Comparing the amount of fast food spending by visitors with restaurant spending provides an indicator of the visitor’s spending and travel characteristics. Learn more here!
Travelers need to eat during their trip and memorable meals are an essential part of traveling. Many destinations are also promoting locally owned restaurants, which showcase the destination’s unique culinary history, cutting-edge modern cuisine or serve as a great watering hole to share stories of the day’s experiences.
Collectively, comparing the amount of fast food spending by visitors with restaurant spending provides an indicator of the visitor’s spending and travel characteristics. This benchmark helps to provide a frame of reference for how effectively a destination is cultivating visits to their local restaurants, both in the aggregate (all visitors) or origin markets/seasons (e.g. Chicago travelers go to restaurants in our destination at rates near the national average).
What is Restaurant to fast food ratio?
Simply stated, the Restaurant-to-Fast Food Ratio is the proportion of the visitation to sit-down restaurants to fast food restaurants at the destination calculated by utilizing the device count from geolocation data.
How is this benchmark calculated?
Restaurant to Fast Food Spend Ratio is calculated as restaurant visitor spend divided by fast food visitor spend. The blue bar is your data, where the green is the average of all Zartico partners.
What does that mean? In the chart below, the number above the blue bar is the number of dollars spent in Restaurants for every dollar at Fast Food. In June, 2022, $3.01 were spent at a restaurant for every $1.00 spent at fast food.
Where does this data come from?
The data source for your ratio is Affinity, our source for credit card spend. The benchmark data comes from all Zartico partners.
Note: While this metric allows you to understand and cultivate traffic trends and patterns at your destination, it is not meant to estimate the total number of visitors at dining establishments. This is because the devices we measure are a sampling of all devices at POIs. Have more questions about this? Check out our article on the Visitor Flow module.
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