Mother’s Day Boost Smaller than Past Years

Restaurant sales have grown for eight consecutive weeks, according to the latest Restaurant Industry Performance Pulse report from Black Box Intelligence, a data and insights provider for the hospitality industry.

Average weekly sales during the week ending May 9 were 3.5 percent higher than the average for the previous four weeks, fueled at least partially by Mother’s Day. However, the Mother’s Day bump was only about half as effective as in past non-pandemic years. Comparatively, sales during the holiday jumped 6-7 percent in 2018 and 2019.

Younger customers are accounting for a larger portion of those sales. During April, guests between 18 and 24 years of age increased their share of total full-service spending by 2 percentage points compared to the 2019 average. Guests between 25 and 34 years of age saw a similar 2 percentage points increase in full-service spending during the month while spending among guests 55 and over declined.

To read the full weekly Restaurant Industry Performance Pulse, please click here.