Commemorative dates like Mother’s Day, celebrated on May 11th this year and considered the second best revenue day of the year for bars and restaurants — second only to Valentine’s Day — represent important opportunities for the food sector. On these occasions, the increase in customer flow can significantly boost revenue, provided that establishments are prepared to provide quality service, agility, and proper structure.
According to a survey by the Brazilian Association of Bars and Restaurants (Abrasel), 78% of establishments expect to make more on Mother’s Day compared to the previous year, with 62% projecting an increase of up to 20% in revenue. Despite the optimism, the growth in the number of customers does not always translate into actual profit. Without prior planning, a well-sized team, and strict cost control, it is common for increased demand to result in delays, waste, and negative experiences that compromise customer loyalty.
For Marcelo Marani, founder and CEO of Donos de Restaurantes, a leading school in training entrepreneurs in the sector, the secret to taking advantage of these dates is to turn the increase in public into recurrence. “It’s no use filling the place if the customer leaves dissatisfied. Commemorative dates are powerful showcases to show the value of the restaurant, and that only happens with a well-structured operation,” he analyzes.
Organization defines the success of service
Among the main challenges faced by entrepreneurs in these periods is team sizing, kitchen organization, and inventory control. Restaurants that prepare their teams in advance, test menus, and reinforce training can handle peak traffic without compromising service quality. Early table reservations, set menu definitions, and the use of systems to expedite orders also help maintain operation flow.
According to Marani, the lack of planning is one of the main factors that harm the use of these dates. “Many entrepreneurs remember the date the day before. When this happens, the team is not aligned, the stock is not adjusted, and the service becomes chaotic. With advance notice and well-defined processes, it is possible to offer a memorable experience even with a full house,” he points out.
Experience and enchantment for customer loyalty
In addition to technical operation, the restaurants that stand out the most on celebratory dates are those that invest in the customer experience. Actions such as themed decoration, symbolic gifts, complimentary items, or even live musical performances can add value to the occasion and create positive memories. Humanized service, even amid the rush, is also crucial for customers to feel welcomed and eager to return.
Marani believes that these dates should not be seen only as momentary opportunities for increased cash flow but as moments of connection with the public. “The entrepreneur who sees Mother’s Day or other dates as a chance to delight, build loyalty, and generate recurring business is building a sustainable venture. Those who only see it as a day of high traffic may make more money, but miss out on long-term potential,” he concludes.
