OpenTable finds Mother's Day reservations up

Mother’s Day brunch is turning into a pretty clean read on how Americans are spending right now. People are still willing to pay for the sentimental stuff — restaurant meals, flowers, desserts — even when the bill feels worse than it did a year ago. The new wrinkle is that they’re shopping for value at the same time. That’s why the headline here is stronger restaurant demand, but the real story is how people are trying to have both things at once. ### What changed this week? The freshest data point is simple: reservation platforms say demand is up heading into Sunday, May 10. Resy said bookings as of Wednesday were up nearly 30% from the same point last year, and OpenTable said its reservations were trending up by double digits. That matters because Mother’s Day is already one of the biggest restaurant days of the year, so growth here means people are not backing away from the occasion even with tighter budgets. (vpm.org) ### Why are restaurants such a big deal on Mother’s Day? Turns out the holiday has become less about a homemade tray balanced on the bed and more about getting the whole family out of the house. OpenTable’s spring survey found 42% of moms and mom figures would rather go out to eat than get breakfast in bed, and 62% of Americans say dining out is an important part of the celebration. Basically, the restaurant meal is the gift now — not just the setting. (vpm.org) ### What kind of meal are people actually booking? Brunch still runs the show. OpenTable says 12 p.m. has been the most popular dining time, and its Top 100 Brunch list is built around that rush. But dinner is creeping up — 5 p.m. reservations rose 14% last year. That tells you families want flexibility. Some want the classic eggs-and-mimosas thing. Others want a less chaotic early dinner that still feels special. (opentable.com) ### So are people splurging or trading down? Both. That’s the whole point. NPR’s reporting lays it out neatly: eating out is getting more expensive faster than groceries, but people are still opening their wallets for mom. At the same time, florists are leaning into smaller arrangements and grab-and-go bouquets, and home cooks are getting a big push from recipe guides and meal kits. Consumers are not canceling the holiday — they’re editing it. (opentable.com) ### What does “value” look like in practice? It looks like selective indulgence. Food Network’s roundup is full of chains trying to catch that mood — Baskin-Robbins with a buy-one-get-one scoop for rewards members on May 9, Benihana with a $72 six-course hibachi special and bottomless mimosas, and other brands pushing app-only offers, bundles, and freebies. The message is obvious: make it feel celebratory, but give people a reason to think they scored a deal. (vpm.org) ### Are restaurants seeing bigger checks anyway? Yes — and not by a little. Toast’s look at last Mother’s Day found same-store sales up 57% versus the average Sunday, reservations up 319%, and check sizes up 32%. Orders skewed premium too, with steak up 93% and seafood up 90%, which tells you diners do still trade up for the holiday. But that same data also showed chicken tenders up 52%, which is a funny reminder that Mother’s Day dining is still a family event, not a white-tablecloth fantasy. (foodnetwork.com) ### Why hasn’t inflation killed this tradition? Because Mother’s Day sits in a category people protect. It’s emotional spending. People will cut back on the edges before they skip the ritual entirely. They may choose eggs over steak, a chain special over an independent splurge, or dessert at home instead of a second round of cocktails. But the outing itself still feels worth preserving. That’s the pattern running through the reservation data and the deal frenzy. (pos.toasttab.com) ### Bottom line Mother’s Day 2026 looks like a small but telling snapshot of the consumer mood. People still want the restaurant table. They just want a coupon, a better time slot, or a cheaper bouquet riding alongside it. (vpm.org)