Father's Day is June 21. You have weeks to prepare, and Toast's own platform data just handed you a roadmap.
The Numbers Every Toast Operator Should Have Seen By Now
Toast published the results from Mother's Day 2025, pulling transaction data across full-service restaurants on the platform and comparing it against an average 2025 Sunday. The findings were striking across the board.
Here is the headline stat:
319% more reservations on Mother's Day vs. an average Sunday
But before you file that under 'Mother's Day is just big for restaurants'. Stop. There is something in the methodology worth paying attention to.
The Detail Most Operators Will Miss
Toast's comparison baseline included all Sundays in 2025, including Father's Day itself, The Big Game, and other high-traffic event days.
Father's Day is already baked into the average. Mother's Day still crushed it by 319% in reservations and 57% in GMV.
That tells you something important: these holiday dining occasions are not interchangeable. Mother's Day is its own category. And so is Father's Day.
The guest behaviour is different. The menu preferences are different. And if you are not configured to capture it, inside your Toast account, you will be watching that revenue walk past your door.
What the Toast Data Actually Showed
Here is what happened across full-service restaurants on Toast during Mother's Day 2025:
+57% Same-store GMV vs. average Sunday
+32% Average check size
+18% Transaction volume
+56% Wine sales
+93% Steak orders
+90% Seafood orders
+81% Pasta orders
+72% Breakfast and brunch platters
+64% Desserts and baked goods
Source: Toast Platform Data, Mother's Day 2025
Why This Is Your Father's Day Playbook
Look at the top of that menu data: steak up 93%, seafood up 90%. That is not a brunch story. That is a Father's Day menu.
Father's Day skews toward dinner, premium proteins, and celebratory splurging, following the same high-margin occasion pattern Mother's Day confirmed. The difference is that your restaurant now has actual platform data telling you what works on these days.
The question is whether your Toast account is set up to capture it.
Three Things to Configure Inside Toast Before June 21
1. Toast Tables: Reservations and Waitlist
If your reservation system is not live and synced to Google and Maps, you are invisible to guests searching right now. Toast Tables handles the full flow: online booking, SMS confirmations, VIP guest flags, and waitlist management. A 319% reservation spike on Mother's Day did not happen by accident. It happened because operators were configured to receive it.
2. Toast Email Marketing: One Campaign, Sent This Week
Toast's own data shows restaurants that send a single email campaign see an average revenue lift of $2,800 in the 14 days that follow. Your guest list is already inside Toast Guestbook. A targeted Father's Day email to lapsed guests, or a VIP offer to your top spenders, takes one afternoon to build and costs you nothing extra if you are already on the $75/month plan.
If you have never opened Toast Email Marketing, you are paying for a tool you have not switched on.
3. ToastIQ: Let the AI Build the Campaign
ToastIQ is Toast's AI marketing assistant, launched in 2025. It reads your own POS sales data and builds cross-channel email, SMS, and social campaigns in a few clicks. Most operators have never opened it. It is already inside your Toast account.
A Father's Day campaign, targeted, margin-aware, and built from your own menu performance data, is exactly the use case ToastIQ was designed for.
If You Missed Mother's Day, Father's Day Is Your Second Chance
The operators who were not configured in May are the exact restaurants who need to act now. Father's Day is June 21, close enough that the window for setting this up properly is already narrowing.
This is not about running a generic promotion. It is about using the tools already inside your Toast POS to fill the right tables, promote the right menu items, and protect your margins, without handing 30% of every order to a delivery app.
Not Sure What's Switched Off in Your Toast Account?
That is exactly what the free 30-minute Toast Marketing Audit is for.
We log into your actual Toast account, not a generic presentation, and show you exactly which features are dormant and what they would do for your revenue on a day like Father's Day.
No pitch. No obligation. Just a clear map of what to do first.
→ Book your free Toast Marketing Audit at greatworkonline.com/toast-pos
→ Download the free Toast Marketing Activation Checklist at greatworkonline.com/toast-activation-checklist
Great Work Online helps restaurant owners across Canada and the US turn their Toast POS into a full marketing engine, covering email and loyalty campaigns, reservations, and direct ordering. Founded by Pam Monteith. In partnership with Accountific.