Hospitality operators were feeling the love on Valentine’s Day with cook-at-home meal kits selling out weeks in advance and 70% of Brits predicted to order-in on the day itself. For the hard-hit industry, Mother’s Day is the next big opportunity to generate additional sales (Sunday 14th March), with consumers looking to spend more and treat their mums for, sadly, the second Mothers Day in lockdown. Stuck for inspiration for what your venue might be able to do? Team Toggle has put together some ideas that we’d love to treat our mums to for the special day.
For pubs and bars
G&Ts for a year
How about creating a G&Ts-for-a-year package for all those gin-loving mums out there? Simply create an online voucher that entitles the recipient to one G&T at your venue(s) per month (once lockdown has ended of course!). Want to make it even more special? Could you offer the first one as an ‘at-home’ kit - a taster of what is to come? You can do this by sending out a mini bottle of gin, tonic and recommended garnishes alongside the voucher.
Cocktail mix-at-home kits
Have you got a mixologist who would be able to create some special Mothers Day-themed cocktails? Work with them to create a special mix-at-home kit for an experiential gift offering. You could even do a live cocktail-making event - either via social channels or Zoom. Branded bar tools could also be included. Alternatively you could share some recipes on your website and social channels.
Not everyone wants the hassle of creating their own cocktails, or has the correct equipment at home, so handmade premix cocktails could also be the way to go!
Pub lunch and a walk package
For all the outdoorsy mums, a pub lunch or Sunday roast voucher could be the way forward! If you’re a country pub operator, see if there’s a local walking guide you can include with the voucher for something a bit different.
Gin or wine tasting session
Another virtual experiential option. Could you curate a special selection of gins or wines to send out in advance and host an online taste-a-long session? Or offer it as a voucher for a face-to-face experience, once lockdown ends.
Set menu package
Something a bit more special than just your usual weekend takeaway. Creating a one-off set menu gives you the opportunity to upsell through additional courses and drink options, whilst creating a real treat in a home environment. Are there any add-ons you can offer that can help your customers create as close to the restaurant the restaurant experience as possible? Such as tablescaping items like napkins and candles.
We saw these fly off the shelves for Valentine’s Day and there’s no reason why it shouldn’t be the same for Mother’s Day. For the mum’s who love cooking themselves or the ones lucky enough to be in the same households as their kids, to be waited on hand and foot.
Recreate a wine degustation
You could recreate a wine tasting degustation experience with a package to take home or a voucher for a future experience in your restaurant. And with the British public missing out on travel abroad, an at-home degustation might be the closest we’re able to get to the vineyards of France for a while.
Allow your customers to start Mother’s Day off in a thoughtful way with a breakfast-in-bed or brunch package. Consider what you can offer that’s different to your usual brunch offerings. Could it be a boozy offering? Is there a fizz or mimosa upgrade you could include? Can you personalise any sweet treats?
Online searches for cream and afternoon teas soared during the first lockdown, and Mother’s Day seems like another occasion that might drive those searches up again. Make sure you’re ahead of the curve by getting your offer promoted online and across social channels sooner rather than later. What can you do to make your afternoon tea package stand out from the crowd? Perhaps it’s in the presentation, or forming a local partnership to add-on extras?
Tea or coffee for a year
For the caffeine-craving mums out there! Takeaway hot drinks have been hugely popular throughout the lockdowns. Create a voucher for a hot drink per month for a year. Could you include a reusable coffee cup in the deal?
Overnight/weekend stay voucher
A voucher for a night away would be a lovely treat for any mum to look forward to. If you already offer these, think about what you can do to make it extra special. Can you offer flowers, chocolates and wine in the room upon arrival? Can you offer breakfast in bed or a three-course evening meal?
Spa Day voucher
Likewise, a pamper package is another great gift. Can you send out a ‘sneak preview’ gift, using your spa’s signature scents? Mini hand and face creams?
For any package you decide on, consider if there’s anything you can do to make the presentation a bit special. It might only really work as an online voucher, but if not, is there something you can send along in the post? Or hand deliver personally? Can you create unique gift boxes, or handwrite the vouchers, or include flowers. This will be easier for single-site operators to implement.
For any ideas you come up with, consider if there are any partnerships you can create to ensure your package reaches an even wider audience. Do you have a great wine supplier who would love to be included? Are there any local businesses you can partner with, like a florist to add blooms to any packages, a beauty salon to pair with for treatments or nice toiletries, or a local bakery for sweet treats?
If you are yet to start selling through your website, Toggle is free for new customers until June. Find out more here: https://www.usetoggle.com/come-back-strong