The Square is a centralized hub where we can bring our free tools and content to the wider location analytics community.
Our tools are built with a privacy-first architecture. Learn more about Placer’s privacy technology and policies in our Trust Center.
Offline Quick-Service Restaurant (QSR) foot traffic in Q2 2022 was essentially on par with pre-pandemic levels, and foot traffic increased significantly on both a year-over-year (YoY) and quarter-over-quarter (QoQ) basis. So while the current economic challenges, and perhaps a lingering COVID effect, may be somewhat inhibiting Yo3Y growth, the general trend seems to be positive – and is even more impressive in the context of the wider contraction in discretionary spending.
Analyzing dozens of brands including:
Inflation Driving QSR Visits Up
Yo3Y weekly visits remained close to or above 2019 levels for most of the quarter, and rising prices did not seem to discourage consumers from visiting QSR chains. Inflation may even have given the category a boost by driving consumers away from full-service restaurants and towards lower-priced fast-food options. The drop in YoY visits towards the end of the quarter is a reflection of the wider dining reopening in June 2021 rather than any decrease in QSR strength.
“Inflation may even have given QSR a boost by driving consumers away from full-service restaurants and towards lower-priced fast food options.”
-1.1%
Visits per Venue Showing Room for Expansion
Over the past year, the YoY increase in visits per venue has outpaced the YoY increase in overall visits. Since many QSR brands permanently closed locations over the pandemic, there are now fewer QSR venues to visit nationwide – and with fewer branches, the average number of quarterly visitors per remaining restaurant has increased. This may indicate at least some of the chains still have room to expand.
“Over the past year, the YoY increase in visits per venue has outpaced the YoY increase in overall visits.”
+15.5%
Trade Areas Increasing
The pandemic had a significant impact on QSR offline visits. For most chains, overall visits decreased and trade area (the distance 70% of a brand’s consumers travel to reach the brand’s venues) contracted in 2020 and early 2021 as consumers stayed close to home and ate out less. But over the past year, trade area for leading QSR brands has been steadily increasing, indicating that consumers are once again grabbing fast food on the go as they spend more time out and about.
“Over the past year, trade area for leading QSR brands has been steadily increasing.”
132.6 sq. mi.
132.6 sq. mi.
QSR Growth Leaders
Several national QSR brands have seen particularly impressive growth over the past quarter. McDonald’s, which closed several locations in 2021, still managed to see its overall visits grow every month this quarter on a YoY basis. On the other hand, Jack in the Box, and Domino’s Pizza have all been expanding, which is also pushing their foot traffic numbers up. And Popeyes is still riding the wave of the long-term visit boost from its chicken sandwich launch in the summer/fall of 2019. The diverse paths to success of these five brands demonstrates the category’s current growth potential.
“The diverse paths to success of the QSR growth leaders demonstrates the category’s current growth potential.”
Summary
QSR is one of the categories that may be benefiting from the current economic climate. As the COVID impact continues to wane and consumers trade down from full-service restaurants to fast-food, several QSR brands are seeing their visits increase – not only compared to 2021, but compared to pre-pandemic as well. Q2 2022 data indicates that the category is well positioned to continue thriving in H2 2022.
More Mobile Location Intelligence Insights
From our Library
- White Paper
Find out how malls are reinventing themselves and staying relevant thanks to experiential offerings, omnichannel options, and strategic tenant selection.
- August 10, 2022
- Webinar
Breaking down the Back to School 2022 period to see which retailers benefited the most
- August 9, 2022
- White Paper
Gyms and health clubs are experiencing a major visit surge, driven by increasingly health-conscious consumers excited about the post-COVID fitness reopenings.
- July 28, 2022
From our Blog
We took a look at the latest foot traffic data to see how inflation, supply chain woes, and COVID-19 are driving visits to off-price retailers
- August 16, 2022
As shoppers continue to tighten their budgets in the face of high prices, we checked in to see how the economy is affecting three wholesale giants.
- August 15, 2022
Interest in home improvement soared during the pandemic. We check in with the industry to see how it is faring with a new set of challenges.
- August 11, 2022
