The Lean: Restaurant/QSR Brief

Restaurant sales increased 8.3% in November 2021 when compared to November 2019 and recorded its highest level of foot traffic during the same period (Q4). The surge in growth is 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 widespread impact of Covid 19’s Omicron strain.

For many restaurants, the path to sustainability hasn’t been easy, but despite the effects of the past two years, new opportunities have emerged that is allowing them to increase customer reach and engagement. Those restaurants that have been able shift their operations and staffing structure to better cater to consumer behaviors such as providing pick-up and delivery options have transformed their businesses.

In 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 2021 and analyze how share of visitation across the QSR industry is impacting brand loyalty and dining trends.

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About the Lean:

Between professional careers and personal lives, we understand that there is very little time left to read drawn out white papers. 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 behavioral data filters 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.