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After a period of robust growth following COVID, the eatertainment sector has slowed. Rising prices and economic uncertainty have led many consumers to tighten their budgets, cutting back on discretionary activities. But Q2 2025 data points to an emerging trend that could reshape the industry's trajectory: unlimited-play subscription models that drive repeat visits to major chains.
Eatertainment’s leading brands have followed very different trajectories since 2019. Topgolf and Dave & Buster’s expanded significantly after COVID, driving overall visits above 2019 levels and outperforming the broader full-service restaurant (FSR) segment. By Q2 2025, Topgolf’s systemwide foot traffic was up 59.2% compared to the same period in 2019, while Dave & Buster’s overall visits rose 7.1%. However, both chains began to slow at the unit level in 2022 as inflation weighed on household budgets.
Chuck E. Cheese, meanwhile, shuttered dozens of locations after its 2020 bankruptcy. But in mid-2024, the brand’s systemwide and per-location visits began rebounding significantly, surpassing even the broader FSR segment by Q1 2025.
Chuck E. Cheese’s resurgence can be traced to a revamped Summer Fun Pass program launched in the summer of 2024. By offering unlimited play, the company drove a dramatic increase in repeat visits – and the model proved so successful that the company extended it year-round, fueling sustained visit growth that continued into 2025.
Between March and May 2025, per-location visits to Chuck E. Cheese surged 17.6% to 23.0% year over year (YoY), before stabilizing in June and July as the chain began lapping its extraordinary 2024 performance. Importantly, this plateau doesn’t indicate decline – instead, it highlights Chuck E. Cheese’s ability to maintain traffic levels that seemed unimaginable just two years ago.
Chuck E. Cheese’s loyalty surge also shows no signs of abating. In June 2024 12.0% of visitors came in at least twice during the month – up from 7.2% to 8.0% the previous summer. And although repeat visitation dipped somewhat when school resumed in the fall, it remained elevated YoY and rebounded again this summer.
Topgolf has long relied on expansion to drive growth. But even as overall foot traffic has continued surging past pre-COVID benchmarks, visits per location began declining in 2022.
Recent data, however, suggests this dynamic is shifting. Since May, the chain has posted high single-digit per-location YoY growth – a clear indicator of unit-level recovery. And though same-venue sales still fell 6.0% last quarter, the company raised its guidance, signaling an improved outlook.
Here too, loyalty metrics point to the central role of Topgolf’s revived Summer Fun Pass in reigniting traffic by offering value-conscious consumers more affordable access to its premium experience. Though the gains are smaller than those seen by Chuck E. Cheese’s, they still mark a meaningful step in Topgolf’s recovery.
Dave & Buster’s flagship chain continues to lag peers on YoY visitation, with Q2 2025 traffic below 2024 levels. Still, visit data for May to July 2025 points to an improving trend, aligning with the company’s recent report of better comp sales in June.
Once again, progress appears tied to a new subscription model – Dave & Buster’s first-ever Summer Season Pass. Priced similarly to last year’s new Winter Pass, but timed to coincide with school and college vacations, the summer program significantly boosted repeat visits and strengthened customer engagement. And although per-location traffic at Dave & Buster’s remains a challenge, the brand’s growing loyalty base and expanding footprint give it a foundation for steady, sustainable growth.
Much like gym memberships, affordable flat fees for gameplay at eatertainment venues allow budget-conscious consumers to stretch their dollars by visiting more often. And these subscription-based models appear to be resonating with consumers in 2025.
But the model comes with its own challenges. For Chuck E. Cheese, Topgolf, and Dave & Buster’s, the key test will be turning higher visitation into greater spend. Converting traffic gains into food, beverage, and event revenue – without eroding margins – will ultimately determine whether subscription-driven loyalty can deliver sustainable long-term growth.
For more data-driven consumer insights, visit placer.ai/anchor.
Starbucks launched its latest fall menu on August 26th, 2025, which included the fan-favorite Pumpkin Spice Latte (PSL). How did the return of the anticipated beverage impact visits this year? We dove into the data to find out.
The fall menu launch and PSL return drove significant visit spikes to Starbucks, as shown in the chart below. And traffic on this year's PSL launch was nearly identical to 2024 levels – highlighting the remarkable consistency of the seasonal offering that has now become a cultural staple. The ability of the PSL to drive traffic at scale – even after two decades – underscores its unique role in Starbucks' playbook.
