The Road to Recovery for U.S. Restaurant Chain Customer Transactions Varies by Market

Hard hit at the beginning of the pandemic, fast casual chains rebounded and grew transactions in 30 of the top 55 market in May

Chicago, June 10, 2021 — Geography matters when it comes to pandemic recovery for U.S. restaurant chains. A mix of factors, like pandemic-related restaurant restrictions, the closing or opening of units, or chain performance, even the weather or event, can impact restaurant chain customer transactions in a specific market area, reports The NPD Group. For example, restaurant chain customer transaction declines in the Dallas-Fort Worth (DFW) designated market area improved from double-digit declines last year to  -4% in May 2021 compared to May 2019, a pre-pandemic basis of comparison. DFW ranks in the top 10 markets to recover from the steep customer transaction declines caused by the pandemic last year. In addition to Texas lifting COVID restaurant restrictions in March, the market's May customer transactions reflect new restaurant units opening and a +10% increase in fast casual chain transactions compared to a year ago, according to NPD's CREST® Performance Alertswhich provides a quick weekly view of chain-specific transactions and share trends for 75 quick service, fast casual, midscale, and casual dining chains representing 53% of the commercial restaurant traffic in the U.S. 

In addition to the DFW market, other top market areas showing improvements in restaurant chain customer transaction declines in May are Atlanta, GA.; Birmingham, Alabama; Salt Lake City, Utah; and Orlando, Florida. All these markets are in areas where restaurant restrictions had been eased or lifted as of May, and fast casual chain customer transactions grew.

The recent increases in fast casual chain restaurant transactions were an improvement from the beginning of the pandemic when fast casual restaurants didn't do as well as traditional quick service restaurants. Traditional quick service restaurants were well-equipped before the pandemic to handle off-premises operations, like carry-out, delivery, and drive-thru. Most fast casual chains, which relied more heavily on dine-in and didn't have drive-thru operations, were not. As fast casual chains quickly pivoted to focus on off-premises operations and restrictions were eased, their situation improved. In May 2021, total U.S. fast casual chain customer transactions increased by +2% compared to May 2019, and customer transactions grew over the May 2019 levels in 30 of the top 50 markets. Total U.S. restaurant chain customer transactions across all segments declined by -9% in May 2021 compared to May 2019.

“I often get the question, when will the U.S. restaurant industry improve, and part of the answer is one market at a time,” says David Portalatin, NPD food industry advisor and author of Eating Patterns in America. "My advice to restaurant operators, foodservice distributors, and manufacturers is to have a national view but act locally."     



Stay current in your industry
SUBSCRIBE

Press Contact

Kim McLynn
847-692-1781
kim.mclynn@npd.com

@npdfood

The NPD Group, Inc.
900 West Shore Road
Port Washington, NY 11050

Want more?

Complete this form to hear from NPD.


Newsletter

Subscribe and get key market trends and insights relevant to your industry each month.

We will not sell your information. View privacy notice. Cookie Settings