The fact is insights matter if you are
selling food. Restaurants, Convenience
Stores, Service Deli’s, Bodegas all need to know how they are doing compared to
others selling meals and meal components for the same dayparts according to Steven
Johnson Grocerant Guru® at Tacoma, WA based Foodservice
Regular readers of this blog remember
that The NPD Group and IRI team-up when the food industry turned down, they did
evolve and change their name to Circana. Fortunately, they did not have to
sell themselves to magazine or newspaper to survive, they continue to serve our
industry on the complexity of consumer behavior. Through advanced analytics,
cross-industry data and subject matter expertise, Circana provides insights and research that helps clients unlock
Here is some good news from Circana, “The
U.S. restaurant industry continued to recover from COVID-19 pandemic-related
losses in February, with traffic up by 2 percent year over year, reported Circana.
Visits to quick-service restaurants,
representing 82 percent of total restaurant industry visits, grew by 3 percent
during the month of February vs. the year-ago period. Alternatively,
full-service visit growth was held back by a 13 percent decline in dinner
traffic, the segment's busiest meal daypart. However, the segment increased
visits at morning meal and lunch. Overall, visits to full-service restaurants
declined by 2 percent in February compared to one year ago.
Total restaurant traffic at the
morning meal, breakfast and a.m. snack has fully recovered from pandemic
losses, Circana reported. Morning meal restaurant visits grew by 10
percent in February year over year and are up 2 percent from three years ago.
Whereas total restaurant lunch visits were down 1 percent in February vs. one
year ago, and dinner traffic was down 3 percent.
"We're seeing strong customer
traffic at breakfast and morning snack, which means consumers are looking for
convenience and portable meals and snacks," said David Portalatin, Circana food industry advisor. "On the other hand, dinner and
lunch visit growth has been slower due to home-centric behaviors being stickier
at these dayparts. At lunch, consumers have other choices, including bringing
items from home or going to a workplace cafeteria, offering subsidized pricing
or no-cost options. Additionally, the higher average check for lunch and dinner
may make them less appealing to some consumers."
Just like convenience is a factor in
breakfast and morning snack growth, it is also a factor in off-premise ordering
like drive-thru, carry-out and delivery. In February, off-premises traffic
represented 72 percent of the total restaurant traffic. Although on-premises
visits have increased since the height of the pandemic, dine-in traffic is down
double-digits from three years ago.
"The morning meal growth is a
clear sign of what consumers are looking for when using foodservice," Portalatin added. "Moving forward, enticing
consumers with convenience, whether portability, ordering ease or speed,
appears to be where the demand currently is in the foodservice industry."
Are you looking for a new partnership
to drive sales? Are you ready for some fresh ideations? Do your food marketing
tactics look more like yesterday than tomorrow? Visit GrocerantGuru.com for more information or contact: Steve@FoodserviceSolutions.us Remember success does leave clues and we just may have the
clue you need to propel your continued success.