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How have McDonald’s and Chipotle, two of the most recognizable names in the quick-service and fast-casual dining scenes, fared over the last year? We take a closer look at each chain’s visit performance, and highlight some bright spots of 2024.
Visits to McDonald’s were mixed throughout 2024, with most months seeing minor visitation lags relative to 2023. Still, YoY traffic trends outpaced those of the overall QSR segment in all but one month (October 2024), highlighting the chain’s power relative to the rest of the market.
Some of the visitation dips at both McDonald's and the overall QSR segment are likely due to inflation impacting prices across the dining industry. And the rise of the budget-conscious consumer has prompted many chains to lean on limited-time offers and special releases to both offer affordable deals and turn a trip to a QSR into a special occasion. McDonald’s capitalized on this trend, driving impressive visit boosts following the June launch of its $5 Meal Deal. However, it was the chain’s special releases that delivered the most significant increases in weekly visits.
The introduction of the Chicken Big Mac on October 10th, 2024 proved to be a major success, driving a 7.2% increase in visits during the week of the launch (October 7th-13th) and an even larger 8.7% increase in the first full week following the release (October 14th-20th). The chain also enjoyed a jump in foot traffic from its limited-edition collector’s meal, launched on August 12th, 2024, further highlighting the effectiveness of these strategic, nostalgia-driven releases.
Chipotle has been a fast-casual darling for several years now, consistently driving YoY visit growth and expanding into new markets. And 2024 was no exception for the chain, with visits growing in all months analyzed. This included an impressive 21.1% year-over-year increase in April 2024, followed by sustained growth throughout the remainder of the year, culminating in an 8.8% increase in December 2024 compared to 2023. In contrast, the broader fast-casual category saw much more muted visitation patterns.
Some of Chipotle’s visit growth can be attributed to the aggressive growth strategy the company has undertaken, opening approximately 300 stores in 2024 with plans to add another 300 locations in 2025. A significant part of this expansion strategy focuses on rural and suburban markets in a bid to capture untapped demand beyond traditional urban hubs.
And diving into visits per location reveals that, overall, this strategy is working. All but eight states analyzed showed YoY visit per location growth in 2024 – and five of the top ten states for visits per location growth are among the least densely populated in the country. This suggests that Chipotle's decision to target smaller markets is paying off, enabling the brand to attract new audiences while reinforcing its stronghold in more densely populated areas.
Despite a challenging 2024, McDonald’s and Chipotle are surviving – and even thriving.
What might lie ahead for the two chains as 2025 gets underway?
Visit Placer.ai for the latest data-driven dining updates.
The Container Store has been a prime example of a specialty retailer that successfully catered to a highly specific and niche consumer need. The home organization trend gained traction in the early 2000s with the rise of custom closet solutions and continued to grow in popularity through influential figures like Marie Kondo and The Home Edit.
The home furnishings category experienced a surge during the pandemic as consumers focused on improving their living spaces, whether by purchasing new homes or renovating existing ones. However, as discretionary spending habits have normalized and interest rates have risen, consumer spending in this category has declined.
Additionally, the sector has seen significant consolidation, most notably with the closure of Bed Bath & Beyond, a major player in home furnishings and organization. The remaining retailers in the space now largely fall into two distinct categories: niche specialists and value-driven brands..
Those retailers that play in the more niche space – including The Container Store – have had an even more challenging path to meet changing consumer needs. Despite offering a high level of customization and expertise, the chain has struggled against increasing industry-wide promotional activity and waning interest in the home organization category. Additionally, mass merchants and other home retailers have expanded their offerings in this space, providing organization solutions at price points that better align with today’s cost-conscious consumers.
Placer’s foot traffic estimates indicate a clear rise in competition for The Container Store since 2022, aligning with a broader decline in demand for its category. In 2024, visitors to The Container Store cross-shopped at Target, HomeGoods, IKEA, and World Market at higher rates than in 2022. This growing preference for competitive alternatives – many of which emphasize greater value – has likely contributed to the retailer’s challenges.
