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Recent McDonald's menu additions such as the annual Shamrock Shake release and the Big Arch Burger pilot appear to have generated only a modest lift in McDonald’s foot traffic. Although visits increased 5.5% year-over-year during the week of February 16th 2026 – the week of the Shamrock Shake's launch – traffic the following week dipped -0.5%, suggesting the seasonal item generated only a short-lived bump rather than a sustained lift in visits. And the heavily publicized Big Arch generated just a 2.2% YoY traffic boost during its launch week of March 2nd to March 8th 2026 – although performance may strengthen as the item gains traction with consumers.
So while these LTOs did generate modest traffic lifts for the chain, the impact was relatively muted compared to some of last year’s stronger performers, such as McDonald’s Grinch Meals. These results may suggest that consumers are becoming increasingly selective in their spending – potentially making it more difficult for QSR chains to rely on LTOs alone to drive meaningful traffic momentum without additional value-oriented offerings.
While recent LTOs delivered only modest gains on their own, pairing LTOs with a clearer value proposition – such as the upcoming McValue 2.0 – may prove more effective, with limited-time items drawing attention and value-focused offerings encouraging repeat visits. In a price-sensitive environment, this dual strategy could drive a more sustainable traffic lift than product innovation or value promotions alone.
For more data-driven restaurant insights, visit placer.ai/anchor.
Placer.ai leverages a panel of tens of millions of devices and utilizes machine learning to make estimations for visits to locations across the US. The data is trusted by thousands of industry leaders who leverage Placer.ai for insights into foot traffic, demographic breakdowns, retail sale predictions, migration trends, site selection, and more.
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Confidence in physical retail remains solid this year. More than 55% of survey respondents said they feel confident or very confident about brick-and-mortar performance in 2026, while only around 20% expressed concern.
This sentiment aligns with the broader performance of the sector. The chart below shows two consecutive years of modest but positive retail visit growth, with year-over-year (YoY) gains hovering around 1%. While that pace reflects a relatively stable – rather than booming – environment, it reinforces the idea that physical retail continues to demonstrate resilience despite macroeconomic uncertainty.
Still, the results also highlight an element of caution. Nearly half of respondents reported feeling neutral or concerned about the coming year, suggesting that while the foundation for brick-and-mortar retail remains strong, industry leaders are watching economic conditions closely.
At the same time, most respondents believe online retail will continue to grow faster than physical stores. Nearly 70% said they expect e-commerce to outpace brick-and-mortar growth over the next twelve months.
This outlook is hardly surprising given e-commerce’s smaller starting point and the ongoing digital expansion across the retail landscape. But crucially, the expectation of stronger online growth does not translate into pessimism about stores. Nearly a third of respondents said they were actually more bullish on physical retail than on e-commerce.
These findings suggest the industry has moved beyond the once-dominant narrative that e-commerce would inevitably replace physical retail. Instead, the data reflects a growing consensus that the two channels are increasingly complementary – a story also supported by visit data, which shows e-commerce activity growing faster than brick-and-mortar retail even as both continue to expand. The rise of online retail doesn’t reduce the necessity of physical stores – it pushes retailers, brands, and landlords alike to develop clearer strategies for how online and offline channels work together to create a seamless consumer journey that leverages the unique advantages of each.
When we asked professionals about the role agentic AI could play in retail in the coming years, our expectation was a resounding vote for the lift it would provide e-commerce. And indeed, 44% of respondents said they expect agentic AI to increase the share of online retail.
However, reflecting the growing recognition that retail’s future lies in more harmonized commerce, 34% of respondents said they believe agentic AI will lift all boats – increasing incremental growth across commerce more broadly.
This is a significant signal. It reinforces the idea that innovation, whether centered on physical or digital shopping, is most powerful when it creates value across the entire ecosystem. Rather than viewing technology as a zero-sum competition between channels, many retail leaders increasingly see tools like AI as ways to strengthen the overall shopping experience. And that perspective makes it more likely that retailers and brands will evaluate new technologies through a broader lens that prioritizes integrated commerce.
Understanding why consumers visit stores remains central to shaping the next phase of brick-and-mortar retail. When survey participants were asked to identify the key drivers of in-store visits, tactile experiences topped the list, with nearly 80% of respondents pointing to the ability to see, touch, and try products as among the biggest advantages of physical retail. Another 70% highlighted the enjoyment of the in-store shopping experience itself – emphasizing another element that is difficult to replicate online.
At the same time, respondents expressed skepticism about some of the strategies often cited as drivers of store traffic. Only 12% identified services such as buy-online-pickup-in-store (BOPIS) or in-store returns as major traffic drivers. This suggests that while these services are important components of omnichannel retail – reflected, for example, in a growing share of short in-store visits across industries – they may not yet be fully integrated into shopping journeys in ways that maximize their potential.
