How Day Parts Impact Restaurant Success in Ireland
Understanding the Republic of Ireland’s foodservice market in 2024 requires a thorough examination of daily footfall traffic. The distribution of traffic between competing players and across various day parts are critical metrics to study when aiming to increase market share and optimise sales strategies. Which fast-food formats and operators are benefiting the most during a particular daypart?
Morning Rush Hour
Morning traffic, primarily driven by Coffee Shops and Bakeries, accounts for about 15% of all daily fast-food visits in Ireland. Frequented by urbanites and commuters seeking quick and convenient breakfast options, leading brands such as McDonalds, Starbucks, and Costa Coffee dominate the morning rush-hour, commanding more than 80% of traffic with outlets strategically located along commuter routes.
Lunchtime Peak
The lunchtime period (12 pm – 3 pm) sees a significant surge in footfall with 34% of daily visits occurring during these hours. Burger outlets are particularly popular, capturing 30% of traffic. The major players in this day part are McDonald’s, Supermac’s, and Burger King, with KFC, Costa Coffee, and Starbucks also taking a significant share of lunchtime traffic.
Afternoon and Evening Traffic
During the late afternoon and evening period (from 6 pm) Pizza chains take pole position, attracting nearly half of all traffic. This trend is driven in part by social gatherings and family meals, where pizza to share is a popular choice. Established brands with a large presence and convenient delivery options, such as Apache Pizza and Domino’s, thrive during the evening period.
Meaningful Vision CEO Maria Vanifatova comments: “By tailoring special offerings and promotions to align with peak traffic periods, businesses can enhance their operational efficiency and increase their market share. Meaningful Vision’s insight and analysis reveals the importance of strategically located outlets, product diversity, and targeted marketing, to successful trading in Ireland’s vibrant and evolving fast-food market.”
Read more on the Fast-food trends.