While the PSL's appeal is coast-to-coast, enthusiasm varies geographically.
The map below plots the increase in Starbucks visits on the launch of the fall menu compared to each state's pre-fall menu launch daily average. The Mountain region emerged as this year's PSL epicenter: Utah led the nation with a traffic surge of over 40% above its daily average, with neighboring states like Colorado, Idaho, and Nevada also showing exceptional gains. The Midwest and Appalachia, including West Virginia and Kentucky, followed with their own impressive double-digit increases.
By contrast, increases were more muted in the Northeast and Southeast, with single-digit visit growth in Louisiana, Mississippi, Georgia, New York, Vermont, and New Hampshire. Together, these patterns reveal both the universal draw of Starbucks’ seasonal offerings and the regional nuances that shape consumer response.
While competitors like Dunkin' and Dutch Bros. also leverage seasonal menus to attract customers, their launch-day boosts don't match the scale of the PSL phenomenon, as shown in the chart below. Starbucks has successfully transformed a menu update into a highly anticipated cultural moment that competitors struggle to replicate.
This data suggests that Starbucks' fall launch doesn't just boost its own traffic – it sets the benchmark for the entire industry. The brand’s ability to blend product innovation with cultural relevance reinforces its position as the undisputed leader in the seasonal beverage market.
The data from the 2025 fall menu launch suggests that the Pumpkin Spice Latte is far more than a seasonal beverage; it is one of Starbucks' most reliable and defensible strategic assets. The popular LTO provides a predictable traffic and revenue anchor, transforming the fall menu and the PSL at its center into a reliable financial instrument that widens the company's competitive advantage.
Ultimately, the enduring success of the PSL highlights Starbucks' mastery in transforming a product into a cultural tradition, proving that the most powerful driver of consumer behavior isn't just the product itself, but the anticipation and ritual built around it.
For more data-driven insights, visit placer.ai/anchor
Secondhand shopping has emerged as a major storyline this season amid potential tariff-driven apparel price hikes – but foot traffic data shows that thrifting's move into the mainstream has been years in the making. We dove into the data to assess the state of the thrift store segment in 2025 and explore what’s driving its continued momentum.
Thrift store foot traffic has been on an impressive upward trajectory since COVID. In Q2 2025, visits were up 39.5% compared to Q2 2019 – far exceeding the 9.5% growth seen across the broader clothing industry.
This visit growth advantage reflects a mix of factors, including heightened economic pressures and sustainability concerns. In addition, while much apparel shopping has shifted online – and digital resale platforms like ThredUp are gaining traction – thrifting remains inherently experiential and in-person.
Thrifting’s unique seasonality also highlights its important role in the consumer shopping cycle. As the chart below illustrates, conventional apparel peaks during the holiday shopping season (Q4) while thrift stores hit their stride in summer (Q3) – likely buoyed by warm-weather wardrobe refreshes and back-to-school shopping.
A closer look at year-over-year (YoY) trends show industry-wide thrift store visit increases outpacing per-location gains, suggesting that the segment’s growth is partly driven by store openings. Yet established locations are thriving too, with average visits per location continuing to rise even against last year’s strong benchmarks.
This dual pattern – new stores bringing in additional shoppers while established locations continue to grow – shows that thrifting’s momentum reflects true market expansion rather than merely a redistribution of demand.
Demographic data also points to thrifting’s ongoing move into the mainstream. The median household income of areas feeding visits to thrift stores has risen steadily since 2019, signaling a significant broadening of these stores' customer base beyond their traditional lower-income demographic.
Geographically, thrift shopping has also expanded beyond its urban roots. The share of visits from rural, semi-rural, and suburban communities has climbed consistently over the past six years, making secondhand shopping a fixture of consumer culture across regions and income levels.
With potential tariffs threatening to raise the cost of imported clothing, continued economic pressures, and rising demand for sustainable alternatives, thrift stores appear poised to thrive well into the future. Will secondhand visits climb to new highs this summer?
Follow Placer.ai/anchor to find out.
