Make the Most of Your Father’s Day Menu and Traffic

Summer season is the busy season for restauranteurs. Families are traveling and there’s a string of holidays that provide revenue-boosting opportunities. Up next is Father’s Day, which according to an independent third-party survey, generated an 8% increase in sales in 2022. Compare that to Mother’s Day, which saw a 25% increase, and the opportunity for growth is clear.

The experts at Shamrock Foodservice Warehouse did some analysis to find the Top 5 easily executed ways to increase both traffic and revenue this Father’s Day.

1. Timing matters. The most popular times to dine out on Father’s Day are 7 p.m. followed by 1 p.m., so direct specials to dinner or lunch.
2. Run a promotion. Offer a free dessert or discounted drink for dad, provide a giveaway (e.g., pint glass) to first 50 dads, or host a charitable partnership. This will give you something meaningful to advertise leading up to the big day and can be communicated using very little budget with a simple paper menu insert, table tent or to-go order flier. It’s also great content for any social media posts you have planned leading up to the holiday.
3. Be inclusive. Extend communication to include all male role models calling out biological father, adoptive father, stepfather, grandfather, uncle, male mentor, etc. Think through how you will “qualify” any people asking to participate in Father’s Day promotions or discounts. It’s always better to run a lesser offer that you’re comfortable accommodating to everyone – even dog dads – than a big deal you need to limit.
4. Extend the Celebration. Offer specials Friday through Sunday to provide extra opportunities for increased traffic. Many people do not enjoy crowded dining experiences and may decide to patron your establishment if they have the option of enjoying a special offer on a day other than Father’s Day Sunday.
5. Don’t forget carry-out. Offer to-go dining bundles that feed the whole family and allow dad to be the king of his domain at home. Special incentives like a free dessert with each to-go dinner meal can tip the scale in favor of families selecting your restaurant.

And if you’re looking to elevate your Father’s Day even further, consider special menu enhancements. The biggest trend this year is generous portions of high-quality meat with veggies to satisfy palates while also staying health conscious. Here’s how:

• Burgers & Dogs. These two dishes dominate traditional Father’s Day menus, but with Markon produce from Shamrock Foodservice Warehouse, you can boost flavor and appeal with crunchy lettuces, juicy tomatoes, pickled cucumbers, and flavorful onions. To take it to the next level, consider sautéing fresh vegetables to offer fajita burgers, onions and mushrooms topping, and more.
• A great way to serve grilled Gold Canyon Meat Co. meats with fresh fruit and vegetables is to thread smaller portions on skewers. This is a great way to help keep menu costs low as well, as a standard protein portion will overflow a plate when presented as a kebob. Plus check out our dipping sauces and marinades to add even more flavor.
• Dads love salads too! Load your menu with fresh options that scream flavor. Ready-Set-Serve Salads and Blends let you get creative with toppings (think creamy avocados, blistered tomatoes, grilled halloumi, and curry-roasted cauliflower florets) because they are washed, chopped, and mixed to reduce back-of-the-house labor and mess.
• Apps & Sides. Vibrantly colored starters and side dishes, like charred green beans, grilled pineapple, potato-corn salad, and thick-cut sweet potato fries, pair with any center-of-the-plate protein.