Yoyo launches first ever quarterly tracker to analyse customer behaviour in workplace canteens
UK workers are most likely to visit their workplace canteens at 12pm on a Wednesday and spend around £2.80, according to the first ever quarterly Tracker from Yoyo that can monitor customer footfall and purchasing behaviour in closed catering environments.
Yoyo provides a combined mobile payment, loyalty and rewards experience for tens of thousands of workers across the UK who use closed catering outlets inside their place of work.
Providing the most personalised customer experience at the point-of-sale, Yoyo also identifies purchase behaviour through individual customer basket data.
Uniquely, this enables caterers to turn anonymous shoppers into customers with purchasing habits and preferences. They can then use this data to run CRM and marketing campaigns that can further drive engagement and sales based on actual changes to customer behaviour.
To ensure the Tracker was as robust as possible, Yoyo tracked a random sample of 30000 app users working across 200 UK businesses between January and March 2018.
Yoyo’s Footfall Tracker for Workplace Canteens focused on five key areas:
- Share of Footfall by Hour
- Transaction Value by Hour
- Share of Footfall by Day
- Transaction Value by Day
- Share of Footfall by Week
1. Footfall in workplace canteens by Hour
The Tracker began by analysing customer footfall between 6am and 6pm:
- Canteen visits began significantly between 8am and 9am (12.8%).
- Footfall peaked at 9-10am (15.2%) after most people had already started their working day.
- A distinct drop in footfall followed between 10-11am (7.5%) and 11am-12pm (6.4%), as people settled into their working day.
- 12pm to 1pm was the favourite hour for workers to take their lunch break.
- The majority (nearly a third) of overall daily footfall took place between 12pm and 1pm (30%).
- 1pm-2pm (14.6%) was a less popular time to visit a workplace canteen than 9-10am (15.2%).
- Mid to late afternoons was the least popular time to visit a workplace canteen during the working day (more people visit the canteen between 1-2pm than between 2-6pm (10.6%).
2. Transaction value by Hour
According to Yoyo Data, the average transaction value (ATV) at workplace canteens during Q1 2018 was £2.80. The Tracker then compared when transactions went above or below £2.80 between 6am and 6pm:
Morning transaction value:
- Between 8-11am, transactions below £2.80 remained between 74.2% and 76.3%, suggesting the majority of purchases during the first half of the working morning were made up small items i.e. tea/coffee.
- However, in the last hour of the morning transactions above £2.80 increased considerably, making up nearly half of transactions (48.3%) between 11am-12pm, as breakfast became a distant memory and lunch approached.
Afternoon Transaction Value:
- Transactions above £2.80 peaked in the same hour when footfall was highest during the working day, taking 62.6% share of transactions, between 12-1pm.
- The hour between 3-4pm took the lowest share of transactions during the working day, with 80.2% of transactions below £2.80. Footfall during the same hour was 3.6%.
3. Footfall in workplace canteens by Day
The Tracker then analysed customer footfall throughout the working week (Monday-Friday):
- During Q1 2018, the most popular working day for people to visit their workplace canteen was a Wednesday, which took 21% share of weekly transaction.
- Tuesday and Thursday came joint second, taking 20.6% and 20.9% respectively.
- Friday was the least popular working day for people to visit their workplace canteen (17.7%). As the weekend drew near, workers may have wished to get out of the office and treat themselves to something different for lunch.
4. Transaction value by Day
The Tracker went on to analyse transaction value across working week days – based on the Q1 2018 ATV of £2.80:
- The share of daily transactions that were above and below £2.80 remained relatively consistent throughout the working week.
- There was marginal day-to-day increases in transactions over £2.80 throughout out the working week.
- Monday took the lowest day for transactions above £2.80 (41.3%).
- Thursday and Friday took the largest share of transactions above £2.80 (both 43%).
5. Footfall in workplace canteens by Week
Finally, the Tracker analysed customer footfall throughout each week of Q1 2018:
- Most workers in England, Wales and Northern Ireland returned to work on Tuesday 2 January, while Scotland went back to work on 3 January, making w/c 1 January the lowest week for customer footfall at workplace canteens during Q1 2018.
- This low figure could be a result of a combination of factors – the short working week, new year’s resolutions or feeling the financial pinch post-Christmas.
- From w/c 8 January to w/c 22 January weekly footfall remained steady at 7.8%, but increased to 8.1% from w/c 29 January.
- The increase in footfall, as we moved out of January, could be a result of workers deciding to save money throughout most of January after the Christmas period. Having reached pay day by the end of the month, more workers returned to making canteen purchases.
- After the January Blues, footfall picked up during the first two weeks over February, which sat at 8.1% and 8.2% respectively.
- Footfall dipped back down to 7.8% w/c 12 February – the same week that half term school holidays took place across the UK – but recovered back up to 8.2% the following week.
- However, as the “Beast from the East” reached the UK on 24 February, it caused widespread disruption and footfall dropped to 7.2% during w/c 26 February – potentially due to less workers making it into the office that week.
- The “Beast” lasted until Sunday 4 March, which was directly followed by peak workplace canteen footfall for Q1 during w/c 5 March.
- Footfall dipped slightly to 8.4% for w/c 12 March and w/c 19 March.
- W/c 26 March, which consisted of four working days ahead of the Easter break, saw footfall plummet to 6.4%, as more workers were likely to take time off around the school holidays, as well as take advantage of the long weekend.
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