Whether it’s a family picnic, a romantic stroll, or a casual jog, local parks have long been woven into the fabric of American life. In recent years, however, when and how people use these green spaces has shifted in important ways.
Using Placer.ai’s index of 3,000 local parks (i.e., smaller parks within cities, towns, and suburbs and excluding national and state parks), we analyzed visitation patterns over the past year and compared them to pre-COVID baselines. The results reveal not only a steady rise in park traffic, but also meaningful changes in how Americans engage with these public spaces.
Visits to local parks have steadily increased since 2019 as shown in the graph below – reflecting a sustained post-pandemic shift toward outdoor activities.
But the data also shows an interesting seasonal shift. Unsurprisingly, park visits tend to peak in spring and summer (Q2 and Q3), and drop in winter. But whereas in 2019 and 2021, Q3 slightly outperformed Q2, this trend began to reverse in 2022 – and over the past three years, spring and early summer have consistently outpaced the July to September period. Additionally, while Q2 visits have grown year after year, Q3 visits began to decline in 2024 – and July 2025 data suggests the trend may be continuing.
The shift, though subtle, may be tied to extreme summer heat waves in recent years – but it remains to be seen if this pattern will hold long-term.
Beyond sheer numbers, how people use parks is also changing. Since 2019, the share of visits lasting under 30 minutes has dropped, while visits over 30 minutes have increased – pointing to more intentional, extended outings that may include picnics, sports, or social gatherings.
At the same time, the share of weekday and early-day visits have declined, while weekend and evening visits have grown. This suggests that park trips are increasingly seen as dedicated leisure activities – part of people’s weekend plans rather than casual, quick visits.
Meanwhile, analyzing parks' trade areas indicates a subtle but significant shift in the demographic profiles of park-goers.
In both 2018/9 and 2024/5, park visitors tended to come from relatively affluent areas, with median household incomes (HHIs) above the nationwide average of $79.6K. But the analyzed period saw a modest but significant decline in the median HHI of parks’ trade areas. indicating a broadening of the audience making use of these spaces.
This shift was accompanied by an increase in the participation of families with children – further evidence of the emergence of local parks as communal, family-oriented spaces.
The growth in visitation along with the shifts in timing, duration, and demography carry important implications for local governments and park planners – and understanding these trends can help cities serve their communities and allocate relevant resources more effectively.
For example, with weekend visitation on the rise, cities could plan more park events on Saturdays and Sundays to maximize attendance and community engagement. In addition, more weekend visitors may require expanded parking, public transport options, or bike access to accommodate higher demand.
The growth in later and longer park visits may also suggest a greater need for improved evening amenities, such as better lighting for safety and extended hours for public facilities. Longer visits could also mean higher demand for seating, shaded areas, restrooms, and refreshment vendors. And more families with children could drive demand for enhanced playground equipment, family-friendly programming, and child safety features.
By aligning park services with these evolving patterns, local governments can better serve residents, attract more visitors, and make the most of the growing enthusiasm for outdoor public spaces.
For more up-to-date insights into population movement and civic trends, explore our free migration tool.
Las Vegas has long been a tourism mecca, attracting domestic and international travelers eager to partake of the city’s iconic offerings. However, as economic uncertainty weighs heavily on many would-be vacationers' minds, visits to the city have slowed. We examined H1 2025 data for the city and its legendary Las Vegas Strip (just outside the city limits) to see how domestic tourism slowdowns are impacting the city.
Las Vegas, with its iconic vistas, casinos, entertainment options, and convention centers, has long been a favorite domestic tourism destination. But travel patterns have slowed nationwide, and the downturn hasn’t spared the Entertainment Capital of the World. Foot traffic data for out-of-market domestic visitors to Vegas – defined here as those coming from at least 50 miles away – shows a notable decline in tourist visits to the city.
Visits to the city of Las Vegas have dropped consistently since the pandemic, hitting a low in Q1 2025 when out-of-market traffic fell 4.0% YoY. The Las Vegas Strip, which hosts most of the area’s marquee attractions and drives substantial revenue, fared even worse with a 10.6% YoY decline in Q1.
Still, visits to both the city and the Strip picked up somewhat in Las Vegas’ traditionally stronger Q2, a positive sign for the city and perhaps an indication of better things to come.
