Much like their communal counterparts, solo diners want to try a little bit of everything instead of committing to one large entrée or wasting money and food.
In fact, a chef’s tasting menu is a must-have for 51% of moms, according to OpenTable data, which revealed a 29% YoY increase in “OpenTable Experience” dining on Mother’s Day in 2024.
Cater to the Early Birds
Nearly half of the moms surveyed (46%) said they’re hoping to kick off their Mother’s Day festivities early this year so they can maximize their relaxation time throughout the day.
And OpenTable’s 2024 data corroborates this trend. While noon was the most popular time to dine out on Mother’s Day last year, the 10 a.m. daypart experienced the most growth, increasing by 19% year over year.
“Famous Toastery is busy from 7 a.m. to 3 p.m. on Mother’s Day, with the peaks being between 10 a.m. to 2 p.m.,” Lorna Martinez, VP of marketing at Famous Toastery, told FI.
“We offer breakfast and lunch, as well as brunch, throughout the day, allowing mothers to get whatever they want from our menu, whenever they want. We pride ourselves on our ability to meet the needs of our guests, rather than have our guests make decisions based on daypart,” added Martinez.
Celebrate All Weekend Long
Brunch may be the main event, but this year, moms want the Mother’s Day celebrations to carry on throughout the whole weekend.
In the survey, 73% of moms said they want to celebrate Mother’s Day with a family brunch involving their children; however, they don’t want the fun to stop there, as 66% of respondents said they hope to celebrate multiple times over the weekend – whether that’s with family, friends, or on their own.
The Food Institute Podcast
This Episode is Sponsored by: RSM
It’s tariff time, and companies the world over are working to better understand how their operations will be impacted. Jodi Ader from RSM US LLP joined The Food Institute Podcast to discuss which products and inputs are currently subject to tariffs, and how to best mitigate supply chain risks.
