Convenience and Value Drive Double-Digit Visit Growth at Foodservice Lunch in Russia

More Lunch Visits to Quick Service Restaurants, Work and University Canteens

Moscow, (August 26, 2014) — Convenience and deals/discounts are among the reasons lunch visits to restaurants and other foodservice outlets increased by 14 percent in 12 months ending June compared to the same period last year, reports The NPD Group, a leading global information company. The growth at lunch is more than double that of total foodservice visits, which were 6 percent in year ending June over year ago, according to NPD’s ongoing foodservice market research.

Quick service restaurants, workplace and university canteens were key contributors to the increase in lunch visits, representing more than two-thirds of the additional traffic in the period. Quick service restaurant lunch growth was mostly driven by burger and sandwich/bakery concepts, which offer a quick and affordable lunch with an average check size around 260 rubles. Canteen lunch visits can often be lower than 150 rubles per person especially if subsidized by company, finds NPD’s CREST, which tracks daily how consumers use restaurants and other foodservice outlets in Russia

“Different foodservice segments meet different lunchtime needs. Convenience, loyalty, and food quality are the top reasons why consumers choose the restaurants they do,” says Maria Bertoch, NPD foodservice industry expert. “Quick service restaurants provide a fast and easy takeaway lunch, full service restaurants offer relaxing tableside service, and consumers can get a low-price or free lunch at canteens.”

Deals and discounts offered by restaurants and other foodservice outlets also contributed to the double-digit growth in lunch traffic. More than half of all lunch visits include meal deals or promotions compared to 35 percent for breakfast, dinner, and snack times together.

The types of consumers who are visiting foodservice outlets at lunch tend to be males, which represent 55 percent of visits.  Quick service segment customers at lunch are usually younger, ages 16-24; lower incomes (workers, students, or unemployed); workers who have limited time for lunch; and families eating out as a larger group. Full service restaurants attract higher income consumers and workers between the ages of 24- and 44-years-old. Canteens attract all consumer types for lunch but skew slightly towards ages 35 and older. 

“Even though lunch is a promising segment today, the economic downturn could affect restaurant and foodservice use in the near future,” says Bertoch. “We see that people now started to cut on snacking occasions as morning or afternoon snack or beverage, it’s a new trend in Russian foodservice”. “It is important that restaurant operators and foodservice manufacturers monitor the economy and change their strategies accordingly.”


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