Drive-thru locations prove to be key factor to QSR success
92% recovery rate post-COVID for stores with drive-thru compared to 75% without.
QSR resiliency
Using extrapolated mobile cellphone data as a proxy for foot traffic, Avison Young is able to ascertain in great detail, visitation patterns at various QSRs across the country. The most interesting takeaway that can be drawn from analyzing visitation patterns is the delta in foot traffic between QSRs that offer drive thru service, versus those that do not. QSRs offering drive thru service, on average are seeing visitor volume at almost 92% of their pre-COVID levels, this compared with 75.2% at QSRs without a drive thru. One could speculate as to the reason for this, but most likely, the pandemic had a role in this with many consumers opting to utilize drive thru services as a way to mitigate risk for contracting COVID. Regardless of the presence of a drive thru, QSRs saw a very swift rebound from the initial lockdowns in March 2020, due to their being labeled as essential businesses. The utilization of this type of data unlocks entirely new possibilities as it relates to understanding why certain brands or locations perform better than others, and this is just one of many examples of how it can be applied to the QSR sector.
QSR with Drive-Thru Service
QSR with Drive-Thru Service | Weekly Visitors
QSR without Drive-Thru Service
QSR without Drive-Thru Service | Weekly Visitors
Geo-fencing FAQ
What is a mobility analysis?
It is a real-time measurement of human mobility at any given location.
How is the data collected?
Mobility data is collected through a panel of cell phone applications. The data panel differs across providers. The provider that we use has a range of applications that cover various demographics to provide mobility trends that cover the broader population.
What does total device count mean?
The device count represents the total number of cell phones that have allowed for location tracking that have been identified at the specific geofenced location.
Is mobility data an accurate count of how many people walk through an area?
Mobility data isn't an accurate count of exactly how many people walk through an area. It's a subset and is more representative than an exact count. Mobility vendors purchase panels of mobility data and usually only a fraction of the population will have that particular app while allowing location tracking.
How is recovery status calculated? What is the Pre-COVID average? What is post-lockdown average?
This is the average total device per week prior to lockdown divided by the average total deviced per week after lockdown.
How does it track the home and work location?
Because we are able to track the devices that enter our geofenced location, we can also backtrack to where the cell phones are staying for a majority of the day and night. The home location for a device is estimated by determining where a device most frequently appears during the "non-work" hours (evening through morning and weekends). The work location for a device is estimated by determining where a device most frequently appears during the "work" hours (daytime on weekdays.)
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