A promising start to 2012 for the U.S. restaurant industry followed by not-so-promising spring and summer quarters combined for a lackluster, yet stable industry , finds The NPD Group, a global information company. The summer (July, August and September) of 2012 ended on a weaker note than it started with visits flat compared to same period last year, according to NPD’s foodservice market research. Visits were up 2 percent in August and then declined in September. NPD forecasts that the restaurant industry will end 2012 with visits flat and spending up 2 percent.
When consumers did visit restaurants in the summer they chose quick service restaurants (QSRs), as a result, the segment realized traffic gains of 1 percent, according to NPD’s CREST, which continually and rigorously tracks the foodservice industry based on consumer reporting of over 400,000 visits to foodservice outlets a year. QSR coffee/donut/bagel, fast casual, retail, and Mexican chain concepts all fared especially well in the summer months. Visits to QSR hamburger concepts, which had been an industry driver in recent quarters, were flat in the quarter compared to the same quarter in 2011.
Full service restaurants continued to struggle this past summer. Visits to midscale/family dining restaurants declined by -2 percent and the casual dining segments experienced visit declines of 3 percent. A recent NPD report, A Look at Influencers of Restaurant Visits, which identifies the chief drivers contributing to decline or growth at key meal occasions, finds that among the factors contributing to visit declines at casual dining supper a key daypart for the segment, are the price disparity between a casual dining and QSR eater check, unemployment, and cutbacks on the part of young adults.
posted by Tiffany Haslacker