Mother’s Day is one of the busiest days of the year for restaurants. This creates not only an opportunity to boost business on the day itself, but also for repeat business. You’ll serve guests who may not frequent your restaurant, but are looking for something special. If they have a positive experience, they are likely to come back.

Offer more than just a great dining experience

When it comes to Mother’s Day, simply providing a pleasant dining experience isn’t enough - it’s about creating a memory. There are many ways to make the day extra special for mom. For example, moms could be given a card, a gift, a chocolate, or a flower, courtesy of your restaurant.

Occupy children

Mother’s Day also means there will be lots of children, and it’s hard for moms to enjoy themselves if the kids aren’t happy. Keeping children entertained could mean providing the usual crayons and colouring pages or you could go the extra distance by providing a craft that the kids could make for mom.

One possibility would be to decorate cookies with icing and sprinkles. (Of course, be prepared for the potential messiness of the craft.)

Feature a special menu

Create a memorable experience by having a special menu - for example, a pre-packaged special which includes an appetizer, entrée, dessert and coffee at a good price. The same can be done for a brunch menu.

Another option is to add interest to common foods by using heart-shaped pans or using sprinkles to make something colourful and fun.

Put service first

Service is just as important as the food when it comes to a Mother's Day meal. Schedule lots of staff so you can serve people quickly and efficiently, and be prepared for the volume of people. It will come back to you ten-fold.

Promote, promote, promote!

There are many ways to get the word out about your restaurant and special Mother’s Day promotions. Though it does depend on your audience, here are a few ideas to get you started:

• Using social media (such as having a fan page on Facebook or sending messages using Twitter) is free and can be a good way for smaller independent restaurants to advertise. Post messages about specials or have printable coupons
• Updating your website with information about your Mother's Day promotions is a must. Having a page for your social pages to link back to and share the same message is crucial
• Don't dismiss print advertisements and radio, as these more traditional forms of marketing are still effective

With some forethought and planning, restaurants can capitalize on Mother’s Day. By offering special menus or kids’ activities while being fully prepared with sufficient staff for one of the busiest days of the year, restaurants can create a memorable occasion for families that will keep them coming back time and time again.