Operators often miss promotional opportunities in Easter
The holiday is often sees consistent traffic growth compared to other holidays.
Easter consistently lifts foodservice traffic across Europe, yet many operators fail to maximise it, a report by Meaningful Vision said.
“Easter sees consistent traffic growth, yet we observe fewer promotions compared to other holidays such as Valentine’s Day,” said Maria Vanifatova, CEO of Meaningful Vision. “In the UK, the most common offer is still ‘Kids Eat Free’. Easter presents an opportunity to trial seasonal menus, connect with guests, and maximise footfall with the right strategy.”
Based on a three-year data set, the report highlights Easter’s role as a key trading period for operators, with consistent uplifts in footfall observed across several markets.
In the UK, the 2024 Easter bank holiday weekend recorded a 6% increase in overall footfall compared to an average day. Pubs led the gains with an 18% rise, followed by restaurants at 14% and fast-food chains at 8%. Good Friday and Saturday were the most active trading days, delivering a 27% increase in visits to pubs and restaurants.
Traditional Easter meals, such as roast dinners and hot cross buns, contributed to higher spend and customer engagement, particularly in casual dining venues and pubs that cater to family gatherings and social occasions.
In Ireland, where Easter holds strong religious and cultural significance, the foodservice impact was even more pronounced. Pubs and restaurants saw a 20% increase in traffic, whilst fast-food experienced a 17% rise. Good Friday and Saturday delivered the strongest results, with a 36% increase in visits to dine-in venues.
In Northern Ireland, growth followed a similar pattern to the UK but exceeded the national average, with pubs and restaurants up by 19% and 17%, respectively. Fast-food traffic rose modestly by 3%. Good Friday and Saturday remained key, with a 33% spike in footfall across restaurants and pubs.
In France, Easter also brought increased activity, with casual dining traffic up 16% and fast-food visits rising by 10%. Friday and Saturday were the standout trading days, showing a 33% lift. Vanifatova said this suggests French consumers, like their Irish counterparts, prefer longer, relaxed meals over the Easter weekend.
In Germany, the uplift was more moderate. Restaurant visits rose by 5%, and fast-food by 4%, with Good Friday and Saturday driving a 20% increase in traffic. Unlike other markets, Easter Monday also attracted substantial footfall, nearly matching Good Friday. The relatively muted effect may reflect a stronger tradition of celebrating Easter at home.
Vanifatova said that whilst Easter reliably boosts traffic for foodservice, regional differences present an opportunity for businesses to tailor their strategies, menus and promotions accordingly.
