EXCLUSIVE: Family Visits are Driving the foodservice market, say analysts
The foodservice market has seen a steady drop in visits since the beginning of the recession. The industry has lost 500 mill visits to date, with adult-only parties driving the loss.
It is notable, therefore, that family visits have surged 5.6% in the same period of time.
According to data by the NPD Group, family visits have climbed each year since 2012. Pubs in particular have seen healthy gains, as their family traffic has increased 8.9% since 2008.
Interestingly, data also reveals that families have increased their visits over breakfast and lunchtimes. For morning meals, families opted for quick service restaurant (QSR) coffee and bakery outlets, and for lunch QSR burger and chicken outlets came out top.
Moreover, it appears that families are shunning unnecessary items, as their choices are now focussed more on main dishes and healthier beverages. The top three growing menu items among families are burgers, bottled water, and sandwiches. Meanwhile, the top three menu items on the decline are alcohol, side dishes, and desserts.
But it's not just a matter of footfall that makes focussing on families a good idea. Operators looking to boost sales should also take note as the average ticket per person in family parties stands at £5.12, compared to the average ticket per person in an adult-only party of around £4.47.
However, it is not all good news. Operators need to work on reinvigorating their offers—in 2014 and 2015, growth stood at a meagre 0.3% and 0.4% respectively.
In this regard, NPD advises that operators highlight fun, nourishing, and family-friendly meals. “Be the fun destination they’re looking for, particularly on the weekend, and offer healthier, innovative, kid-oriented foods and beverages. Consider family offers, which tend to trigger visits,” says NPD.