Economic uncertainties are likely one of the main reasons for the slowing visits to Las Vegas. And analyzing median household income (HHI) data for the areas supplying out-of-market visitors to the city highlights the economic pressures at play.
In Q2 2019, both the city of Las Vegas and the Strip drew visitors from areas with median HHIs of about $83.0K, with only a slight gap in favor of the Strip. But since then, median HHI trends have shifted, with Las Vegas seeing a subtle but steady rise in median HHI to $88.8K, and the Strip seeing a much more substantial increase to $99.4K.
The steeper climb in median HHI for the Strip’s visits, coupled with its larger visit gaps, suggests that as prices for tourist attractions climb, more budget-conscious visitors may be opting to explore beyond the Strip. Hotel and casino operators, seeing spending on leisure activities soften, are now offering steep discounts to attract additional travel. For local stakeholders, this poses both opportunities and potential downsides: While higher-income visitors may spend more, opening up ample opportunities for operators and retailers, middle-income-focused properties and storefronts face mounting risks. Developing “on-ramps” for value-conscious travelers will be critical to maintaining wide-ranging appeal and driving continued tourism growth.
The shifting profile of visitors presents Las Vegas with both challenges and opportunities. City leaders and industry stakeholders must juggle catering to a more affluent crowd while remaining accessible to budget-minded travelers. Ultimately, the city’s resilience will hinge on a balanced approach – welcoming high-rollers while ensuring that Las Vegas remains a destination for everyone.
Visit Placer.ai/anchor for the latest data-driven travel & leisure insights.
July has become a heavy hitter in the retail calendar as retailers battle for consumers' attention and spending. Promotional activity during this month is incredibly high as the industry enters the back-to-school season and debut of pre-fall collections. However, one promotional event has long held the top spot in July, with its history pre-dating Prime Day and other retailer deal day events: The Nordstrom Anniversary Sale.
The Anniversary Sale’s premise is unique compared to other promotional events across the retail calendar; most items included in the event are exclusive to Nordstrom and typically the discounts are on new releases instead of previously released mark downs. The sale has become a signal of the changing of seasons as consumers prepare their fall wardrobes. Over the years, it has provided incredible insight into the psyche of the consumer and the impact of social media influencers on the retail industry.
The annual event has undergone some major changes over the last decade. Nordstrom was quick to embrace the power of social media influencers, and the Anniversary Sale gave influencers incredible opportunities to drive conversion from themselves and the retailer, and in return, receive high commissions. It wasn’t uncommon for user generated content to skyrocket with influencers posting hauls of their Anniversary Sale finds and deals. However, the commission structure has evolved over time, and the retailer has seemingly shifted its focus away from content creators as the primary driver of consumer engagement.
This year marked the longest public Anniversary Sale, which ran from July 12th through August 3rd. (Any consumer can shop at Nordstrom during the public Anniversary sale, but Nordstrom cardmembers usually have early access to the sale, and pre-sale lengths have fluctuated over the years). This year had 23 sale days, compared to 21 in 2023 & 2024, 17 in 2019 and 2022, and 12 in 2021, which may have been impacted by pandemic induced supply chain issues.
Looking at overall visitation for the event, traffic was up 17% compared to 2024 and 15% compared to 2023, but that does account for the two extra days of the sale. On a more comparable basis, the average visits per day of the 2025 Anniversary Sale were up 7% vs. 2024 and up 5% vs. 2023, respectively, highlighting that 2025 did bring a higher volume of average visitors per day, despite the longer sale period. But average visits per day during the sale were below 2019, 2021 and 2022 levels, when influencer marketing around the event was much higher than it is today.
Still, Nordstrom has regained its footing with many consumers over the past year, and that combined with consumers' desire for value across retail may have contributed to this year’s higher volume of visits compared to the past few years.
Another interesting outcome from this year? The percentage of visits during the weekend was higher in 2025 than all previous years reviewed. The public sale did start on a Saturday this year, which could have had an impact, but it also indicates that consumers might have been looking to the sale as an event to plan their shopping around, instead of a quick stop off during the week. Beginning the sale on Saturday may have moved the needle to drum up shopper excitement and incentivize visitors to shop on the first day of the event.
