Larks Vs Owls: A cross-country comparison of QSR traffic

Data reveals that the British like to have a hearty breakfast whilst the French often go for late-night dining.

When it comes to quick-service restaurant (QSR) traffic, there's a clear divide between the UK and France. Whilst the British seem to favour a hearty breakfast, the French appear to have a penchant for late-night dining.

A recent analysis of QSR traffic in these countries by Meaningful Vision shows that the UK sees a significant surge in footfall during the early morning hours. Approximately 5% of all traffic occurs between 6 and 9 AM, suggesting that many Britons start their day with a quick bite. This trend is less pronounced in France, where only 3% of daily traffic falls within this time frame.

As the day progresses, the differences between the two countries become even more apparent. Whilst the UK maintains a steady stream of QSR traffic throughout the day, France experiences a noticeable peak in the evening. Between 6 and 9 PM, French QSRs see a whopping 20% of their daily traffic, compared to just 14% in the UK. Overall evening traffic after 6 p.m. in France is 60% higher than in the UK. 

Ireland, meanwhile, falls somewhere in between. Whilst the Irish are more likely to grab a morning meal than the French, their evening traffic is also higher than that of the UK.

“These findings suggest that cultural differences play a significant role in shaping QSR traffic patterns. Whilst the British may be more inclined to start their day with a quick meal, the French seem to prefer a leisurely evening dining experience," Maria Vanifatova, a Founder of Meaningful Vision said.

Meaningful Vision tracks traffic performance in the QSR segment among other categories, providing detailed and timely insights into all ingredients of marketing mix strategies. Understanding cultural differences can help QSR brands tailor strategies to fit local habits, whether it's breakfast specials in the UK or dinner-focused promotions in France.