Specialty retailers play a crucial role in the industry by offering expert knowledge, superior service, and a wider assortment of products. However, as we move into 2025, the retail landscape must continue evolving to meet shifting consumer expectations, making adaptation essential for specialty retailers.
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In 2024, many inflation-squeezed consumers looked to budget-dining options or simply ate more meals at home. How did full-service chains Chili’s and Texas Roadhouse drive foot traffic in such a challenging macroeconomic environment? We dove into the data to find out.
In 2024, value was a key ingredient in Chili’s and Texas Roadhouses’ recipes for success – although each chain used a different strategy to communicate its affordability to consumers.
Chili’s leaned into budget-friendly meal deals in 2024. The chain’s rebooted 3 For Me value menu drove significant traffic in Q2 2024 (9.7% visit growth YoY), and visits skyrocketed again in the fall, due in part to the viral Fried Mozzarella appetizer, part of a Triple Dipper deal, and the promotional $6 “Witches Brew” margarita – propelling the chain to 23.0% YoY visit growth in Q4 2024.
Texas Roadhouse, on the other hand, doesn’t run promotions – and instead relies on its already strong value perception to drive traffic when budgets are tight. But the chain’s consistent YoY visit growth (7.2% in 2024) was also likely due to its growing real estate footprint: over 30 new locations that are approximately 10% larger than previous builds, allowing for higher guest volumes.
Chili’s and Texas Roadhouse’s value perception appears to attract many consumers from lower-income households – but the chains drive traffic from diners with slightly more discretionary income as well.
Diving into the demographic characteristics of visitors revealed that in 2024, Chili’s and Texas Roadhouse received a smaller share of visits from the households earning over $100K/year compared to the nationwide distribution. (Texas Roadhouse served a slightly smaller share of these households, likely due to its smaller market strategy.) At the same time, both chains drove a larger share of traffic from households earning less than $50K/year and between $50K and $100K/year, compared to the nationwide distribution. This suggests that Chili's and Texas Roadhouse visitors are likely seeking value for money, but a significant share have more discretionary income to spend on higher-priced items – like top-shelf margaritas and steaks – than the average U.S. consumer.
As Chili’s and Texas Roadhouse continue investing in innovations and technological solutions to improve efficiency and customer experience, the chains are likely to continue attracting visitors looking to get the most bang for their dining bucks in 2025.
Chili’s and Texas Roadhouse may attract visitors from a similar demographic, but analysis of the markets in which the chains drive the most visits reveals several distinct regional preferences among dining consumers nationwide.
In 2024, Texas Roadhouse received a greater share of visits in a majority of Midwest and Mid-Atlantic CBSAs – consistent with a smaller market strategy – while Chili's drove a greater share of visits in denser markets and a majority of the CBSAs in California, Texas, and Florida.
But despite these regional differences, the chains received a near-even share of visits. Texas Roadhouse, with 675 U.S. locations, claimed 51.2% of visits to both chains, while Chili’s with over 1200 locations claimed 48.8% of the chains’ combined visits.
Chili’s and Texas Roadhouse have found success by providing value for money that sets them apart from other full-service chains. Yet, both chains drive an above-average share of high-income traffic, indicating that they are winning with value-conscious consumers with the means to indulge.
For more data-driven dining insights, visit Placer.ai.
College students often have to count their pennies – but they also know how to have a good time and are willing to pony up for things that matter to them. So with spring semester underway, we dove into the data to explore collegiate dining habits in the University City district of Philadelphia, PA – home to the University of Pennsylvania and Drexel University, as well as several smaller schools. How does the campus vibe impact visitation trends at local convenience stores and restaurants?
We dove into the data to find out.
Wawa – famous for low prices and round-the-clock service – is the perfect place to grab a sandwich to fuel an all-night study session or a cup of coffee on the go. And the University City Wawa at 3724-2744 Spruce Street is a local landmark, serving everyone from students and university employees to other area residents.