Consumers of all segments are increasing their appetite for value across the retail industry, and it appears that the Anniversary Sale was primed to welcome wealthy shoppers who wanted to score this year’s trends and designers at a lower price point. According to PersonaLive consumer segmentation, 2025 saw a higher distribution of visits from Ultra Wealthy Families & Wealth Suburban Families than the previous two sale events. There may have been fewer aspirational shoppers this year as well, concentrating visits with consumers who have higher levels of disposable income.
There was also an increase in the share of visits by older consumer segments at the expense of younger shoppers, which is interesting considering potential differences in consumer sentiment between generations and less emphasis on marketing the sale through social media.
Overall, the success of this year’s Anniversary Sale from a visitation perspective is encouraging, as many retailers contend with rising prices and waning consumer demand for discretionary goods. The strong visitation trends during the early back-to-school period highlight the brand value and positive consumer perception that the retailer has successfully cultivated in recent years. Nordstrom has found the formula to engage and retain shoppers, and it’s no wonder that we selected it as a Ten Top Brand to Watch for 2025.
Retailers have to be more creative to drive consumer activity in-store for the remainder of the year, but exclusivity might just be the key to success as evidenced by the Anniversary Sale performance.
To see up-to-date retail traffic trends, visit our free tools.
The restaurant space has experienced its fair share of challenges in recent years – from pandemic-related closures to rising labor and ingredient costs. Despite these hurdles, the category is holding its own, with total 2024 spending projected to reach $1.1 trillion by the end of the year.
And an analysis of year-over-year (YoY) visitation trends to restaurants nationwide shows that consumers are frequenting dining establishments in growing numbers – despite food-away-from-home prices that remain stubbornly high.
Overall, monthly visits to restaurants were up nearly every month this year compared to the equivalent periods of 2023. Only in January, when inclement weather kept many consumers at home, did restaurants see a significant YoY drop. Throughout the rest of the analyzed period, YoY visits either held steady or grew – showing that Americans are finding room in their budgets to treat themselves to tasty, hassle-free meals.
Still, costs remain elevated and dining preferences have shifted, with consumers prioritizing value and convenience – and restaurants across segments are looking for ways to meet these changing needs. This white paper dives into the data to explore the trends impacting quick-service restaurants (QSR), full-service restaurants (FSR), and fast-casual dining venues – and strategies all three categories are using to stay ahead of the pack.
Overall, the dining sector has performed well in 2024, but a closer look at specific segments within the industry shows that fast-casual restaurants are outperforming both QSR and FSR chains.
Between January and August 2024, visits to fast-casual establishments were up 3.3% YoY, while QSR visits grew by just 0.7%, and FSR visits fell by 0.3% YoY. As eating out becomes more expensive, consumers are gravitating toward dining options that offer better perceived value without compromising on quality. Fast-casual chains, which balance affordability with higher-quality ingredients and experiences, have increasingly become the go-to choice for value-conscious diners.
Fast-casual restaurants also tend to attract a higher-income demographic. Between January and August 2024, fast-casual restaurants drew visitors from Census Block Groups (CBGs) with a weighted median household income of $78.2K – higher than the nationwide median of $76.1K. (The CBGs feeding visits to these restaurants, weighted to reflect the share of visits from each CBG, are collectively referred to as their captured market).
Perhaps unsurprisingly, quick-service restaurants drew visitors from much less affluent areas. But interestingly, despite their pricier offerings, full-service restaurants also drew visitors from CBGs with a median HHI below the nationwide baseline. While fast-casual restaurants likely attract office-goers and other routine diners that can afford to eat out on a more regular basis, FSR chains may serve as special occasion destinations for those with more moderate means.
Though QSR, FSR, and fast-casual spots all seek to provide strong value propositions, dining chains across segments have been forced to raise prices over the past year to offset rising food and labor costs. This next section takes a look at several chains that have succeeded in raising prices without sacrificing visit growth – to explore some of the strategies that have enabled them to thrive.
The fast-casual restaurant space attracts diners that are on the wealthier side – but some establishments cater to even higher earners. One chain of note is NYC-based burger chain Shake Shack, which features a captured market median HHI of $94.3K. In comparison, the typical fast-casual diner comes from areas with a median HHI of $78.2K.
