We asked over 1,600 South African diners how they plan to celebrate Mother’s Day this year. The results paint a clear picture of what families want, how far they’ll travel, and where restaurants have a real opportunity to fill tables this Mother’s Day.
The booking window is still wide open
Demand is high – but the race for a table is just getting started. 94% of diners plan to take Mom out this year, yet only 5% have actually made a reservation. That means the vast majority are still looking for the right spot.
If you haven’t marketed your Mother’s Day offering yet, you haven’t missed the boat. List your specials on the Dineplan app and push your marketing on social media to get eyes on your restaurant.
Lunch leads, but don’t sleep on brunch
Nearly half of diners prefer lunch, which makes sense on a Sunday – but brunch came in as a strong second. Yet looking at the specials listed on the Dineplan app across the country, very few are brunch offerings – that’s a gap worth considering. If you have the capacity, a brunch-to-lunch transition lets you seat more families and add value without stretching your kitchen too thin.
What time of day do you prefer?
People will travel to celebrate Mom
Over 85% of diners are willing to travel 20 minutes or more for the right experience. And, nearly half said they’d drive 40 minutes or longer!
Mother’s Day is an occasion worth travelling for – don’t market only to your immediate area. Broaden your social reach and consider targeting beyond your usual neighbourhood. The right experience will bring people to you.
A small gift does a lot of heavy lifting
This one’s hard to ignore: 93% of diners said a little spoil for Mom would make them more likely to book. That’s not a nice-to-have – it’s a conversion driver.
You don’t need to reinvent anything. Diners were clear about what elevates the experience – a complimentary treat or gift topped the list, followed by flowers and scenic views. A glass of bubbly on arrival, a single rose, or a complimentary dessert goes a long way to make diners feel special, and it’s easy to pull off.
Live music had solid support too, making it worth considering if it fits your venue. Small gestures signal thoughtfulness, add perceived value, and speak directly to what diners said matters most – feeling like the occasion was worth it.
What would make the day feel extra special?
Relaxed beats fancy
When it comes to atmosphere, comfort is king queen. Nearly half of respondents described their ideal Mother’s Day vibe as “relaxed and cosy”, while “fancy and elegant” trailed at just 17%.
Most families aren’t looking for a performance. They want a warm, welcoming space for the whole family where they can focus on each other. There’s no need to overcomplicate it.
Mother’s Day is one of those rare occasions where diners are actively looking to spend – on food, atmosphere, and making Mom feel celebrated. Restaurants that market early on, are the ones that will fill their tables. You already have what people are looking for – now’s the time to make sure they can find you.
Is your Mother's Day special listed?
Thousands of diners are still looking for somewhere to take Mom. Make sure your restaurant is on their radar. Send us your Mother’s Day specials and events so guests can find you and book.
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