This article is from the
Nations's Restaurant News, February of this year:
McDonald’s and Yum Brands both reported strong quarters and traffic gains, while fast casual and casual dining brands are experiencing traffic declines.
... Unemployment is at a historically low level, wages are at historically high levels, but consumers have begun trading down, nonetheless – illustrating they have some simmering anxiety about what is happening or what’s to come. At least, that’s the gist from the first two weeks of public restaurant earnings calls – a solid indicator of consumer confidence given the industry’s ubiquity and discretionary position.
... “We’re still seeing the consumer is resilient and it plays to our strengths as a system in terms of being well positioned on value,” McDonald’s CEO Chris Kempczinski said during the company’s earnings call Jan. 31. “Overall, the consumer is actually holding up better than what we would have probably expected a year ago or six months ago.”
Yum Brands CEO David Gibbs noted his company is seeing “a little” trade down into its brands, which include Taco Bell, KFC, Pizza Hut and The Habit Burger Grill.
... [Gibbs] added that Yum’s brands are “perfectly positioned to deliver” in this type of environment, pointing to Taco Bell’s Cravings Menu, Pizza Hut’s new Melts and KFC’s new two-for-$5 wraps as examples. “We like the environment we’re in,” he said.
Some of Yum’s and McDonald’s trade down consumers may be coming from Chipotle, which reported a “tough” fourth quarter that included a 4% decline in transactions. By comparison, Kempczinski said McDonald’s has experienced “strong traffic growth.”
Consumers are also likely trading down from casual dining. Brinker International reported a traffic decline of 7.6% at its Chili’s concept, for instance, and it’s not unique in its segment. Data from Placer.ai emailed to Nation’s Restaurant News also finds high-single-digit and double-digit traffic declines throughout the past several months at casual dining concepts like Bonefish Grill, Fleming’s Prime Steakhouse and Wine Bar, Outback Steakhouse, Olive Garden and Applebee’s
Perhaps the strongest indicator that consumers are tightening their belts a bit? Chipotle’s delivery orders dropped by 15% last quarter, and we all know by now that delivery is costlier than dine-in or pickup.
Same source, two months later in April 2023:
New data finds that restaurant traffic is up at QSRs, while full-service dinner traffic has declined by 13%.
... consumers seem to be accelerating their trade down activity that started picking up late last year. Quick-service restaurants enjoyed a 3% traffic uptick, for instance, while visits to full-service concepts dropped by 2% year-over-year. Further, lower check breakfast and morning snack dayparts have fully recovered from pandemic losses, according to Circana. Morning restaurant visits grew by 10% versus last year and are up by 2% versus February 2020. Conversely, lunch visits were slightly down, at negative 1%, while dinner traffic was down by 3% in February.
And, higher-check full-service dinner visits – the segment’s busiest daypart – declined by 13%.