U.S. seafood chains capitalize on Mother's Day

By

Mercedes Grandin, SeafoodSource contributing editor

Published on
May 7, 2009

According to research by the National Restaurant Association, Mother's Day is the most popular day of the year to dine out, with more than 62 percent of Americans celebrating the holiday at a restaurant.
 
As the recession forces Americans to tighten their purse strings, several seafood chains are offering Mother's Day specials on Sunday to draw customers.  
 
"Despite the challenging economy, many Americans still celebrate special occasions like they previously have by dining at one of the nation's nearly 1 million restaurants," said Hudson Riehle, the NRA's senior VP of research.
 
"We expect to see continued demand this Mother's Day, which remains the most popular day of the year to dine out, " he added. "While some consumers may adjust their restaurant selections according to their personal budgets, many restaurants are offering a host of value specials, including prix fixe menus and discounts."
 
Bonefish Grill is opening early at 11 a.m. on Mother's Day and offering an Asian-style Tempura Lobster special with a lobster tail, an Asian vegetable medley and jasmine rice for USD 19.90 (EUR 14.87). Other Bonefish specials this weekend are a Huge Shrimp Pad Thai for USD 12.90 (EUR 9.64), Pecan Parmesan Crusted Norwegian Salmon for USD 14.90 (EUR 11.13) and Walkerswood Steak and Shrimp for USD 18.90 (EUR 14.12).
 
McCormick & Schmick's is also promoting several seafood specials for Mother's Day. From 8 to 10 May, specials include Lobster Ravioli for USD 19.95 (EUR 14.90), Wild King Salmon for USD 24.95 (EUR 18.64) and Wild Alaska Halibut or Wild Alaska King Crab Legs for USD 26.95 (EUR 20.13).
 
In addition, mothers dining on Mother's Day weekend will receive a complimentary Decadent Chocolate Dessert and a special card signed by restaurant founders Bill McCormick and Doug Schmick and containing a USD 10 (EUR 7.47) dining certificate valid at any McCormick & Schmick's location.   
 
McCormick & Schmick's is also holding a "Pearls of Wisdom" Mother's Day contest promotion, where guests are invited to share "mom's best piece of advice" either online or at a McCormick & Schmick's restaurant. The contest runs through 12 May, and one mother will receive an 18-inch strand pearl necklace and a "Pearl of Wisdom" photo posted on the McCormick & Schmick's Web site. Ten other mothers will receive a seven-inch pearl strand bracelet.
 
"We want to show our appreciation to [mothers] by offering value-priced menu items and further enhancing the guest experience with a complimentary dessert to all mothers. As with most restaurants, we see a rise in traffic on Mother's Day. Therefore the USD 10 dining certificate provides another way to thank mothers, while inviting them to return again," said McCormick and Schmick's CEO Bill Freeman.
 
Oceanaire Seafood Room is promoting a special brunch menu for Mother's Day that includes crab Benedict, smoked salmon hash, a smoked salmon trio, raw oysters (five East Coast and five West Coast) and the Deadliest Catch Alaskan King Crab Legs from the Bering Sea.
 
"We're going to be providing brunch items until 3 p.m., and then at dinner we have a spring market menu," said Joann Flores, manager of the Boston location.
 
At Captain D's, all moms eat for free on Mother's Day. The fast-casual chain is promoting a coupon on their Web site and e-newsletter giving moms a free seafood dinner or platter. The promotion's motto is "Mom eats free, because when Mom's happy, everyone's happy!"

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