Restaurants across the country are still determining how to manage day-to-day operations in accordance with recommendations regarding COVID-19 and vaccine mandates, but research from ParTech Inc. and Punchh revealed in its 2021 Fall Trends Report that transactions were up nationally and locally in cities where "no vaccine, no service" policies were in place. Those cities included New York City, New Orleans and San Francisco, where reserachers analyzed year-over-year and month-over-month transactions from locations across 200 of Punchh's global brands.
Comparing July through August 2020, versus the same time period in 2021, Punchh's clients' total transactions nationally were up 108 percent, and loyalty-based transactions increased over 28 percent, according to a company press release. Loyalty sales overall were up 35 percent, and specifically, online loyalty sales were up an average of 14 percent.
Year-over-year, the average check size was down nearly 64 percent, but the average loyalty check size increased 6 percent. Looking at June 2018 through July 2019 versus July 2020 through Aug. 20, 2021, the national average check size saw a 9% drop-off, but loyalty check sizes remained the same. Total sales improved 24 percent nationally month-over-month, and total transactions were up 37 percent nationally over that same period.
Punchh found that online sales year-over-year, month-over-month and across lockdown cities haven't dropped, so despite uncontrollable, arduous factors, this revenue channel is continuing to hold steady. Additionally, both in-person and online loyalty transactions remained steady over the last 30 days compared to the previous 30-day period.
"With the pandemic resulting in many restaurants adding an online ordering component, guests are using loyalty programs more and more, as evident in the significant year-over-year jump in our clients' loyalty sales," Shyam Rao, Punchh co-founder and CEO, said in the release. "Loyalty solutions are connecting guests to the brands they love during a time that is unpredictable for both sides. These engagements are becoming a necessity when it comes to building lifetime value between fans and their favorite restaurants, ultimately bolstering the industry's recovery."
At the local level, where the Delta variant spurred vaccine-related restrictions, compared to the previous 30-day period, Punchh analyzed 24.3 million restaurant transactions in New York and saw a 10 percent decrease in total sales and a 14 percent decrease in total transactions. However, online loyalty sales and online loyalty transactions held steady for New York diners. New Yorkers' average check size was up 5.24 percent, and check size for loyalty sales saw a 55.12 percent increase month-over-month. Of the 3.3 million restaurant transactions studied in San Francisco, total sales, total transactions and check size all remained relatively steady month-over-month, while loyalty transactions jumped nearly 11 percent and loyalty sales were up over 8 percent.
In New Orleans during the same time period, the 1.2 million restaurant transactions examined revealed that total sales, loyalty sales and transactions were all down, but the average check size did not decrease.
Over 200 global enterprise brands, including Yum! Brands , Denny's, TGI Friday's, and Casey's are Punchh clients, and more than 100,000 restaurants in more than 110 countries use PAR's restaurant hardware, software, drive-thru, and back-office solutions
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October 22, 2021 at 07:27PM
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Loyalty programs keeping restaurants sales steady despite COVID-19 restrictions, vaccine mandates - Fast Casual
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