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1、The Lean:Restaurant/QSR Insights Brief-Vol.2|January 2022|1VOLUME 2|JAN 2022Restaurant/QSRInsights BriefTimely Consumer Insights for MarketersThe LeanThe Lean:Restaurant/QSR Insights Brief-Vol.2|January 2022|2Between professional careers and personal lives,we understand that there is very little tim
2、e left to read drawn out whitepapers.This is why we created The Lean meaningful marketing insights that help brands make strategic decisions about their marketing campaigns.Specifically designed for easy consumption and quick reference,each issue of The Lean applies offline be-havioral data filters
3、and other industry sources to current consumer trends to help understand the impact they are having on business outcomes such as visits and sales.GroundTruth data is sourced from the 30 billion annual global visits observed on its platform.All data is anonymized and aggregated.1 Sources:Black Box In
4、telligenceAbout The LeanOverviewIn this latest issue of the Restaurant Lean:Volume 2 we identify the top restaurant categories by foot traffic volume and the time of day generating the most visitation across key restaurant categories.In addition,we highlight seasonal traffic fluctuations throughout
5、2021 and analyze how share of visitation across the QSR industry is impacting brand loyalty and dining trends.The Road AheadRestaurant sales increased 8.3%in November 2021 when compared to November 20191 and recorded its highest level of foot traffic during the same period(Q4).The surge in growth is
6、 primarily attributed to higher menu prices and modest increases in holiday spending.While the restaurant industry has made some progress toward recovery over the last few months,it is still struggling to sustain that growth amid higher food costs,increased competition,and the recent emergence and w
7、ide-spread impact of Covid 19s Omicron strain.This creates fierce competition,forcing fine dining restaurants to evolve into convenience-driven business models like that of QSRs.Even mobile kitchens are blurring the lines between fine dining restaurants and quick-service restaurants(QSR).For many re
8、staurants,the path to sustainability hasnt been easy,but despite the effects of the past two years,new oppor-tunities have emerged that allowing them to increase customer reach and engagement.Those restaurants that have been able shift their operations and staffing structure to better cater to consu
9、mer behaviors such as providing pick-up and delivery options have transformed their businesses.The Lean:Restaurant/QSR Insights Brief-Vol.2|January 2022|3Restaurant Industry Highlights3452021 Holiday events and shopping activities accelerated visitation growth in Q4 as more shoppers dined out during
10、 the weekends.Brand loyalty continues to be a top priority for restau-rants in a crowded industry.Ghost kitchens and virtual brands provide endless opportunities for the restaurant industry as well as competition.The Fine Dining category in particular saw the highest increase in visits from Q1 to Q4
11、 2021.12Foot traffic steadily progressed throughout the year as the Restaurant category rebounded.The Lean:Restaurant/QSR Insights Brief-Vol.2|January 2022|4Restaurants are ReboundingFine dining establishments in particular saw big increases in foot traffic as the year progressed.Foot traffic for th
12、e total Restaurant category was up+14%from Q1-Q4 2021.The Fine Dining category saw the most gains as more people got vaccinated and got more comfortable eating indoors.CHANGE IN FOOT TRAFFIC FROM Q1 TO Q4 2021TotalFine DiningCasual DiningCoffeeQSRPizzaFast CasualBakery/Dessert+34%+14%+18%+17%+14%+12
13、%+11%+6%The Lean:Restaurant/QSR Insights Brief-Vol.2|January 2022|5Top Trending BrandsTOP TRENDING RESTAURANTS FROM Q1-Q4 2021Dos Toros+80%Bolay+68%Wolfgang Puck+68%Golden Corral+61%Eddie Vs Prime SeafoodTaco Bell+49%+42%Mortons the Steakhouse+47%Dennys+44%California Pizza KitchenCapital Grille+48%+
14、37%Fine Dining chains,such as Wolfgang Puck,are trending with foot traffic up 68%in 2021About 70%of traffic to Golden Corral comes from their loyal patrons,which only make up about 15-16%of total guests,highlighting the importance of building brand loyalty22 Nationas Restaurant NewsThe Lean:Restaura
15、nt/QSR Insights Brief-Vol.2|January 2022|6Q4 Restaurant Foot Traffic SnapshotRestaurant foot traffic accelerated after Thanksgiving as holiday shopping commenced.Foot traffic was an average of 26%higher on the weekends between Thanksgiving and Christmas as consumers enjoyed eating&getting together a
