Restaurant chain revenue grows as spending per visit rises

The largest Dutch restaurant chains generated higher combined revenue despite a slight decline in the number of visits. That growth was driven mainly by higher spending per visit. This is a development that is also relevant for businesses operating in the foodservice market. The figures come from Multiscope’s Nationale Benchmark Restaurantketens, based on a survey of nearly 3,500 people in the Netherlands.

Higher spending per visit

The revenue of the largest restaurant chains increased from €1.9 billion to more than €2 billion in one year. According to Multiscope, that growth was mainly due to an increase in average spending per visit. The average amount rose by 10%, from €88 to €97.

Heinde recorded the highest average spending per visit at €151. It was followed by ’t Zusje at €139 and Humphrey’s at €130.

“The common factor between these three chains is their fixed-price model,” says John Kivit, director of Multiscope. “At Humphrey’s, guests pay a fixed price for a three-course menu, while Heinde and ’t Zusje offer an all-you-can-eat concept. This gives customers clarity about the cost in advance and can encourage both higher spending and larger groups.”

Outlook remains cautious

The number of visits to the largest restaurant chains declined slightly, from 7.4 million to 7.3 million. Multiscope previously observed the same trend among coffee and lunch chains. At the same time, the economic outlook for the hospitality sector has worsened. The balance between consumers expecting to spend more or less on dining out stands at -7%.

Among restaurant visitors, 13% expect to actively cut back on dining out over the coming year. Events, vacations, and day trips are also among the top ten spending categories where consumers expect to reduce their expenses.

Online reach continues to grow

Restaurant chains now reach 30% of people in the Netherlands through their advertising, up from 26% a year earlier. Online channels are mentioned most often. Social media reaches 26% of visitors, followed by the internet at 23% and email at 5%.

Multiscope.nl