Despite traffic and sales moving in the wrong direction during a 12-month period of high inflation, restaurateurs nonetheless are optimistic that their strategies will pay off over the next six months and return their locations to growth. Independent respondents held up better than their chain competitors this year, with slightly more than three in five confident that they’ll increase guest counts and sales through the balance of this year and into 2025.
NRN Intelligence polled more than 350 decision makers across independent and chain operators in every service segment of the industry.
Optimistic for a Turnaround
The State of
Independent Restaurants
An NRN Intelligence study of more than 350 foodservice leaders
Year-to-date, how does your location’s traffic compare to this point a year earlier?
November 2024
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27%
Increased slightly
Nearly half of operators said their traffic has decreased year-to-date, worsening from 30% who reported declining guest counts in 2023
A third of respondents rate their firm’s client facing technology very positively (top-two box). Next Generation advisors are slightly more positive about their client facing technology are Established advisors.
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Unilever Food Solutions (UFS) is proud to be part of Unilever, one of the world’s leading suppliers of fast-moving consumer goods. As the dedicated professional foodservice business of Unilever operating in 76 countries around the world, UFS leads the industry in providing innovative and high-quality professional food ingredients and value-adding services. Created by 250 professional chefs and covering 50 cuisines, in 200 million dishes a day, UFS features strong brands, such as Knorr Professional, Hellmann’s, Best Foods, and talented entrepreneurial people who work closely with chefs and distributive partners every day. UFS is excited to offer restaurants access to Standout Signatures by UFS.com which offers seasonal menu guides, tips to promote your dishes, and social media training to bring more guests to your door. Learn more at UFS.com/standout.
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With operators and consumers alike struggling with inflated prices, the restaurant industry is focused not only on appropriately cutting costs but also on growing the top line to regain momentum. Increasing guest counts was the only strategic imperative to be chosen by more than half of operators. Independent respondents appeared to lay out a different path forward than their chain competitors, expressing more focus on improving their brand marketing while also showing more intent around lowering their total operating costs.
Dialing Up the Frequency
Key Findings
Three in 10
16%
Remained flat
11%
Decreased significantly
36%
Decreased slightly
Learn how to stand out from the chain gang.
Independent operators identified the need to make their marketing programs more impactful as part of their traffic-driving strategy in the coming 12 months.
Independents Are Unbroken by a
Tough Year
47%
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10%
Increased significantly