Analyzing visitation patterns at the Spruce Street Wawa shows that the store’s visitation patterns mirror the rhythms of campus life – with an uptick in late-night visits and fewer early-morning ones. Between September and December 2024, for example, some 8.7% of visits to the Spruce Street location took place between midnight and 3:00 AM – far exceeding the chainwide average of 3.8%. Meanwhile, visits during the early morning hours (6:00 AM to 9:00 AM) remained subdued – a trend consistent with the typical university lifestyle. And while the average Wawa’s traffic peaked during lunchtime, the Spruce Street location peaked between 3:00 PM and 6:00 PM – prime afternoon snack time.
Examining the Spruce Street Wawa’s captured market – i.e. the census block groups (CBGs) feeding visits to the store, weighted to reflect the share of visits from each CBG – shows that it is indeed college students driving the location’s late-night activity. Between September and December 2024, 63.3% of the Spruce Street Wawa’s captured market during the 12:00 AM - 3:00 AM daypart was made up of STI:Landscape’s “Collegian” segment – a group encompassing currently-enrolled college students living in dorms or off campus. By 3:00 AM, this share dropped to 12.2%, before bottoming out at 10.1% between 6:00 AM and 9:00 AM – unthinkably early for many undergrads. The share of “Collegians” then began to climb back upwards, reaching just over 50.0% in the evening.
Of course, Wawa isn’t the only local dining spot to benefit from student patronage. Local favorites – from the full-service White Dog Cafe in University City to the quick-serve Kiwi Yogurt on Chestnut St. – also attract plenty of undergrads.
But while Kiwi Yogurt stands out as a key weekday attraction for busy students, White Dog Cafe is more of a weekend destination. On Mondays through Fridays, the share of “Collegians” in Kiwi Yogurt’s captured market stood at 36.4%, dropping to 22.6% on weekends. Meanwhile, White Dog Cafe experienced an opposite trend, with the share of “Collegians” increasing on weekends (36.7%) and declining during the week (24.5%).
Whether it’s a late-night Wawa hoagie run or a weekend brunch at White Dog Cafe, even skint college students can find room in their budgets for convenient snacks and fun outings with friends – funneling steady foot traffic to local restaurants, cafes, and stores.
How will student dining trends continue to evolve in 2025?
Follow Placer.ai to find out.
Looking at the discretionary categories that outperformed this holiday season, we may be on the cusp of a new trend heading into 2025: reinvention. Our data highlights that home furnishings, beauty, and apparel were among the top-performing discretionary retail categories in terms of year-over-year visits during November and December, as shown below.
The performance of these three categories is notable for different reasons. After significant declines earlier in the year, the home furnishings category rebounded strongly. As discussed in November, this recovery was supported by strength in the housewares category and mattress retailers. Housewares retail has generally outperformed home furnishings over the past few years – a trend partly attributed to increased out-of-home entertaining. While purchasing gifts for hosts likely drive visits for some home furnishing retailers, we may now be entering a replacement cycle for many home furnishing products purchased during the pandemic, which could further support the category’s recovery. In other words, many consumers may be looking to reinvent their personal spaces starting with their homes.
The strength in beauty and apparel may reflect a broader trend of personal reinvention. What fueled this movement? It could be as simple as buying a new outfit for a holiday party or experimenting with seasonal beauty products. However, several apparel retailers we spoke to over the past few months pointed to additional factors, including health and wellness trends. 2024 saw a rise in in-person workouts (one of the strongest retail categories in year-over-year visitation), greater adoption of technology-driven fitness and wellness routines, and increased use of wellness supplements and GLP-1 drugs like Ozempic and Mounjaro. Retailers noted that healthier lifestyles during 2024 drove increased demand for apparel this holiday season—a trend that could have substantial implications for the year ahead.
Overall food-away-from-home spending grew in 2024, driven by decelerating inflation and a robust economy that eased budgetary concerns. How did coffee chains, one of the largest discretionary food categories, perform?
We took a closer look at foot traffic to Starbucks and Dunkin’ to find out.
Despite the ongoing consumer uncertainty, 2024 visits to Starbucks and Dunkin’ remained close to 2023 levels. The traffic trends range from 2.9% down year-over-year (YoY) to 1.9% up YoY for Starbucks, and from 1.3% down to 1.9% up YoY for Dunkin’ – a testament to coffee’s enduring draw.
