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MOTHER’S DAY


Mother’s Day


Onwards and upwards, as they say, and there will be no time to sit down and relax on the following day either – not that you will want to. Mother’s Day this year follows hot on the heels of St. Patrick’s Day, which by our reckon- ing gives you just a few hours to take down the shamrocks and put out the fl owers. Unlike St. Patrick’s Day, which is primarily a


drinks focused occasion, Mother’s Day tends to be more food led. Thousands of children across the land will be burning toast, spilling milk and scorching coffee as they prepare the ubiquitous breakfast in bed for their beloved mums – who will doubtless eat every morsel so as not to hurt the feelings of their well-intentioned offspring. What they are looking forward to more, at an educated guess, is the meal out that generally follows later in the day – be it brunch, lunch or dinner – at the pub. There are three opportunities for the food-led establishment right there – three chances to fi ll your dining room and really


make the most of the occasion – it is, after all, a special one. So, what recommendations can the industry offer this coming Mothering Sunday? Vicky Lee, trading and marketing controller


at Continental Wine & Food Ltd, says: “Keeping things simple this Mother’s Day will pay divi- dends for pub and bar owners. Why not emulate the success of the ‘dine for less’ themed pack- age and offer great meal and drink promotional mechanics that will encourage people to venture out. How about ‘mums eat free’ when a party of four or more places a booking? “Source from your wine supplier a really keen-


ly priced but good quality range of house wines and link them to a menu choice. Promote the of- fer widely post Valentine’s Day onwards on the blackboards or via email to your customer data- base and you will be sure to take early bookings. “Be creative too. With some simple ‘dressing’


it can be possible to turn your pub into a mum’s paradise – just don’t fall into the trap of trying to book in too many people – the experience can soon become soured on what is meant to be a family celebration if customers have to wait hours for their table, or feel as though they are being rushed.”


48 TWENTIETH FEBRUARY 2012 pub&bar


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