The number of restaurant visits in the US prompted by a deal or discount increased in 2013 after declining in 2012, according to a new report by The NPD Group.
The research found that restaurant traffic on a deal or discount increased by 2% in the year ending August 2013, a turnaround from the 1% decrease in deal-driven traffic a year ago.
It also found that restaurant visits based on “buy some, get some” or “two-for-one”-type offers had the highest gain, with a 14% increase over last year.
Bonnie Riggs, NPD restaurant industry analyst, said: “In my view the industry tried to move away from heavy discounting last year but found it was just not feasible with consumers still closely watching their spending. It is deal related traffic that is keeping the industry from registering traffic losses.”
Riggs said that casual dining restaurants in particular focused on deals as a means to attempt to reverse steady traffic declines. While they helped offset losses, visits to casual dining restaurants were down 1% for the year. At the same time, visits tied to value-meal items rose 6%, helping push deal visits at quick-service restaurants up by 2% overall and keeping total quick-service traffic stable.
Riggs said: “Casual dining has really ramped up with its deals, but, unfortunately, it hasn’t stopped traffic declines, which may mean that its deal offers aren’t resonating with cost conscious consumers.”