16、t restaurants and doing some holiday shoppingWhile most people were home for the holidays,Dec.25th proved to be more of a popular holiday to celebrate at a restaurantQ4 2021 RESTAURANT FOOT TRAFFIC25-Dec02-Oct5010015016-Oct30-Oct13-Nov27-Nov11-Dec-67%-58%The Lean:Restaurant/QSR Insights Brief-Vol.2|
17、January 2022|7Customer Loyalty Powers Growth in A Crowded MarketMany QSRs share over 60%of their customer base with other brands.MCDONALDSSTARBUCKSSUBWAYTACO BELLCHICK-FIL-AWENDYSBURGER KINGDUNKIN DONUTSMCDONALDSSTARBUCKSSUBWAYTACO BELLCHICK-FIL-AWENDYSBURGER KINGDUNKIN DONUTS64%63%66%58%67%69%56%33
18、%46%36%36%37%39%38%37%40%43%37%43%44%36%29%32%31%35%29%36%26%24%26%26%30%30%29%26%25%30%27%31%25%32%28%24%25%26%23%30%30%25%20%24%22%25%24%26%22%Q4 2021 RESTAURANT FOOT TRAFFICOver 21 million U.S.consumers have enrolled in McDonalds Rewards loyalty program,contrib-uting to their 10%same-store sales
19、growth in Q3356%of Dunkin Donuts visitors also go to McDonaldsLOW OVERLAPHIGH OVERLAP3 eMarketerThe Lean:Restaurant/QSR Insights Brief-Vol.2|January 2022|8Emerging Trends:Ghost&Digital KitchensThe pandemic accelerated the need for convenient,contactless food service,making way for new lines of busin
20、ess for restaurant brands.Ghost Kitchens are cooking facilities that produce food only for delivery,with no eat-in or customer-facing services.of restaurant customers are ordering from restaurants websites for home delivery more often.4Digital kitchens are smaller footprint locations operating solel
21、y for delivery and pickup orders.48%of consumers order food online from restaurants more often than prior to March 2020.458%4 PYMNTSThe Lean:Restaurant/QSR Insights Brief-Vol.2|January 2022|9Looking ForwardActivating loyalty programs during slower business points can help fill revenue gaps.For resta
22、urant marketers,2022 will be a pivotal point as much of the battle for customer mindshare will continue to happen in the digital marketing world.Rewarding customers through engaging loyalty programs can often be an effective way to create multiple visits throughout the year.Moreover,activating rewar
23、ds during low business points can help fill revenue gaps.Many of the top brands imple-menting aggressive loyalty programs see them pay off in big ways.McDonalds,for example,who has more than 21 million U.S.consumers enrolled in their rewards loyalty program,reported 10%same-store sales growth in Q3
24、2021.Your customers may be moonlighting with your competitors.Seasonal moments can help offset a fluctuating economy.Many QSRs share over 60%of their customer base with other brands,likely being driven by a combination of convenience,value and impulse dining decisions.In a highly competi-tive enviro
25、nment,the value of retaining your customers and building long term relationships with them can be the differ-ence between meaningful growth or a struggling business.But if you dont know which of your customers are visiting competitors,your marketing investments could be working blindly.Visitation da
26、ta can help identify which of your loyal customers are moonlighting with your competitors and when.Restaurants can use these insights to help make sure their retention campaigns are actually reaching the right people.While the pandemic may be creating fluctuations in visitation trends,seasonal event
27、s such as Easter,Mothers Day and Valentines Day have all proven to generate higher volumes of business throughout the year.In fact,during 2021,several major holidays drove some of the highest volumes of business for restaurants despite challenges presented by the pandemic.However,special menus and t
28、hemed experiences alone can fall short if marketers arent able to reach their key demographics for each holiday e.g.,families for Mothers Day.Using an audience strategy based on demographics and other relevant attributes can help brands make the most of holiday based targeting campaigns.Understandin
29、g consumer mobility is getting more complicated.Restaurants will need to focus on real-time engagement through diversified media channels to ensure regular customer engagement.Otherwise,they risk losing them to competitors.This includes reaching a market of always-on consumers through social,video,a
30、nd mobile in multiple locations such as their home,office,and when they are out of town.Location data-based audience insights can be the foundation of effective targeting for omnichannel campaigns,allowing restaurants to reach consumers during key moments of decision.The Lean:Restaurant/QSR Insights Brief-Vol.2|January 2022|10Questions?groundtruthcoCONTACT US