Nearly Two-thirds of Quick Service Restaurants Report Increased Traffic in 2024, Despite Raising Prices Across the Board
Quick Service Restaurants (QSRs) are experiencing increased traffic in 2024, with 64% reporting growth across all dayparts despite widespread price increases. According to a TransUnion and Restaurant Dive study, 93% of QSRs raised prices, yet those emphasizing value-driven messaging saw better results. The study, surveying 100 QSR executives from companies with $250M+ annual revenue, revealed that 67% of restaurants that significantly increased value messaging experienced extremely positive customer traffic effects. Loyalty programs emerged as a key factor, with QSRs using demographic data being nearly twice as likely to continue targeted promotions compared to those not utilizing such data.
I Ristoranti Fast Food (QSR) stanno vivendo un aumento del traffico nel 2024, con il 64% che riporta una crescita nelle diverse fasce orarie nonostante gli aumenti di prezzo diffusi. Secondo uno studio di TransUnion e Restaurant Dive, il 93% dei QSR ha aumentato i prezzi, ma quelli che hanno puntato su messaggi orientati al valore hanno ottenuto risultati migliori. Lo studio, che ha coinvolto 100 dirigenti di QSR di aziende con un fatturato annuo superiore ai 250 milioni di dollari, ha rivelato che il 67% dei ristoranti che hanno notevolmente aumentato i messaggi sulla valore ha registrato effetti estremamente positivi sul traffico dei clienti. I programmi di fidelizzazione sono emersi come un fattore chiave, con i QSR che utilizzano dati demografici che hanno quasi il doppio delle probabilità di continuare le promozioni mirate rispetto a quelli che non utilizzano tali dati.
Los Restaurantes de Servicio Rápido (QSR) están experimentando un aumento de tráfico en 2024, con un 64% reportando crecimiento en todos los horarios del día, a pesar de los incrementos de precios generalizados. Según un estudio de TransUnion y Restaurant Dive, el 93% de los QSR aumentó precios, sin embargo, aquellos que enfatizaron mensajes orientados al valor vieron mejores resultados. El estudio, que encuestó a 100 ejecutivos de QSR de empresas con ingresos anuales superiores a 250 millones de dólares, reveló que el 67% de los restaurantes que incrementaron significativamente los mensajes de valor experimentaron efectos extremadamente positivos en el tráfico de clientes. Los programas de lealtad surgieron como un factor clave, siendo los QSR que utilizan datos demográficos casi el doble de propensos a continuar con promociones dirigidas en comparación con aquellos que no utilizan tales datos.
패스트푸드 레스토랑(QSR)은 2024년 교통량 증가를 경험하고 있으며, 64%가 전반적인 시간대에서 성장세를 보고하고 있습니다. 가격 인상이 만연한 상황에서도, TransUnion과 Restaurant Dive의 연구에 따르면 93%의 QSR이 가격을 인상했지만 가치를 중시하는 메시지를 강조한 곳은 더 나은 결과를 보였습니다. 이 연구는 연간 수익이 2억 5천만 달러 이상인 100명의 QSR 임원을 조사한 결과, 가치를 강조한 메시지를 크게 증가시킨 레스토랑의 67%가 고객 유입에 극히 긍정적인 영향을 경험했다는 것을 보여주었습니다. 충성도 프로그램은 핵심 요소로 부각되었으며, 인구통계학적 데이터를 활용하는 QSR은 해당 데이터를 사용하지 않는 곳에 비해 표적 프로모션을 계속할 가능성이 거의 두 배에 달했습니다.
Les Restaurants de Service Rapide (QSR) connaissent un trafic accru en 2024, 64 % rapportant une croissance durant toutes les périodes de la journée malgré des hausses de prix généralisées. Selon une étude réalisée par TransUnion et Restaurant Dive, 93 % des QSR ont augmenté leurs prix, mais ceux qui ont mis l'accent sur des messages axés sur la valeur ont vu de meilleurs résultats. L'étude, qui a interrogé 100 dirigeants de QSR dans des entreprises avec plus de 250 millions de dollars de chiffre d'affaires annuel, a révélé que 67 % des restaurants ayant significativement augmenté leurs messages de valeur ont connu des effets positifs extrêmes sur le trafic des clients. Les programmes de fidélité se sont révélés être un facteur clé, les QSR utilisant des données démographiques étant près de deux fois plus susceptibles de continuer des promotions ciblées par rapport à ceux qui ne les utilisent pas.
