Celebratory dates such as Mother's Day, celebrated on May 11th this year and considered the second best revenue day of the year for bars and restaurants—behind only Valentine's Day—represent important opportunities for the food industry. On these occasions, the increase in customer flow can significantly boost revenue, provided that the establishments are prepared to serve with quality, agility, and proper infrastructure.
According to a survey by the Brazilian Association of Bars and Restaurants (Abrasel), 78% of establishments expect to generate more revenue 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 clients does not always represent 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.
ToMarcelo Marani, founder and CEO ofRestaurant Owners, a leading school in training industry entrepreneurs, the secret to taking advantage of these dates is to turn the increase in audience into repeat business. "There's no use in filling the house if the customer leaves dissatisfied. Holidays are powerful showcases to demonstrate the value of the restaurant, and that only happens with a well-structured operation," he analyzes.
Organization defines the success of the service
Among the main challenges faced by entrepreneurs during these periods are team sizing, kitchen organization, and inventory control. Restaurants that prepare their teams in advance, conduct menu tests, and reinforce training are able to handle peak traffic without compromising service quality. Advance table reservations, fixed menu options, and the use of systems to expedite orders also help maintain the smooth flow of operations.
According to Marani, the lack of planning is one of the main factors that hinder the utilization 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 service becomes chaotic. With advance planning and well-defined processes, it is possible to offer a memorable experience even with a full house," he points out.
Experience and enchantment to retain the customer
Beyond technical operation, the restaurants that stand out most on special occasions are those that invest in the customer experience. Actions such as themed decorations, symbolic favors, complimentary items, or even a live musical performance can add value to the occasion and create positive memories. Humanized service, even amidst the rush, is also decisive in making customers feel welcomed and willing to return.
For Marani, these dates should not be seen only as occasional opportunities to increase cash flow, but as moments of connection with the audience. "The entrepreneur who sees Mother's Day or other dates as an opportunity to delight, build loyalty, and generate repeat business is building a sustainable enterprise. Those who see it only as a day of high traffic may even earn more in the short term, but they lose long-term potential," he concludes.
