Restaurant Visits with Deals & Discounts Increase Across the Board

The NPD Group reports that restaurant visits at enterprises using a deal or discount increased across all segments during the first nine months of 2013. Non-deal customer traffic has been flat in 2013 after two years of positive growth. Discounted-price traffic in all sectors of the industry increased 4 percent, and deal-price 2 percent.

NPD restaurant analyst Bonnie Riggs offers insight as to why casual-dining chain traffic declined by 1 percent this year, “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. 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.”