Global information company NPD Group has revealed there was an increase in British lunchtime traffic in the year to March 2013 however the recovery has been much sharper for quick service restaurants.
Guy Fielding, director of business development for NPD Group, said: “Breakfast was a strong theme in 2012 and we saw breakfast and mid-morning snacks taking a bite from lunchtime spend and creating a ‘mid-day dip’. We are now watching lunch closely as we expect this to be the next ‘day part’ to start to recover from the recessionary slump."
Fielding said one of the reasons quick service restaurants may have been able to benefit sooner than pubs is the affordability factor - the average spend at QSR outlets was £3.42, more than a pound less than the total market average.
"Lunch does provide a useful clue to how consumers feel about the economy and their willingness to spend," he said. "Lunch is typically the first eating-out-of-home occasion to be ‘sacrificed’ to in-home/lunchbox eating. When money is tight, consumers will understandably make their own lunch. But when they feel they have a little more cash, they start buying again," Fielding added.