Perhaps most surprisingly, only 30% of respondents said stores excel at inspiring shoppers to discover new products. Yet this capability may represent one of brick-and-mortar retail’s greatest untapped opportunities. Physical environments are uniquely positioned to spark discovery through merchandising, layout, and experiential elements – factors that can expand baskets and deepen customer engagement.
Industry sentiment also varies significantly across retail segments, with sector-level expectations closely tracking last year’s visit performance. When asked whether they expected various categories to grow, remain stable, or decline over the next twelve months, respondents were more likely to express confidence in continued growth or stability for segments that experienced stronger YoY traffic trends in 2025.
Wholesale clubs, which saw visits rise 5.0% YoY in 2025, topped the list – with 97% of respondents expecting growth or stability in the months ahead, followed by grocery stores at 96%. The strength of both sectors reflects broader consumer trends, including suburban living, increased home cooking, and a heightened focus on value and wellness.
Still, respondents are significantly more bullish on wholesale clubs than on traditional grocery stores: Breaking down the growth / stability outlook down further, 61% of respondents expect clubs to see continued growth, compared with about 35% for grocery stores.
One reason may be the club model’s ability to capture large shopping baskets. While consumers today are increasingly willing to visit multiple stores to find the best value or selection, club retailers excel at capturing a significant share of the shopping list once they secure the visit. Grocery stores, on the other hand, attract frequent trips – but these may include fewer items as shoppers spread spending across multiple retailers. This dynamic may push grocers to focus more heavily on specialization, differentiated offerings, and higher value per visit.
Mass merchandisers such as Walmart and Target also received strong confidence scores, reflecting Walmart’s recent performance and expectations surrounding Target’s ongoing turnaround strategy. Meanwhile, discount and dollar stores – another category that has performed well recently – were widely expected to remain stable, with fewer respondents predicting continued rapid growth for the sector in the months ahead.
There are few sectors we love talking about more than malls. Several years ago, the prevailing expectation was of a perpetual decline for the sector as a whole. But the “death of the mall” narrative has quickly diminished – or at least evolved. In our survey, 54% of respondents expected continued success for Tier 1 malls, while 30% anticipated decline across all mall types. Only 16% expected Tier 2 malls to perform well, and less than half of those believed that success would extend further down the tier ladder.
This largely aligns with visit data, with top-tier indoor malls driving significant success in recent years – a trend that will likely be further reinforced by the continued shift of key audiences toward the suburbs.
However, the potential of Tier 2 malls remains an area worth watching. A major part of the success of top malls has been a shift away from heavy concentrations of apparel and beauty toward more diverse tenant mixes, along with a stronger emphasis on elevated dining and experiences. This has been a critical element for the highest-performing malls. But in an environment where space is increasingly at a premium – and where less space is being dedicated to apparel and beauty in these top locations – a significant opportunity may emerge for Tier 2 malls to provide a stage for retailers that can no longer find a home in the most sought-after centers.
The result is an opportunity for these properties to become the “big fish” in smaller ponds, particularly if they focus on building tenant mixes that complement major regional players rather than compete with them directly. Executed well, this strategy could reduce direct competition while creating more destinations where consumers want to spend time.
Industry sentiment, especially when combined with visit data, offers a valuable snapshot of how retail is likely to evolve in the year ahead. Together, they point to a sector defined by steady physical retail performance, growing integration between online and in-store channels, optimism around technologies like AI, and shifting opportunities across segments from wholesale clubs and grocery to evolving mall formats.
For more data-driven retail insights visit Placer.ai/anchor.
Placer.ai leverages a panel of tens of millions of devices and utilizes machine learning to make estimations for visits to locations across the US. The data is trusted by thousands of industry leaders who leverage Placer.ai for insights into foot traffic, demographic breakdowns, retail sale predictions, migration trends, site selection, and more.
Swig, the Utah-born drive-thru concept that helped popularize customizable dirty sodas, has evolved from a regional novelty into one of the fastest-growing beverage chains in the country. Known for mixing classic soft drinks with flavored syrups, creams, and fruit add-ins – alongside cookies and pretzel bites – the brand has expanded well beyond its Mountain West roots.
This expansion is fueled by significant online hype, with new locations often generating lines that wrap around the block and leave some customers waiting over an hour to try their first drink. And as the brand pushes deeper into the Sunbelt and beyond, location analytics offer a window into how this growth is impacting traffic trends and reshaping the brand's audience.
Unsurprisingly, the data shows that as Swig has expanded its footprint, it has successfully grown its overall traffic. In February 2026, visits to the chain were 137.9% higher than in February 2023 – and up 30.7% year-over-year compared to February 2025.
