EXCLUSIVE: How On Premise Consumption is Gaining Importance for QSRs

In the 12 months to March 2016, there have been 5.8 Billion visits to QSRs in Great Britain. Visits have grown by 7% over the past 6 years, while the rest of the market was losing -7% of traffic.

Data from the NPD Group has revealed that on premise occasions have driven this growth; they now account for 29% of all visits to QSRs. This is 5%pt more than it was 6 years ago.

Indeed, between YE March 2010 and YE March 2016, visits to QSR taken on premise have grown by an impressive 30% compared to a small -1% decline for visits where consumers eat or drink out of the restaurant.

The average ticket in QSR for on premise occasions is at £4.16, 23% higher than off premise occasions, at £3.39. These additional 77 pence are linked to a higher number of items consumed at each occasion. Hot Beverages and carbonated soft drinks are particularly being more ordered by consumers when they decide to stay in the restaurant.

As Cyril Lavenant, Foodservice Director at NPD Group commented: “Quick Service Operators have invested heavily in the past decade to transform their restaurants into places where consumers want to stay to enjoy their meal. Nice decors, increased modernity, free Wi-Fi are some of the exciting improvements that consumers can benefit from. Data show that QSR operators have successfully met consumers’ new will to stay on premise for lunch and dinner. However, in this fast pace market, operators have to constantly think of ways to keep improving the experience they offer to consumers.”