Holidays Present Opportunity to Grow Restaurant Business

More consumers are including restaurant visits in their holiday plans, whether taking a break during shopping, sitting down to a meal afterward, or creating special moments with family and friends.¹ In fact, of those who shopped at a mall or shopping center on Thanksgiving or Black Friday in 2015, 63% also enjoyed a meal.² For both QSR and FSR foodservice operators, this is a trend worth understanding as it’s an opportunity to attract new diners who want to celebrate holiday occasions at a restaurant.

Growing Trends in Spending
Retail stores aren’t the only businesses with increased sales in the final months of the year. While retail sales grew 3.7% in November and December 2015, according to the National Retail Federation, restaurant sales were up 8.1% from 2014.³ Holiday sentimentality encourages dining out. Restaurant spending on Christmas day last year doubled compared to the previous year.² On Christmas Eve, almost twice as many people dine out compared to the average day.⁴

Know Your Audience
Foodservice operators have many opportunities to surprise and delight guests during the holidays. QSR outlets can focus on specific consumer needs, including getting in and out quickly; having consistently great-tasting food and beverages; finding convenient locations with grab-and-go options; and dining in a casual setting that satisfies the entire family. For FSR guests, holiday dining can be seen as an everyday escape, an opportunity to mingle, and the chance to create memorable experiences.

Catering Opportunity
From sandwiches for office parties to gourmet dinners served by uniformed staff, the holiday season provides a large opportunity for restaurants to grow catering and delivery business. Here are tips for making the most of your restaurant’s catering services during the holidays:

• Make the catering program as flexible as possible to appeal to a variety of groups.
• Add a note about catering on customers’ receipts, or include a coupon to encourage first-time users.
• Offer diners samples of the most popular holiday-party dishes, such as a signature dessert or specialty beverages.

Don’t forget the power of social media in promoting your catering services. Post photos of past events on your website and at the front counter, and include offerings for Facebook fans and members of a loyalty program. 

Whether consumers are shopping, gathering with family or friends at a restaurant, or simply refueling while completing holiday errands, foodservice operators have the opportunity to create special moments for consumers to cherish this holiday season. To learn more about consumer trends, contact your Coca-Cola representative. 

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^{Sources:
¹ Business Insider, December 29, 2015 – MasterCard SpendingPulse data, Sarah Quinlan – Sr VP MasterCard Advisors
² International Council of Shopping Centers, USA Today, December 17, 2015
³ MasterCard Spending Plus, USA Today, December, 2015
⁴ OpenTable, Olivia Terenzio, November 2015}