Schnellrestaurants (QSR) verzeichnen im Jahr 2024 einen Anstieg des Verkehrs, wobei 64 % ein Wachstum über alle Tageszeiten melden, trotz weit verbreiteter Preiserhöhungen. Laut einer Studie von TransUnion und Restaurant Dive haben 93 % der QSR die Preise erhöht, diejenigen, die jedoch value-orientierte Botschaften betonten, erzielten bessere Ergebnisse. Die Studie befragte 100 QSR-Führungskräfte von Unternehmen mit einem Jahresumsatz von über 250 Millionen USD und ergab, dass 67 % der Restaurants, die ihre Wertbotschaften erheblich erhöhten, äußerst positive Auswirkungen auf den Kundenverkehr erlebten. Kundenbindungsprogramme erwiesen sich als ein Schlüsselfaktor, wobei QSRs, die demografische Daten nutzen, fast doppelt so wahrscheinlich sind, gezielte Aktionen fortzusetzen, im Vergleich zu jenen, die solche Daten nicht verwenden.
- 64% of QSRs reported increased traffic across all dayparts
- 67% of QSRs with increased value messaging saw extremely positive traffic effects
- 88% of QSRs implemented targeted promotions and value deals
- All surveyed companies generate at least $250M in annual revenues
- 93% of QSRs had to raise prices across the board in 2024
- Only 50% of value deals and combo meals showed positive impact
- Only 52% of QSRs leverage third-party demographic data in loyalty programs
Insights
The QSR industry shows remarkable resilience with
The data reveals a significant untapped opportunity in loyalty programs, with only
This report signals positive momentum for TransUnion's travel and hospitality business segment. The low adoption rate of demographic data in loyalty programs (
The study's focus on large QSRs (minimum
TransUnion and Restaurant Dive report finds room for even greater profitability for nearly half of restaurants via loyalty programs
CHICAGO, Nov. 14, 2024 (GLOBE NEWSWIRE) -- Nearly two-thirds (
Most QSR executives attribute this success to a focus on both communicating and capturing value with customers, an important step after
“Consumers may have become accustomed to inflation over the past couple years,” said Mark Rose, Senior Director of market strategy for TransUnion’s travel and hospitality business. “However, feeling like they are getting value for their increased spending is still an important and compelling part of their decision on where to go for a meal.”
These and other key findings are part of a research study conducted by Restaurant Dive’s studioID on behalf of TransUnion. The survey was completed June 8, 2024 to June 10, 2024, by 100 QSR executives from companies generating at least
While most QSRs raised prices, those that also increased value-driven messaging—content that highlighted savings for consumers—saw a positive effect. More than two-thirds (
As part of the value messaging, QSRs also stepped up value deals and combo offerings to give customers cost-effective menu options. While the vast majority of QSRs ran programs, only half saw a positive impact, which were then most likely to continue.
QSR Menu and Pricing Offers
| Have Introduced or Accelerated in Past Six Months | Have Seen a Positive Effect on Customer Traffic | Will Continue to Offer in 2025 | ||||
| Targeted Promotions or Limited-time Offers | ||||||
| Value Deals/Combo Meals | ||||||
| Family Bundles | ||||||
Optimizing loyalty programs
The secret ingredient to successful promotional campaigns may be the use of demographic data in QSR loyalty programs. The report found QSRs using demographic data in their loyalty programs were nearly twice as likely to continue running targeted promotions and limited-time offers, compared to those that did not use demographic data in their loyalty programs.
The finding suggests that in-depth customer insights lead to more successful promotional campaigns that are then extended. However, despite the value that appears to come from having deeper knowledge of loyalty program members, only about half (
“When brands tie demographic data to their loyalty programs, they can be more precise in creating the right offer for the right customer and communicating its value in a way that best resonates with the customer’s desires,” said Rose. “Doing so makes the program more efficient and profitable than it would be making the same offers to all members, regardless of their household structure and lifestyle.”
The report notes that QSR brands can leverage identity solutions from partners like TransUnion to augment their first-party data from loyalty programs. Doing so can create new insights about existing customers and enhance their ad targeting to acquire new loyalty members.
TransUnion’s TruAudience® identity products help QSR brands create a single view of their loyal consumers and households with rich demographic insights. TransUnion’s cloud-native applications allow privacy-first access to identity with minimized data movement. Learn more here.
Click here for full research findings in TransUnion’s QSR Industry Report: Bridging the Affordability and Profitability Gap.
About TransUnion (NYSE: TRU)
TransUnion is a global information and insights company with over 13,000 associates operating in more than 30 countries. We make trust possible by ensuring each person is reliably represented in the marketplace. We do this with a Tru™ picture of each person: an actionable view of consumers, stewarded with care. Through our acquisitions and technology investments we have developed innovative solutions that extend beyond our strong foundation in core credit into areas such as marketing, fraud, risk and advanced analytics. As a result, consumers and businesses can transact with confidence and achieve great things. We call this Information for Good® — and it leads to economic opportunity, great experiences and personal empowerment for millions of people around the world. http://www.transunion.com/business
| Contact | Dave Blumberg | ||
| TransUnion | |||
| david.blumberg@transunion.com | |||
| Telephone | 312-972-6646 |
FAQ
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How many QSRs use demographic data in their loyalty programs?
