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Mom Knows Best

Mother's Day, the Culinary Super Bowl - How Restaurants Can Score Big.

You better have moms aboard so they don't veto it when friends, spouses and kids request your brand. Are you ready?

As we tread back towards a post-pandemic dining world, it's important to remember that Mom still knows best. She's the heartbeat of every home, the final decider in family choices, and as studies reveal, the influencer of 80% of all household decisions.

Picture this: Mother's Day is the culinary equivalent of the Super Bowl, and your restaurant is one of the teams on the field. Your customers are the fans, and just as in the world of sports, there are plenty of loyal followers and potential converts waiting to be wooed. This is your moment - the chance to turn a one-off Mother's Day brunch or dinner into a lifetime of repeat business.

For many moms, dining out isn't just about food; it's an escape, a breather, a moment to relax and let someone else take over the reins. For all the moms out there, we know it’s an exhilarating rollercoaster ride of joy, love, worry, and sleepless nights. And once moms find a restaurant that understands this, and that truly caters to these needs, moms will keep coming back, not just as customers, but advocates for your brand.

Moms are creatures of habit

A staggering 3 out of 4 moms say that when they find a restaurant they like, they remain loyal to it. But how do you create that perfect dining experience? What is the secret sauce?

First impression matter

The answer is simpler than you might think: it starts at the door with a friendly greeting from the host or hostess. Our most recent data revealed that 63% of moms believe this initial greeting plays a significant role in shaping their overall dining experience, compared to only 54% for the total US.

Something as simple as a genuine smile and a heartfelt welcome can make or break a customer's perception of your brand. It might seem minor, but it's the little things that often make the biggest difference.

3 Tips To Winning Moms' Hearts

Mother's Day presents a fantastic opportunity to reintroduce your brand. It's a chance to build a lasting connection with the key decision-maker in the family - Mom. So, how can you make the most of this occasion? Here are three tips:

  1. Get the vibe right: Restaurants aren't just about food; they're about experiences. From the moment Mom steps through your door, ensure she feels relaxed, cared for, and special.

  2. Value is everything: 78% of moms (+6 pts higher than Total US and, +8 pts higher than dads) believe that the amount of food they get for the price is a critical factor when choosing a dining destination. This doesn't necessarily mean cheap. It means providing a worthwhile experience - excellent food, exceptional service, and a pleasant atmosphere, all for a reasonable price.

  3. Keep it fresh: 41% of moms (+11 pts higher than Total US) seek out restaurants that have new, trendy foods. Keeping a constant rotation of seasonal items invites new guests into the restaurant and generates free social buzz.

Why it Matters - Win mom, win the family

If you can impress Mom, you've essentially impressed the whole family. Remember, she's the one driving the majority of household dining decisions year-round - not just on Mother’s Day.

In the grand scheme of things, creating a memorable Mother's Day experience isn't just about capitalizing on a single day's profit. It's about building long-term customer loyalty. It's about understanding and catering to your customer's needs. And most importantly, it's about acknowledging the fact that when it comes to choosing the perfect dining destination, Mom really does know best.

Let’s give moms the Mother’s Day celebration they deserve.

Survey data was collected the week ending April 25, 2023 by Lisa W. Miller & Associates and Prodege, LLC from a representative sample of 1,000 adults ages 18 years and older.

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