Meaningful Vision’s analysis of daypart traffic in Ireland between Q4 2023 and Q4 2024 looks beyond the more obvious trends and reveals interesting subtleties in the evolution of customer behaviour over the time period under examination.
Morning traffic (6 am-12 pm) in Ireland experienced a slight dip from 13% to 11%, yet a closer look at the data allows us to be more specific within this 6 hour timeframe. The mid-morning window (9 am-12 pm) saw a notable 2% decrease, suggesting a potential softening in late morning visits to fast-food establishments. This is likely attributable to changing work patterns or evolving breakfast/brunch habits.
The midday and afternoon periods paint a different picture of consumer engagement. The lunchtime rush (12 pm-3 pm) gained traction, increasing its share by 2%, indicating a sustained demand for quick service options during traditional lunch hours. The afternoon slot (3 pm-6 pm) witnessed the most significant growth, expanding by 3%. This surge potentially indicates a growing preference for afternoon snacks or early dinners at these establishments. Evening traffic (6 pm onwards) also saw a modest increase in the early evening segment, growing by 1%, hinting at continued demand into the later hours.
These evolving daypart trends underscore the critical need for quick service operators in Ireland to gain a granular understanding of their customer traffic. While the overall market is buoyant, fuelled by the popularity of burgers and potential growth of chicken chains, a successful marketing strategy can hinge on aligning attractive offerings, appropriate staffing, and alluring promotions with these peak traffic times. As Maria Vanifatova, Co-Founder and CEO of Meaningful Vision Ltd notes, ”The dynamic Irish market, characterised by high outlet density and shifting daypart preferences, presents both opportunities and challenges. Understanding and adapting to these specific time-based fluctuations in demand is extremely valuable for businesses aiming to maximize their potential in this competitive landscape.
Read more on the Foodservice Market in Ireland here.
