Easter weekend consistently delivers a significant and predictable boost to the foodservice industry, as demonstrated by historical data from across the UK and Europe. More than simply a seasonal spike in traffic, Easter presents a strategic opportunity for operators, particularly within the full-service and casual dining sectors.
Meaningful Vision has compiled data from the last three years, publishing its findings in a report serving to highlight the importance of the Easter weekend for the Foodservice industry, both in the UK and other European countries.
United Kingdom:
In 2024, the Easter bank-holiday weekend saw a 6% increase in overall footfall by comparison with an average day. This was primarily driven by increased traffic to pubs, which experienced an 18% rise, closely followed by restaurants with a 14% boost. Fast-food chains also benefited, reporting an 8% growth. Notably, Good Friday and Saturday were the peak trading days, delivering a substantial 27% jump in visits for pubs and restaurants. In the UK Easter celebrations often involve a roast dinner on Sunday with delicious desserts, and drinks of every kind. Casual dining restaurants and pubs provide the ideal location for social or family gatherings, while fast-food outlets see increased traffic with many people travelling or indulging in shopping excursions. Seasonal offerings like hot cross buns and roast lamb can further contribute to increased spending and customer engagement.
Republic of Ireland:
Easter is an important religious festival in Catholic Ireland with long established traditions of large extended families gathering to eat together. The impact of Easter on the foodservice industry is even more pronounced in the Republic of Ireland than in the UK. Traffic in pubs and restaurants surged by 20%, while fast-food also saw a significant 17% increase. Good Friday and Saturday were particularly successful, generating a remarkable 36% increase in footfall for dine-in venues. More details on the Irish trends in our article Ireland’s Easter Appetite: A Feast for Foodservice.
Northern Ireland:
Following a similar trend to the UK, Northern Ireland saw pubs and restaurants outperform the UK average with growth of 19% and 17% respectively. However, fast-food experienced a more modest 3% uplift. The strongest growth was again concentrated on Good Friday and Saturday, with restaurant and pub visits surging by 33%, well exceeding the UK average.
France:
France mirrors this pattern, with casual dining restaurants experiencing a 16% rise in traffic during Easter, and fast food visits increasing by 10%. Consistent with Ireland, Friday and Saturday emerged as the key trading days, showing a 33% lift. It appears French consumers, in tandem with their Irish counterparts, tend to favour longer, more relaxed meals and seasonal tastes during the Easter holiday.
Germany:
The impact of Easter upon the German foodservice industry is a little milder than seen elsewhere. Restaurant traffic saw a modest 5% increase, while fast food gained only 4%. Even during the peak days of Good Friday and Saturday, the boost was a more moderate 20%. Interestingly, Easter Monday also attracts a significant number of visits in Germany, nearly on par with Good Friday, a deviation from other markets. While Easter remains a culturally important time, a stronger inclination to celebrate at home may explain the less pronounced effect on German foodservice.
Easter remains a reliable driver of traffic for the foodservice industry, but as Meaningful Vision’s data analysis clearly demonstrates, this impact varies significantly by region. This presents unique opportunities for businesses to tailor strategies, menus, and experiences to align with local traditions and guest expectations. Those who plan with insightful data and cultural sensitivity will be best positioned to leverage Easter as a significant growth opportunity, extending its benefits beyond just a single weekend.
Meaningful Vision CEO Maria Vanifatova predicts seasonal uplifts in traffic will significantly influence marketing approaches. “While traffic naturally increases during Easter, we observe less promotional activity compared to other holidays, for example, Valentine’s Day where set menu offers are twice as common. In the UK, the most prevalent offer remains ‘Kids Eat Free.’ Easter can be more than just a holiday however, and holds the potential to be a strategic window through which to connect with guests, to trial seasonal offerings, and effectively maximise footfall.”
Read more on how social events impact footfall traffic in the foodservice industry.