While the YoY visit patterns to Starbucks and Dunkin’ were relatively similar in 2024, the two chains experienced distinct visitation patterns throughout the day. During the early morning daypart (6:00 - 9:59 AM), Dunkin’ attracted 39.9% of its visitors, while Starbucks received only 29.9% of its customers before 10 AM. However, as the day transitioned into evening, Starbucks took the lead, capturing 23.7% of visitors during the 3:00 - 6:59 PM daypart, significantly higher than Dunkin’s 16.4%.
These visitation patterns highlight distinct opportunities for both chains to expand their appeal across different dayparts. Dunkin’ could offer afternoon specials to attract more visitors in the afternoon and evening daypart, and Starbucks could broaden its breakfast offerings to capture a larger share of the early morning crowd.
A closer look at Starbucks’ daily visitation patterns highlights the chain’s mastery in leveraging calendar events and special promotions to boost foot traffic. Events like Red Cup Day and buy-one-get-one-free (BOGO) deals, including on Mother’s Day, drove impressive visits bumps ranging from 28.1% to 40.4% higher than the 2024 daily visit average.
These promotions appear to have been so successful that Starbucks, under the leadership of new C.E.O. Brian Niccol, announced it would scale them back – in part to restore the chain’s “coffeehouse roots” and avoid over-crowded stores on promotion days. But even without special discounts in the last five weeks of the year, Starbucks still received major traffic spikes on key shopping days like Super Saturday and Black Friday, with visits surging 27.5% and 26.6% above the YTD daily average, respectively. This highlights the brand’s ability to drive strong performance even with fewer promotions during peak seasons.
As part of the effort to elevate the in-store experience, Starbucks has also announced plans to implement a code of conduct, with the goal of facilitating the creation of an “inviting and welcoming community coffeehouse.” One significant shift, coming into effect on January 27th, bars people from lingering in its facilities without making a purchase.
A closer look at dwell time for the chain reveals that the vast majority of visits to the chain are currently less than 10 minutes long, with mobile orders making up almost a third of total Starbucks orders. The predominance of short visits and the popularity of mobile orders indicates that many Starbucks customers likely prioritize convenience, and prefer to grab a drink to go without taking advantage of the coffeehouse amenities. But with new incentives – including a free refill policy for all customers, not just loyalty club members – dwell times may well go up over the coming months.
Starbucks and Dunkin’ continued serving coffee drinkers in 2024, despite the ongoing constraints on many consumers' discretionary spending budgets.
Will Starbucks and Dunkin’ continue to drive visits into 2025? Visit Placer.ai for the latest data-driven dining insights.
Placer.ai observes a panel of mobile devices in order to extrapolate and generate visitation insights for a variety of locations across the U.S. This panel covers only visitors from within the United States and does not represent or take into account international visitors.
Downtown districts in the nation’s major cities attract domestic travelers all year long with their iconic sights, lively entertainment, and diverse dining offerings. But each hub follows its own rhythm, shaped by distinct seasonal peaks and dips in visitor flow.
This white paper examines downtown hotel visitation patterns in four of the nation’s most popular destinations for domestic tourists: Miami, Chicago, New York, and Los Angeles. Focusing on 20 downtown hotels in each city, the analysis explores seasonal variations in domestic travel, city-specific dynamics, and differentiating factors.
Domestic tourism has rebounded strongly in recent years, and hotels in Miami and Chicago have been the biggest beneficiaries. In 2024, visits to analyzed hotels in each of these cities’ downtown areas grew by 8.9% and 7.4%, respectively, compared to 2023. Meanwhile, hotels in downtown and midtown Manhattan saw a more modest 2.0% increase, while Los Angeles experienced a slight year-over-year (YoY) decline in downtown hotel visits.
One factor that may be driving Miami and Chicago’s stronger performance is their higher proportion of long-distance visitors, defined as those visiting from over 250 miles away. Miami remains a top destination for snowbirds and spring breakers, while Chicago serves as a cultural and entertainment hub for the sprawling Midwest. These long-distance leisure travelers may be more likely to splurge on downtown hotel stays during their trips, helping drive hotel visit growth in the two cities.
