Holidays such as Mother’s Day, celebrated on May 11th this year and considered the second highest revenue day of the year for bars and restaurants—second only to Valentine’s Day—represent important opportunities for the food service sector. On these occasions, the increase in customer traffic can significantly boost revenue, provided establishments are prepared to deliver quality service, efficiency, and adequate infrastructure.
According to a survey by the Brazilian Association of Bars and Restaurants (Abrasel), 78% of establishments expect higher revenue on Mother’s Day compared to the previous year, with 62% projecting an increase of up to 20% in earnings. Despite the optimism, a rise in customer numbers does not always translate into actual profit. Without prior planning, a properly sized team, and strict cost control, increased demand often leads to delays, waste, and negative experiences that harm customer loyalty.
For Marcelo Marani, founder and CEO of Donos de Restaurantes, a leading school for training entrepreneurs in the sector, the secret to capitalizing on these occasions lies in turning increased foot traffic into repeat business. “It’s no use having a full house if customers leave dissatisfied. Holidays are powerful showcases to demonstrate a restaurant’s value, and this only happens with a well-structured operation,” he explains.
Organization determines service success
Among the main challenges faced by business owners during these periods are team sizing, kitchen organization, and inventory control. Restaurants that prepare their teams in advance, test menus, and reinforce training can handle peak demand without compromising service quality. Advance table reservations, set menus, and the use of systems to streamline orders also help maintain operational fluidity.
According to Marani, the lack of planning is one of the main factors that hinder the success of these occasions. “Many business owners remember the holiday at the last minute. When this happens, the team isn’t aligned, inventory isn’t adjusted, and service turns chaotic. With advance planning and well-defined processes, it’s possible to offer a memorable experience even with a full house,” he notes.
Experience and delight to retain customers
Beyond technical operations, the restaurants that stand out most during holidays are those that invest in customer experience. Initiatives like themed decor, symbolic gifts, complimentary items, or even live music can add value to the occasion and create positive memories. Personalized service, even during busy times, is also crucial to making customers feel welcome and eager to return.
For Marani, these occasions should not be seen merely as one-time opportunities to boost revenue but as moments to connect with the audience. “The entrepreneur who views Mother’s Day or other holidays as a chance to delight, retain, and generate repeat business is building a sustainable enterprise. Those who see it only as a day of high traffic may earn more in the short term but lose long-term potential,” he concludes.
