Falling on Sunday 15 March, operators noted shifting guest behaviour, from earlier celebrations to more cautious ordering, but the day held steady as one of the sector’s most resilient trading days of the year.
Owner of The Dog at Wingham, Marc Bridgen, told The Morning Advertiser (The MA) the Top 50 Gastropub had a “great day”, despite a dip in sales.
Last year, the Canterbury venue served 161 covers, generating net £5.3k from food sales and £2k on drinks, while this year saw 154 covers with £5k net taken on food and £1.7k on drinks.
Bridgen explained the dip was largely driven by no‑shows, adding trade earlier in the week had also been quieter than usual.
The George at Burpham in West Sussex, similarly suffered late cancellations and fewer bookings compared to last year.
Softer spend
Despite this, trade was solid and the restaurant area was fully booked, with some walks ins taking tables outside or at the bar.
Though customers spent less this year than last, head chef and general manager and general manager Martin Bull told The MA.
“We noticed less three course meals and less desserts”, he said.
Many families also chose to celebrate the day earlier in the week compared to last year, according to the Three Hills at Bartlow managing director Emma Harrison.
Additionally, Harrison told The MA bookings were made further in advance and for larger groups than last year, adding the Cambridgeshire pub was fully booked throughout the day.
“It was wonderful to see so many families coming together to celebrate”, she continued.
Record year
“Running a pub sometimes feels like running a church - full to the rafters on the high days and holidays, with trade quieter in between!
“Trade compared very favourably with last year, which suggests while people may be more selective about when they go out, they are still very willing to dine out for special occasions.”
In Cheshire, owner of Cheshire Cat Pubs & Inns, Tim Bird, told The MA the company had a “record” Mother’s Day, with trade up 2% year-on-year and 17% compared to an average Sunday.
Roast dinners were unsurprisingly the standout seller, accounting for 66% of mains sold across its seven-strong estate, while desserts also proved popular, with 65% of diners opting for a pudding.
He continued: “We thought we might struggle to beat last year’s record as Mother’s Day was much later last year, the weather was warm and sunny and the Easter holidays were starting.
“But despite horrid weather everywhere and big Northwest football matches on TV, we managed to get ahead of last year and set a new record.”