By contrast, hotels in the Los Angeles and Manhattan city centers drew lower shares of domestic travelers coming from less than 250 miles away. These shorter-haul domestic tourists may be less likely to splurge on downtown hotels than those taking longer vacations. Both cities are also surrounded by numerous regional getaway options that can draw long-haul leisure travelers away from their downtown cores.
Each of the four analyzed cities has its own unique ebbs and flows – and city center hotel visits reflect these patterns. Miami, with its warm, sunny climate, experiences influxes of tourists during the winter and spring, with March seeing the biggest jump in downtown hotel visits last year (13.0% above the monthly visit average). Chicago, which thrives in the summer with its many festivals and events, saw its biggest downtown hotel visit bump in August. Meanwhile, Manhattan experienced a major uptick in December, likely fueled by holiday tourism and New Year celebrations, and Los Angeles visits were highest in the summertime.
What drives these seasonal visit peaks? Miami has long been a top tourism destination, especially in early spring, when snowbirds and spring breakers flock to the city for sun and relaxation. In recent years, the city has seen a rise in short-term domestic tourism, suggesting that the city is becoming increasingly popular for weekend getaways. According to the Placer.ai Tourism Dashboard, the share of domestic tourists staying just one or two nights grew from 71.7% in March 2022 to 78.3% in March 2024.
This shift aligns with an impressive increase in the magnitude of downtown Miami’s springtime hotel visit peak: In March 2022, visits to downtown hotels were 5.0% above the monthly average for the year, a share that more than doubled by 2024 to 12.9%.
These numbers may mean that more people are choosing to head to Miami for a quick break from the cold – and staying in downtown hotels to make the most of their short getaway.
Chicago’s major August visit spike was likely driven by the Windy City’s impressive lineup of major summer festivals, from Lollapalooza to the Chicago Air and Water Show, which draw thousands of attendees from across the country.
Lollapalooza fueled the largest visit spike to the city – between Thursday, August 1st and Sunday, August 4th, visits to downtown Chicago hotels surged between 51.1% and 63.8% above 2024 daily averages for those days of the week. The Air and Water Show and the Chicago Jazz Festival also generated significant hotel visit increases – highlighting the boost these events bring to the city’s tourism and hospitality sector.
The Big Apple draws a diverse mix of visitors throughout the year. But in December – the city’s peak tourist season – visitors pour in from all over the country to skate in Rockefeller Center, browse Fifth Avenue’s festive window displays and experience the city’s unique holiday magic.
And analyzing data from hotels in midtown and downtown Manhattan reveals a striking shift in the types of visitors who stay in the heart of NYC during the holiday season. While visitors from other urban centers dominated downtown hotel stays throughout most of the year – accounting for 47.9% of visits from January to November 2024 – their share dropped to 42.0% in December 2024. Meanwhile, the share of guests from suburban areas and small towns rose from 37.3% to 41.0%, and the share of guests from rural and semi-rural areas nearly doubled, from 3.5% to 6.1%.
These patterns suggest that, though Manhattan typically attracts a wide range of visitors, the holiday season is uniquely appealing to tourists from smaller towns and suburban areas. Understanding these trends can provide crucial context for hotels and civic stakeholders alike as they work to maximize the opportunities presented by the city’s December visit surge.
Los Angeles hotels also experience significant demographic shifts during peak season. In July, visits to downtown LA hotels surged by 15.3% relative to the 2024 monthly visit average. And a closer look at audience segmentation data suggests a corresponding surge in the share of "Flourishing Families" – an Experian: Mosaic segment consisting of affluent, middle-aged households with children. Throughout the year, "Flourishing Families" comprised between 7.7% and 8.7% of the census block groups (CBGs) driving visits to downtown LA hotels. But in July, this share jumped to 9.9%.
These families may be taking advantage of summer vacations to enjoy Los Angeles’ cultural attractions and entertainment. Hotels and city stakeholders who understand the appeal the city holds for this demographic can better cater to them through family-friendly promotions and strategic marketing efforts to target these households.
