Burger Chain Traffic Continues Decline

From burgerbusiness.com by admin
Burger Chain Traffic Continues Decline

While overall foodservice customer traffic is at its highest level in six years thanks to breakfast popularity and spending is up, customer counts at QSR burger chain restaurants continue to slip, according to new data from The NPD Group.

McDonald's customers in EuropeFor the 12 months ended in May 2015, restaurant and foodservice visits were 61.1 billion, compared with 60.6 billion visits during the comparable period ended May 2010. However, customer traffic at QSR burger chain restaurants has declined by 3% over the past five years. Traffic trends at independent burger restaurants were not immediately available, but traffic has dipped 2% at independents overall (all menu types) since 2010.

Total foodservice traffic rose 1% in the year ended May 2015; total QSR category saw traffic rise by 1%. Midscale/family-dining restaurants experienced a 3% decline over that period. Casual dining ended a long decline in traffic to remain flat.

A 3% increase in spending in the year ended May 2015 was driven by a higher average check average (itself driven by higher menu prices, no doubt).

Breakfast was the star daypart in the year ended May 2015, with customer traffic up 4%. QSRs accounted for most of the breakfast gains. Lunch and dinner were flat for the foodservice industry; afternoon snack traffic declined by 2%.