Restaurant Sales: Mother’s Day vs Father’s Day

Mother’s Day is the main Event

You’d think they’d be equals.

Two Sundays.
Two parents.
Two chances for families to treat a parent – by taking them out for a meal.

But when we look at restaurant sales data across the last four years, one thing is clear:

Mother’s Day is the main event.
Father’s Day – not so much…

This graph compares historical restaurant sales to Predictive Insights’ forecast for Father’s Day 2025. And the pattern holds.

Here are a couple of reasons why this might be…

1. Mother’s Day is an event

Restaurants treat it like a mini-holiday season—prepping weeks in advance with special campaigns.
And diners show up in full force, often booking days early.

Father’s Day?
Less hype.
Less planning.
Often just a regular Sunday with an asterisk.

2. The performance of care

Taking mom out to eat feels like the “right” thing.
A visible act of appreciation.
A moment the whole table leans into.

For dad? It’s often quieter. More casual.
Sometimes, it’s just… staying in.
And without that performative pull—no need to dress up, book early, or splurge—restaurant spend stays flat.

3. Timing works against dad

In the UK for example, Mother’s Day falls in March—early spring. Days are getting longer, the weather’s turning, and after winter, people are ready to gather.

Father’s Day lands in mid-June. Technically summer, but it often arrives during exams, school fatigue, and stretched budgets. It’s not the easiest time to plan a long lunch—or rack up a bill.

Curious about what your data is telling you?

So what can restaurants do with this information?

The opportunity isn’t gone—it’s just untapped.
Restaurants could:

1. Start earlier

Build anticipation. Promote bookings like it’s Mother’s Day—because that’s the benchmark.

2. Make it feel intentional

Father’s Day doesn’t need to be loud. But it does need a reason for people to gather.

3. Reframe Father’s Day

Move beyond the grill. Create intimate, thoughtful experiences. Think whisky tastings, jazz pairings, or slow-cooked shared plates.

It’s not that we care less about our Dads.

We just plan less.
Market less.
And menu less.

Mom’s moment is marketed, timed, and dressed for the occasion. Dad’s? Not so much.
Restaurants have everything they need to close the gap—if they treat Father’s Day like the meaningful moment it could be.

Let's make the data work for you.

At Predictive Insights, identifying patterns is just the first step. Our real value lies in translating those patterns into practical, data-led strategies tailored to your business. If you want to move from observing trends to acting on them, get in touch.