Downtowns are making a comeback – and hotels in the heart of the nation’s major tourist hubs are reaping the benefits. By understanding who frequents these downtown hotels and when, local businesses and civic leaders can optimize their resource management and strategic planning to make the most of these opportunities.
The New York office scene is buzzing once again, as companies from JPMorgan to Meta double down on return-to-office (RTO) mandates. But just how did New York office foot traffic fare in 2024? How did Big Apple office foot traffic compare to that of other major business hubs nationwide? And how is New York’s office recovery impacting post-COVID trends like the TGIF work week? Are office visits still concentrated mid-week, or are people coming in more on Fridays and Mondays? And how has Manhattan’s RTO affected local commuting patterns?
We dove into the data to find out.
In 2024, New York City cemented its position as the nationwide leader in office recovery. Thanks in part to remote work crackdowns by banking behemoths like Goldman Sachs, Morgan Stanley, and JPMorgan, visits to NYC office buildings in 2024 were just 13.1% below pre-pandemic (2019) levels.
For comparison, Miami’s office foot traffic remained 16.2% below pre-pandemic levels, while Atlanta, Washington D.C., and Boston saw significantly larger gaps at 28.6%, 37.8%, and 43.9%, respectively.
Perhaps unsurprisingly given the Big Apple’s robust year-over-five-year (Yo5Y) recovery, the pace of year-over-year (YoY) visit growth to NYC office buildings was somewhat slower in 2024 than in other major East Coast business centers. Still, New York’s YoY office recovery rate of 12.4% outpaced the nationwide baseline, and came in just slightly below Washington, D.C.’s 15.2% and Atlanta’s 14.6%.
Interestingly, New York’s return to office has not led to a significant retreat from the TGIF work week that emerged during COVID. In 2024, just 11.9% of weekday (Monday to Friday) visits to NYC offices took place on Fridays – only slightly more than the 11.5% recorded in 2023 and significantly below the pre-pandemic baseline of 17.2%.
Meanwhile, Monday has quietly regained its footing as the dreaded start of the New York work week. After dropping significantly in 2022 and 2023, the share of weekday office visits taking place on Mondays rebounded to 18.2% in 2024 – just slightly below 2019’s 19.5%. Still, Tuesday remained the Big Apple’s busiest in-office day of the week last year, accounting for nearly a quarter (24.6%) of weekday NYC office foot traffic.
And diving into Yo5Y data for each day of the work week shows just how much New York’s overall recovery is driven by mid-week visits – and especially Tuesday ones. In 2024, Friday visits to NYC office buildings were down 40.2% compared to 2019. But on Tuesdays, visits were essentially on par with pre-pandemic levels (-0.3%), even as nationwide office visits remained 24.6% below 2019.
Another post-COVID trend that has shown staying power in New York is the growing share of office visits coming from employees who live nearby. As hybrid schedules become the norm, it seems that those commuting more frequently are often just a short subway ride -or even a stroll- away.
The share of NYC office workers coming from less than five miles away, for example, has risen steadily since COVID, reaching 46.0% in 2024. Over the same period, the share of workers coming from 5-10 miles, 10-15 miles, or 25+ miles away has declined.
Looking at commuting trends across the East Coast helps put New York City’s shift into perspective. In 2019, NYC’s share of nearby commuters was on par with Washington, D.C. and slightly below Boston. But while both cities experienced moderate increases in local commuters between 2019 and 2024, New York pulled ahead, outpacing all other analyzed cities in its share of nearby office workers last year.
Miami and Atlanta – two other standout cities in office recovery – also saw significant growth in the percentage of short-distance commuters over the past five years. This trend underscores a broader shift: As hybrid work reshapes commuting habits, employees across multiple markets are more likely to go into the office if they live nearby, reducing reliance on long-haul commutes.
As the nation’s office recovery leader, New York offers a glimpse into what other cities can expect as office visitation rates continue to improve. Even at just 13.1% below pre-pandemic levels, NYC office visit levels continue to rise. And as recovery nears completion, trends that took hold during COVID remain firmly entrenched.
