Chains lean on Mother's Day promos as 80M diners expected, but March traffic slid back into the red
NRA forecasts 80M US adults dining out May 10, up from 75M in 2025, with OpenTable already pacing +12% YoY. But March operator data shows only 31% reporting traffic gains (vs 43% in Feb) while 46% saw declines, breaking February's brief positive streak. Shipley, Krispy Kreme, Pizza Hut, Outback and IHOP roll out deals to capture the holiday lift.
US restaurant chains roll out Mother's Day promotions amid traffic pressure: NRA expects 80M adults dining out May 10, but March data shows operators reporting net traffic decline after 13-month negative streak broke in February.
Why this matters
Mother's Day demand offers a temporary lift after March traffic slid back negative, with 46% of operators reporting declines. Chains are leaning on holiday promos to offset a softening footfall trend through Q1.
Footfall steady with 22 signals in 90d, but March's 31% gain rate vs Feb's 43% signals renewed weakness.