Shake Shack emphasizes high-quality ingredients and prices its offerings accordingly. The chain, which has been expanding its footprint, strategically places its locations in affluent, upscale, and high-traffic neighborhoods – driving foot traffic that consistently surpasses other fast-casual chains. And this elevated foot traffic has continued to impress, even as Shake Shack has raised its prices by 2.5% over the past year.
Steakhouse chain Texas Roadhouse has enjoyed a positive few years, weathering the pandemic with aplomb before moving into an expansion phase. And this year, the chain ranked in the top five for service, food quality, and overall experience by the 2024 Datassential Top 500 Restaurant Chain.
Like Shake Shack, Texas Roadhouse has raised its prices over the past year – three times – while maintaining impressive visit metrics. Between January and August 2024, foot traffic to the steakhouse grew by 9.7% YoY, outpacing visits to the overall FSR segment by wide margins.
This foot traffic growth is fueled not only by expansion but also by the chain's ability to draw traffic during quieter dayparts like weekday afternoons, while at the same time capitalizing on high-traffic times like weekends. Some 27.7% of weekday visits to Texas Roadhouse take place between 3:00 PM and 6:00 PM – compared to just 18.9% for the broader FSR segment – thanks to the chain’s happy hour offerings early dining specials. And 43.3% of visits to the popular steakhouse take place on Saturdays and Sundays, when many diners are increasingly choosing to splurge on restaurant meals, compared to 38.4% for the wider category.
Though rising costs have been on everybody’s minds, summer 2024 may be best remembered as the summer of value – with many quick-service restaurants seeking to counter higher prices by embracing Limited-Time Offers (LTOs). These LTOs offered diners the opportunity to save at the register and get more bang for their buck – while boosting visits at QSR chains across the country.
Limited time offers such as discounted meals and combo offers can encourage frequent visits, and Hardee’s $5.99 "Original Bag" combo, launched in August 2024, did just that. The combo allowed diners to mix and match popular items like the Double Cheeseburger and Hand-Breaded Chicken Tender Wraps, offering both variety and affordability. And visits to the chain during the month of August 2024 were 4.9% higher than Hardee’s year-to-date (YTD) monthly visit average.
August’s LTO also drove up Hardee’s already-impressive loyalty rates. Between May and July 2024, 40.1% to 43.4% of visits came from customers who visited Hardee’s at least three times during the month, likely encouraged by Hardee’s top-ranking loyalty program. But in August, Hardee’s share of loyal visits jumped to 51.5%, highlighting just how receptive many diners are to eating out – as long as they feel they are getting their money’s worth.
McDonald’s launched its own limited-time offer in late June 2024, aimed at providing value to budget-conscious consumers. And the LTO – McDonald’s foray into this summer’s QSR value wars – was such a resounding success that the fast-food leader decided to extend the deal into December.
McDonald’s LTO drove foot traffic to restaurants nationwide. But a closer look at the chain’s regional captured markets shows that the offer resonated particularly well with “Young Urban Singles” – a segment group defined by Spatial.ai's PersonaLive dataset as young singles beginning their careers in trade jobs. McDonald's locations in states where the captured market shares of this demographic surpassed statewide averages by wider margins saw bigger visit boosts in July 2024 – and the correlation was a strong one.
For example, the share of “Young Urban Singles” in McDonald’s Massachusetts captured market was 56.0% higher than the Massachusetts statewide baseline – and the chain saw a 10.6% visit boost in July 2024, compared to the chain's statewide H1 2024 monthly average. But in Florida, where McDonald’s captured markets were over-indexed for “Young Urban Singles” by just 13% compared to the statewide average, foot traffic jumped in July 2024 by a relatively modest 7.3%.
These young, price-conscious consumers, who are receptive to spending their discretionary income on dining out, are not the sole driver of McDonald’s LTO foot traffic success. Still, the promotion’s outsize performance in areas where McDonald’s attracts higher-than-average shares of Young Urban Singles shows that the offering was well-tailored to meet the particular needs and preferences of this key demographic.
While QSR, fast-casual, and FSR chains have largely boosted foot traffic through deals and specials, reputation is another powerful way to attract diners. Restaurants that earn a coveted Michelin Star often see a surge in visits, as was the case for Causa – a Peruvian dining destination in Washington, D.C. The restaurant received its first Michelin Star in November 2023, a major milestone for Chef Carlos Delgado.
