Franchisor Stories
Casual dining chains report small rebound
The restaurant segment is seeing small wins after being on a steady decline the past decade.
According to NPD, a Chicago-based market research firm, casual dining sales rose 3 percent over the 12 months ending in February, forecasting a rebound in casual dining. While this might not seem like a big deal, traffic at casual dining establishments has been in great decline for years.
Visits to small and large casual dining chains have grown while visits to independent casual dining restaurants declined. Because of lower gas prices and increased employment, dining out has become more popular. Chains like Applebee’s and Chili’s have since added equipment to improve efficiency and have also expanded their menus to appeal to a wider demographic.
Similar brands are also pulling out all the marketing stops and trying to shift away from the “discount” feel that has dominated the casual dining sales strategy.
“It’s been a rough road for casual dining operators,” Bonnie Riggs, NPD’s restaurant industry analyst, said in a statement. “Major and small chains, which have the capital to hang in there and the marketing power to promote, are beginning to see the fruits of their labor.”
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About the Author
Nick Powills
FollowNick Powills, CFE, founded No Limit Agency in 2008 and serves as Chief Brand Strategist for the Chicago-based firm. No Limit is a full-service communications agency that establishes and elevates brands by bridging Public Relations, Social Media, Marketing, Advertising, Digital, and a lot of creativity, to best strategize well-rounded and successful campaigns for 50+ global franchise brands. By presenting visionary ideas and building real relationships, No Limit is able to create effective media branding strategies to help companies grow. Nick currently leads a staff of writers, media strategists, designers, social media experts and digital producers in an office think-tank where brands are humanized for strong, compelling media stories. Prior to starting No Limit at the age of 27, Nick spent four years working at a franchise PR agency where he mastered the art of building rapport with media outlets and creating newsworthy pitches for earned media placements. He holds a Bachelor of Journalism from Drake University in Iowa.