The data also shows the emergence of a clear seasonal pattern, with visits to Swig peaking each year in the summer as people seek out cool soda treats to beat the heat. Notably, the magnitude of the summer peak in 2025 was larger than ever before, suggesting that as the chain becomes more mainstream, its seasonal appeal may be increasing. But the dramatic increase in off-season visits as well shows that Swig is successfully building a loyal customer base that craves its offerings year-round.
This rapid growth is also leading to a meaningful broadening of Swig’s customer base. While the chain’s trade areas still remain affluent relative to the average U.S. household, the median household income (HHI) of its captured market is dropping as it reaches a more varied demographic.
And while "Wealthy Suburban Families" and "Upper Suburban Diverse Families" remain Swig’s largest audience segments, their total share of the market has edged down as engagement deepens across additional cohorts. This includes, notably, households in Blue Collar Suburbs who are now overindexed at 8.1% of Swig’s captured market, compared to a 6.9% nationwide baseline.
As Swig continues its transition from a niche favorite to a broad staple, it will inevitably face the challenges of sustained growth, such as maintaining unit-level productivity and operational consistency. However, for now, the data and the visible excitement surrounding new openings suggest that the dirty soda pioneer still has plenty of fizz left.
For more data-driven dining analyses follow Placer.ai/anchor.
Placer.ai leverages a panel of tens of millions of devices and utilizes machine learning to make estimations for visits to locations across the US. The data is trusted by thousands of industry leaders who leverage Placer.ai for insights into foot traffic, demographic breakdowns, retail sale predictions, migration trends, site selection, and more.
Foot traffic to retail corridors nationwide plummeted during the shelter-in-place restrictions of 2020, and recent data shows that visits have yet to fully recover to 2019 levels. While traffic has steadily improved each year since the pandemic lows, 2025 visits remain 11.7% below their pre-pandemic baseline.
What is holding the retail corridor recovery back? We dove into the data to find out.
Retail corridors are typically concentrated in downtown areas, featuring a mix of stores, restaurants, bars, and offices – and are often surrounded by even more office space. And comparing average visits per day of week in 2025 and 2019 suggests that the persistence of hybrid and remote work is likely driving much of the lag.
Monday through Thursday foot traffic to retail corridors was down between 16.3% and 17.3% in 2025 compared to 2019. The gap narrowed to 11.7% on Friday as activity began to shift toward the weekend, and nearly disappeared on Saturday (-2.8%) and Sunday (-4.2%).
The much larger weekday deficit suggests that reduced office attendance continues to weigh on downtown retail activity. With fewer workers commuting daily, there are fewer pre-work coffee stops, lunchtime errands, and spontaneous after-work visits that once fueled these corridors. So while leisure-driven weekend traffic has largely rebounded, the office-driven weekday ecosystem that historically sustained retail corridors has yet to fully return.
Hourly data reinforces the role that office attendance (or lack thereof) is playing in the retail corridor visit lag. The steepest declines are concentrated squarely within traditional workday hours: visits between 7 AM and 11 AM are down 23.7% compared to 2019, followed by a 19.2% decline from 11 AM to 3 PM. But the gap is much more moderate both earlier and later in the day (from 12 AM to 7 AM and 3 PM to 12 PM) in the day later in the day, with visits down 13.7% from 3 PM to 7 PM and just 9.6% after 7 PM. This suggests that the missing traffic is closely tied to reduced daily commuting – fewer morning coffee runs, lunch breaks, and midday errands – while evening and leisure-oriented visits have proven far more resilient. With more schedule flexibility, downtown businesses and civic stakeholders may need to focus on creating reasons for consumers to intentionally visit downtowns during slower weekday hours, rather than relying on routine commuter traffic to fill stores organically.
The retail corridor traffic data suggests that downtowns are facing a structural shift in when and why people visit. With fewer daily commuters, stakeholders may need to focus less on restoring a five-day office week and more on activating the days and hours that already show strength. Civic leaders can prioritize safety, cleanliness, transit reliability, and targeted weekday programming or events that encourage intentional trips downtown. Retailers and dining concepts can adapt hours, promotions, and experiences to better align with flexible work schedules. In a hybrid era, success may depend less on recreating old commuting patterns and more on making downtown a destination people choose – not just a place they pass through.
For more data-driven retail insights, visit placer.ai/anchor.
Placer.ai leverages a panel of tens of millions of devices and utilizes machine learning to make estimations for visits to locations across the US. The data is trusted by thousands of industry leaders who leverage Placer.ai for insights into foot traffic, demographic breakdowns, retail sale predictions, migration trends, site selection, and more.