The Michelin Star elevated the restaurant's profile, drawing in affluent diners who prioritize exclusivity and are less sensitive to price increases. Since the award, Causa saw its share of the "Power Elite" segment group in its captured market increase from 24.7% to 26.6%. Diners were also more willing to travel for the opportunity to partake in the Causa experience: In the six months following the award, some 40.3% of visitors to the restaurant came from more than ten miles away, compared to just 30.3% in the six months prior.
These data points highlight the power of a Michelin Star to increase a restaurant’s draw and attract more affluent audiences – allowing it to raise prices without losing its core clientele. Wealthier diners often seek unique culinary experiences, where price is less of a concern, making these establishments more resilient to inflation than more venues that serve more price-sensitive customers.
Dining preferences continue to evolve as restaurants adapt to a rapidly changing culinary landscape. From the rise in fast-casual dining to the benefits of limited-time offers, the analyzed restaurant categories are determining how to best reach their target audiences. By staying up-to-date with what people are eating, these restaurant categories can hope to continue bringing customers through the door.
The COVID-19 pandemic – and the subsequent shift to remote work – has fundamentally redefined where and how people live and work, creating new opportunities for smaller cities to thrive.
But where are relocators going in 2024 – and what are they looking for? This post dives into the data for several CBSAs with populations ranging from 500K to 2.5 million that have seen positive net domestic migration over the past several years – where population inflow outpaces outflow. Who is moving to these hubs, and what is drawing them?
The past few years have seen a shift in where people are moving. While major metropolitan areas like New York still attract newcomers, smaller cities, which offer a balance of affordability, livability, and career opportunities, are becoming attractive alternatives for those looking to relocate.
Between July 2020 and July 2024, for example, the Austin-Round Rock-Georgetown, TX CBSA, saw net domestic migration of 3.6% – not surprising, given the city of Austin’s ranking among U.S. News and World Report’s top places to live in 2024-5. Raleigh-Cary, NC, which also made the list, experienced net population inflow of 2.6%. And other metro areas, including Fayetteville-Springdale-Rogers, AR (3.3%), Des Moines-West Des Moines, IA (1.4%), Oklahoma City, OK (1.1%), and Madison, WI (0.6%) have seen more domestic relocators moving in than out over the past four years.
All of these CBSAs have also continued to see positive net migration over the past 12 months – highlighting their continued appeal into 2024.
What is driving domestic migration to these hubs? While these metropolitan areas span various regions of the country, they share a common characteristic: They all attract residents coming, on average, from CBSAs with younger and less affluent populations.
Between July 2020 and July 2024, for example, relocators to high-income Raleigh, NC – where the median household income (HHI) stands at $84K – tended to hail from CBSAs with a significantly lower weighted median HHI ($66.9K). Similarly, those moving to Austin, TX – where the median HHI is $85.4K – tended to come from regions with a median HHI of $69.9K. This pattern suggests that these cities offer newcomers an aspirational leap in both career and financial prospects.
Moreover, most of these CBSAs are drawing residents with a younger weighted median age than that of their existing residents, reinforcing their appeal as destinations for those still establishing and growing their careers. Des Moines and Oklahoma City, in particular, saw the largest gaps between the median age of newcomers and that of the existing population.
Career opportunities and affordable housing are major drivers of migration, and data from Niche’s Neighborhood Grades suggests that these CBSAs attract newcomers due to their strong performance in both areas. All of the analyzed CBSAs had better "Jobs" and "Housing" grades compared to the regions from which people migrated. For example, Austin, Texas received the highest "Jobs" rating with an A-, while most new arrivals came from areas where the "Jobs" grade was a B.
While the other analyzed CBSAs showed smaller improvements in job ratings, the combination of improvements in both “Jobs” and “Housing” make them appealing destinations for those seeking better economic opportunities and affordability.
Young professionals may be more open than ever to living in smaller metro areas, offering opportunities for cities like Austin and Raleigh to thrive. And the demographic analysis of newcomers to these CBSAs underscores their appeal to individuals seeking job opportunities and upward mobility.
Will these CBSAs continue to attract newcomers and cement their status as vibrant, opportunity-rich hubs for young professionals? And how will this new mix of population impact these growing markets?
