Mother’s Day (Sunday, May 11) once again brought a welcome boost to the on-premise earlier this month, becoming the “most valuable” Sunday so far this year, according to CGA, the on-premise arm of NIQ.
On-premise sales velocity increased 85% on Mother’s Day compared to an average Sunday this year, with double-digit increases in traffic (+29%) and check value (+44%).
The holiday also outperformed 2024, with sales velocity up 1% compared to Mother’s Day last year. The bump up was driven by a 4% year-over-year (YoY) increase in average check value that outweighed a 3% decline in ticket count.
Food-led establishments led gains versus an average Sunday, with sales velocity nearly double this year’s trends (+92%), and drink-led establishments up 17%. However, drink-led venues led YoY gains, with velocity up 8% versus food-led outlets’ 2% YoY boost.
Fine dining (+166%), polished casual (+74%) and casual dining (+86%) outlets recorded the largest velocity increases compared to an average Sunday, while YoY boosts were led by neighborhood bars (+32%), casual dining (+16%) and fine dining (+16%).
In the full week (ending May 17), on-premise sales velocity was up 8% YoY, led by double-digit check value growth (+14%) that outweighed a 5% decline in ticket count.
All five key states observed by CGA recorded velocity gains both YoY and week-over-week (WoW):
- New York +14% YoY, +18% WoW;
- Illinois +6% YoY, +11% WoW;
- California +8% YoY and WoW;
- Texas +10% YoY and WoW;
- Florida +20% YoY and +3% WoW.
The on-premise is expected to see another uptick in sales later this month during Memorial Day (May 26).
Memorial Day was the fifth most valuable Monday of 2024, behind pre-Christmas celebrations, New Year’s Eve, Labor Day and Veterans Day. Sales velocity was up 24% versus an average Monday, thanks to a 23% increase in ticket count.
Drink-led venues led gains compared to an average Sunday (+40%), with food-led venues up 23%. All key states recorded significant velocity gains, led by California (+36%), and double-digit increases in ticket count (between 12% and 34%).