Downtown Austin is navigating a period of unusual complexity. A convention center renovation and major highway construction have created significant disruption, while extreme summer heat and pullbacks in consumer spending are adding further pressure.
Yet despite these headwinds, visitation is nearing pre-pandemic levels. And a key factor driving Austin’s recovery has been its deliberate use of data to guide strategy, align stakeholders, and deploy resources where they can have the greatest impact.
Since 2022, Downtown Austin has been on a steady recovery trajectory. By 2025, non-resident and non-employee visits to the area reached 94.4% of 2019 levels – a milestone that becomes even more meaningful against the backdrop of this year’s intensely hot summer and the temporary closure of Austin’s convention center, which has remained offline since April 2025.
This data reveals resilience that might otherwise have gone unnoticed – critical framing when coordinating across agencies and reassuring stakeholders that downtown remains a reliable economic engine even during infrastructure transitions.
The composition of that visitation tells an equally important story. A growing share of visitors to downtown Austin are coming from within Texas – especially on weekends.
In an environment where consumers are more value-conscious and long-haul travel remains uneven, this regional draw has become a strategic asset. In-state travelers are more likely to make shorter, repeat trips, creating consistent demand for restaurants, entertainment venues, and retail corridors.
The Downtown Austin Alliance uses this insight to refine both marketing and access strategies. Partnerships such as discounted ride programs within a 30-mile radius reduce friction for local visitors during the holiday season, while targeted programming ensures downtown remains competitive as a weekend destination.
At the policy level, this data strengthens the case that downtown’s success benefits the broader state economy. When a rising share of visitors originates within Texas, the dollars spent downtown circulate locally – supporting jobs, generating tax revenue, and reinforcing Austin’s role as an economic anchor.
Data also helps the Alliance optimize services around major events that drive tourism to Austin – such as the annual ACL Music Festival and Formula 1 Grand Prix – supporting operational precision. High-traffic areas receive intensified cleaning and hospitality services, while lower-traffic zones become candidates for murals, activations, and smaller-scale programming designed to distribute energy more evenly. Event-driven data also informs conversations with transportation partners as construction continues to reshape mobility routes.
The strategic use of data is also evident in the revitalization of East Sixth Street. Long known as a historic entertainment corridor with a late-night reputation, the district is now the focus of a coordinated effort to evolve its positioning and offerings.
And data has played an important role in getting people on board. Location analytics, for example, show that out-of-market visitors to the district are coming from more affluent areas, showing that spending power exists and is growing – and that the district’s offerings may have room to evolve alongside its audience.
For property owners and local businesses, this data provides a clearer picture of market potential. And for public-sector partners, it strengthens the case for infrastructure upgrades and placemaking investments.
Austin’s experience offers a broader lesson for cities navigating disruption. Infrastructure transitions, climate pressures, and evolving travel patterns present real challenges – but by grounding placemaking strategies in clear, measurable data, Austin is strengthening downtown’s economic foundation and aligning stakeholders around a shared vision.
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Amid a tightening job market, the list of employers requiring workers to show up in person – many now mandating five days a week – continues to grow. But how did the office recovery fare in February 2026, a month marked by heavy snowstorms across major Northeast markets?
We dove into the data to find out.
In February 2026, visits to the Placer.ai Nationwide Office Index were 31.9% below 2019 levels – marking the smallest February post-pandemic visit gap to date. Overall attendance even slightly outpaced February 2024, a leap year that benefited from 20 business days instead of the usual 19.
While this is hardly the most impressive RTO showing we’ve seen in recent months, February’s gains came in spite of meaningful headwinds.
A late-February blizzard disrupted major Northeast markets, driving a year-over-year (YoY) decline in New York City office visits and widening Manhattan’s post-pandemic gap to 21.3% below 2019 levels. Boston, also hit hard by snow, saw visits remain flat YoY, slipping behind San Francisco and Denver in overall recovery progress.
By contrast, cities in other regions posted clear gains, with San Francisco – still benefiting from AI-driven hiring and renewed tech activity – once again seeing some of the strongest growth at +11.9% YoY.
February’s performance underscores a familiar pattern of month-to-month fluctuation, even as the broader RTO trajectory continues its upward climb. Regional dynamics – from weather disruptions to sector-specific hiring cycles – are shaping local outcomes, but the national baseline for office utilization is steadily rising.
For more data driven CRE insights, visit placer.ai/anchor.
Placer.ai leverages a panel of tens of millions of devices and utilizes machine learning to make estimations for visits to locations across the US. The data is trusted by thousands of industry leaders who leverage Placer.ai for insights into foot traffic, demographic breakdowns, retail sale predictions, migration trends, site selection, and more.
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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