Visit Placer.ai to keep up with the latest data-driven civic news.
Convenience stores, or c-stores, have been one of the more exciting retail categories to watch over the past few years. The segment has undergone significant shifts, embracing more diverse offerings like fresh food and expanded dining options, while also exploring new markets and adapting to changing consumer needs. We looked at the recent foot traffic data to see what this category's successes reveal about the current state of brick-and-mortar retail.
Convenience stores are increasingly viewed not only as places to fuel up, but as affordable destinations for quick meals, snacks, and other necessities. And analyzing monthly visits to the category shows that it is continuing to benefit from its positioning as a stop for food, fuel, and in some cases, tourism.
Despite lapping a strong H1 2023, visits to the category either exceeded last year’s levels or held steady during all but one of the first eight months of 2024 – highlighting the segment’s ongoing strength. Only in January 2024 did C-stores see a slight YoY dip, likely reflecting a weather-induced exaggeration of the segment’s normal seasonality.
Indeed, examining monthly fluctuations in visits to c-stores (compared to a January 2021 baseline) shows that foot traffic to the category tends to peak in summer months – perhaps driven by summer road trips and vacations – and slow down significantly in winter. Given summer’s importance for convenience stores, the category’s August YoY visit bump is a particularly promising indication of c-stores’ robust positioning this year.
While some C-store chains, like 7-Eleven, have a nationwide presence, others are concentrated in specific areas of the country. But as the popularity of C-stores continues to grow, regional chains like Wawa, Buc-ee’s, and Sheetz are expanding into new territories, broadening their reach.
Wawa, a beloved brand with roots in Pennsylvania, has become synonymous with its fresh sandwiches, coffee, and a highly loyal customer base. Wawa has been a major player in the c-store space in recent years, with a revamped menu driving ever-stronger foot traffic to its Mid-Atlantic region stores. Between January and August 2024, YoY visits to the chain were mostly elevated. And the chain is now venturing into states like Florida – where its store count has grown significantly over the past few years – as well as Georgia and Alabama.
Meanwhile, Texas favorite Buc-ee’s, though known for its enormous stores and mind boggling array of dining options, has a relatively small footprint – but that might be changing. The chain, which also outpaced its already-strong 2023 performance this year, is opening locations in Arkansas and North Carolina, further building on its reputation as a destination for travelers. And Sheetz, another regional chain with a strong presence in Pennsylvania, is also expanding, with plans to open locations in Southern states like North Carolina and Tennessee.
This trend toward regional expansion offers significant opportunities for growth, not only by increasing store count, but also by reaching new consumer bases and target audiences. Customer behavior differs between markets – and by expanding into new areas, c-stores can tap into unique local visitation patterns.
One metric that highlights local differences in consumer behavior is dwell time, or the amount of time a customer spends inside a convenience store per visit. In some regions, visitors tend to move in and out quickly, while in others, customers linger for longer periods of time.
Analyzing convenience store dwell times by state highlights substantial differences in visitor behavior. During the first eight months of 2024, coastal states (with the exception of Oregon) tended to see shorter average dwell times (between 7.5 and 11.8 minutes). On the other hand, in states like Wyoming, Montana, and North Dakota, average dwell times ranged between 21.2 and 28.2 minutes.
Interestingly, the states with the longest dwell times also have some of the highest percentages of truck traffic on interstate highways – suggesting that these longer stops are perhaps made by long-haul truckers looking for a place to shower, relax, and grab a bite to eat.
Even as regional favorites expand their reach, nationwide classic 7-Eleven is taking steps to further cement its growing role as a prime grab-and-go food and beverage destination. And like other dining destinations, the chain relies on limited-time offers (LTOs) to fuel excitement – and visits.
One of the most iconic, and beloved c-store LTOs is 7-Eleven’s Slurpee Day, which falls each year on July 11th. The event, during which all 7-Eleven locations hand out free slurpees, tends to drive significant upticks in foot traffic – and this year was no exception. Visits to the convenience store jumped by a whopping 127.3% on July 11th, 2024 relative to the YTD daily visit average – proving that good deals will bring customers in the door.
The convenience store sector continues building on the impressive growth seen in 2023. As many chains double down on expanding both their regional presence and their offerings, will they continue to drive growth in the coming years?
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