The full-service dining segment has experienced its fair share of challenges over the past few years, with pandemic-era closures, rising food and labor costs, and cutbacks in discretionary spending contributing to visit lags. In 2024, visits were down 0.2% year over year (YoY) and remained 8.4% below 2019 levels – a reflection of the significant number of venues that permanently closed over COVID and a testament to the industry's ongoing struggle to regain its pre-pandemic footing.
Yet, even in a difficult environment, some full-service restaurant (FSR) chains are thriving. These brands aren’t waiting for the industry to rebound – they're becoming trendsetters in their own right, proving that stand-out strategy is everything in a challenging market.
This white paper explores brands that are harnessing three key differentiators – fixed-price value offerings, elevated social experiences, and a laser focus on product – to drive full-service dining success in 2025.
One of the most defining trends over the past few years has been the unrelenting march of price increases. And as consumers continue to seek out ways to save, some chains are staying ahead of the pack with fixed-price value offerings that help diners squeeze out the very best bang for their buck.
Golden Corral, the all-you-can-eat buffet chain that lets kids under three eat for free, is one FSR that is benefiting from consumers’ current value orientation. Despite closing several locations in 2024, overall visits to the chain still tracked closely with 2023 levels, declining by just 0.5% – while the average number visits to each Golden Corral restaurant grew 3.8% YoY.
Golden Corral’s value proposition is resonating strongly with budget-conscious Americans eager to enjoy a wide variety of comfort foods at an affordable price. The chain’s visitors tend to come from trade areas with lower median household incomes (HHIs) than traditional full-service restaurant (FSR) diners. And these patrons are willing to travel to enjoy the chain’s value buffet offerings, many of which are situated in rural areas and may require a longer drive. In 2024, 25.2% of Golden Corral’s diners came from over 30 miles away – compared to just 19.2% for the wider FSR segment.
Golden Corral’s continued flourishing proves that in an era of rising costs, diners are willing to go the extra mile (literally) for a restaurant that delivers both quality and affordability.
Children’s party space and eatertainment destination Chuck E. Cheese has had a transformative few years. Following the retirement of its iconic animatronic band, the chain shifted its focus to a new membership model, announcing a revamped Summer of Fun pass in May 2024 – including unlimited visits over a two-month period, steep discounts on food, and up to 250 games per day. The pass proved incredibly popular, with YoY visits surging by 15.6% in May 2024, when the offer launched – a sharp turnaround from the YoY visit declines of the previous months. Recognizing the strong demand, Chuck E. Cheese extended the program year-round – and the strategy has paid off as YoY visits remained positive through the end of 2024.
A closer look at the data suggests that parents are making full use of their unlimited passes: The share of weekday visits was higher in H2 2024 than in H2 2023, likely due to families using their passes for weekday entertainment rather than reserving visits for weekends and special occasions.
At the same time, the share of repeat visitors – those frequenting the chain at least twice a month – also grew. Although these repeat visitors may not purchase additional gameplay beyond the flat fee, their more frequent on-site presence likely translates into increased sales of pizza and other menu items.
While value has been a major motivator for restaurant-goers in recent years, low prices aren’t the only drivers of FSR success. Brands offering unique experiences aimed at maximizing social interaction are also seeing outsized gains.
Though many of these more innovative venues tend to be on the more expensive side, they draw enthusiastic crowds willing to pony up for concepts that combine good food with fun social occasions. And some of the more successful ones bolster perceived value through offerings like fixed-price menus or club memberships.
Korean cuisine has been on the rise in recent years, with restaurants like Bonchon Chicken and GEN Korean BBQ House making significant waves in the dining space. Another chain drawing attention is KPOT Korean BBQ and Hot Pot, which began modestly in 2018 and has since expanded to over 150 locations nationwide.
Diners at KPOT can customize their meals by selecting from a variety of proteins, broths, sauces, and side dishes, known as banchan, while barbecuing or cooking in a hotpot at their table and sipping on the drinks from the menu’s extensive selection. And though pricier than Golden Corral, KPOT also offers an all-you-can-eat experience that lets customers squeeze the most value out of their indulgence.
