As Ireland’s fast-food sector continues to thrive, understanding the ebb and flow of customer traffic throughout the day is crucial for operators seeking to gain an edge. New data from Meaningful Vision reveals a dynamic landscape with distinct peaks and troughs.
Morning hours, while accounting for 12% of daily visits, primarily driven by coffee shops and bakeries, have seen stagnant growth. This suggests an opportunity for fast-food operators to invigorate the morning market with enticing breakfast offerings or targeted promotions.
Lunchtime emerges as the undisputed peak period, capturing 26% of daily visits. Bakeries reign supreme at this hour, closely followed by coffee shops and chicken chains. Encouragingly, lunch traffic has exhibited robust growth in 2024, highlighting a strong consumer appetite for quick and convenient midday meals.
The afternoon period (3pm– 6pm) is experiencing the most significant growth, surpassing even the lunchtime rush. Chicken shops and pizza outlets are key drivers of this surge, suggesting a shift towards smaller meals and snacks. To capitalise on this trend, operators can strategically introduce snack-sized portions, enticing meal deals, and limited-time promotions to attract afternoon customers.
Dinnertime (6pm – 9pm) remains a strong performer for the fast-food sector, claiming 15% of daily visits. Burgers and pizzas consistently dominate this segment, leveraging their appeal as convenient and satisfying dinner options. Fast food's inherent advantages – affordability and speed of service – give it a distinct edge over casual dining during these evening hours.
While late-night traffic accounts for less than 10% of daily visits and has been on a downward trajectory, opportunities still exist. Focusing on urban and tourist-heavy areas with targeted promotions, extended operating hours, and specialized late-night menus can help reinvigorate this segment.
Maria Vanifatova, CEO of Meaningful Vision, emphasises the dynamic nature of the fast-food market: "Ireland's fast-food industry is experiencing dynamic shifts in consumer traffic patterns. While lunch remains the strongest segment, afternoon growth presents new opportunities, and dinner continues to perform well. Operators who leverage these insights through tailored meal offerings, optimized pricing, or strategic marketing will be better positioned to maximize their success in the competitive Irish market.”
This article was written in partnership with Meaningful Vision.