Location intelligence shows that KPOT’s experiential dining model is resonating with customers: Since Q4 2019, the average number of visits to each KPOT location has risen steadily – even as the chain has grown its footprint – while the average dwell time has also increased. Indeed, rather than a quick dining stop, KPOT has become a destination for guests to linger, enjoying both food and drinks – and an interactive and social experience.
By positioning themselves as gathering places for fine wine aficionados, wine-club-focused concepts such as Postino WineCafe and Cooper’s Hawk Winery are also benefiting from today’s consumers’ emphasis on social experiences. The two upscale dining destinations offer club memberships that combine periodic wine releases with a variety of perks.
And the data suggests that the model is strongly resonating with diners. Both Postino and Cooper’s Hawk have grown their footprints over the past year, driving substantial YoY chain-wide visit increases while average visits per location grew as well – showing that the expansions and experiential offerings are meeting robust demand.
And analyzing the two chains’ captured markets shows that the wine club model enjoys broad appeal across a variety of audience segments.
Unsurprisingly, both wine clubs’ visitor bases include higher-than-average shares of affluent consumers with money to spend, including Experian: Mosaic’s “Power Elite”, “Booming with Confidence”, and “Flourishing Families” segments (the nation’s wealthiest families, as well as affluent suburban and middle-aged households). But the two chains also attract younger, more budget-conscious consumers – Postino, which has many downtown locations, is popular among “Singles and Starters”, while Cooper’s Hawk is popular among “Promising Families” - i.e. young couples with children.
The success of the two brands across various segments underscores the impact of a distinctive experience – especially when paired with a loyalty-boosting membership – in attracting today’s consumers.
Value offerings and unique experiences have the power to drive restaurant visits – but ultimately, a good meal in an inviting atmosphere is a draw in and of itself, as is shown by the success of First Watch and Firebirds Wood Fired Grill.
Breakfast-only restaurant First Watch excels at ambiance and menu innovation, changing up its offerings five times a year and striving to maintain a neighborhood feel at each of its locations.
First Watch has made a point of leaning into its strengths, eschewing discounts in favor of a consistently elevated dining experience and doubling down its strongest day part (weekend brunch), rather than trying to artificially drive up interest at other times.
And the strategy appears to be working: In 2024, visits to First Watch increased 6.6% YoY – with Saturdays and Sundays between 11:00 A.M. and 1:00 P.M. remaining its busiest dayparts by far. Visitors to First Watch also tend to linger over their meals more than at other breakfast chains – in 2024, the restaurant experienced an average dwell time of 54.9 minutes, significantly longer than the 48.7-minute average at other breakfast-focused restaurants.
By focusing on what matters most to its diners – innovative and exciting food and a welcoming atmosphere that allows patrons to enjoy their meals at a leisurely pace – First Watch is continuing to flourish.
Another chain that is growing its footprint and its audience on the strength of a menu and ambiance-focused approach is Firebirds Wood Fired Grill. The chain, known for its “polished casual” vibe and bold, unique flavors, added several new restaurants last year, leading to a 6.5% increase in overall visits. Over the same period, the average number of visits to each Firebirds location held steady – showing that the new restaurants aren’t cannibalizing existing business.
The chain’s success may rest, in part, on its locating its venues in areas rife with enthusiastic foodies. Data from Spatial.ai’s FollowGraph shows that in 2024, Firebird’s trade areas had significantly higher shares of “BBQ Lovers”, “Gourmet Burger Lovers,” and “Foodies” than the nationwide average. This suggests that Firebirds is attracting diners who prioritize the experience of eating – key for a chain that prides itself on putting good food first. The chain is also known for its welcoming decor and design – another aspect that may lead to its strong visit success.
Necessity often serves as the mother of invention, and challenging economic periods continue to spark new trends and innovations in the dining scene. From a heightened focus on value – drawing families and lower-HHI consumers willing to travel for a good deal – to the growing appeal of social dining and the timeless draw of good food – new trends are emerging to meet changing consumer expectations.
