Yoyo’s Workplace Canteen Footfall Tracker – Q2 2018
Average spend in workplace canteens across the UK increased by nearly 2% in Q2, while the three bank holidays had a significantly negative impact on footfall, according to Yoyo’s latest Workplace Canteen Footfall Tracker. And while 12pm was the most popular time of day for canteen visits, 8am to 10am was identified as a key sales period for caterers.
Yoyo provides a combined mobile payment, loyalty and rewards app experience for tens of thousands of workers across the UK who use closed catering outlets inside their place of work.
Every quarter, Yoyo’s unique Workplace Canteen Tracker takes a random sample of more than 30000 app users to analyse customer behaviour in workplace canteens specifically.
9 key findings from Q2:
- ATV increased 1.8% from £2.80 (Q1) to £2.85.
- 12pm was the peak time of day to visit a workplace canteen and workers were most likely to spend above ATV during that hour.
- The most popular day for people to visit their workplace canteens shifted from Wednesday in Q1 to Thursday in Q2.
- The two hours between 8am and 10am had a similar share of footfall value (27.8%) as the peak midday hour (29.8%).
- Workers were least likely to go above ATV at 3pm, but from then average spend in workplace canteens increased as the day drew to an end.
- Workers who visited workplace canteens during quiet periods were more likely to spend above ATV.
- Weeks that included a bank holiday had a negative impact on footfall.
- While it was more popular to visit a workplace canteen at the beginning of the week than the end of the week in Q1, this was reversed in Q2 – likely owing to the three bank holidays in that time period.
- Weekly footfall was highest in workplace canteens when there was bad weather in the UK, peaking (8.6%) during the week when a month’s worth of rain fell in a day (w/c 30 April).
The latest Workplace Canteen Tracker from Yoyo focused on five key areas between April and June 2018:
- 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 the hours of 6am and 6pm:
- Significant canteen visits started between 8am and 9am (13.1%), a 0.3% increase compared to Q1.
- Morning footfall peaked between 9am and 10am (14.7%), complimenting Q1 data that showed most workers make their morning canteen purchases after they’ve started work. However, share of footfall decreased by 0.5% in this time period compared to Q1.
- Share of footfall between the hours of 10am (7.5%) and 11am (6.7%) remained the same as Q1. The drop in footfall during this time period suggests the majority of workers have settled into work and will hold out until lunch before making their next food or drink purchase.
- The midday hour remained the favourite time period for workers to take their lunch break in Q2, with nearly a third (29.8%) of canteen transactions taking place between 12pm and 1pm (down 0.2% compared to Q1).
- While the 1pm hour is considered by many to be a popular time to take lunch (Q2: 14.3%), like Q1 it was actually a less popular time than the 9am hour (Q2: 14.7%) during the second quarter.
- Mid to late afternoon (2-5pm) was the least popular time to visit a workplace canteen during the working day – share of footfall during the hour of 12pm was nearly 20% higher than the four hours of 2pm and 5pm (10.5%).
Summary (based on working hours of 8am-5pm):
Best footfall hour : 09:00
Worst footfall hour: 11:00
Best footfall hour: 12:00
Worst footfall hour: 16:00
2. Transaction Value in workplace canteens by Hour
According to Yoyo’s Workplace Canteen Tracker, average transaction value (ATV) during Q2 went up to £2.85 – a 1.8% increase compared to Q1.
The Tracker then compared when transactions went above or below £2.85 between the hours of 6am and 6pm during Q2:
Morning Transaction Value:
- More than two fifths of transactions (41.2%) at 6am were above £2.85, suggesting many early risers didn’t have time for breakfast at home and needed to fill up at their workplace canteens before starting the day in the office.
- Following a similar pattern to Q1, transactions above £2.85 then fell considerably – remaining between 23% and 26% from the hours of 7am to 10am in Q2.
- This suggests the majority of morning purchases were made up of low value items i.e. tea/coffee.
- However transactions above £2.85 increased considerably during the 11am hour (48.2%) – even though footfall was just 6.6% in the same time period.
Afternoon Transaction Value:
- Transactions above £2.85 reached its daily peak during the midday hour, taking 62.2% share of transactions – the same hour when footfall was at its highest.
- The 3pm hour continued to take the lowest share of transactions above £2.85 (Q2: 20%). Footfall during the same hour was just 3.5%.
- However, while footfall continued to decline as the afternoon drew on, share of transactions above £2.85 increased to 24.6% (4pm), 37% (5pm) and 54.5% (6pm).
Summary (based on working hours of 8am-5pm):
Best ATV hour: 11:00
Worst ATV hour: 10:00
Best ATV hour: 12:00
Worst ATV hour: 15:00
3. Footfall in workplace canteens by Day
Yoyo’s Workplace Canteen Tracker then analysed customer footfall throughout the working week (Monday-Friday):
- The most popular working day for people to visit their workplace canteens shifted from Wednesday in Q1 to Thursday in Q2, taking 21.6% share of transactions (+0.6%).
- The least popular working day shifted from Friday in Q1 to Monday in Q2%, which dropped nearly 3 per cent to take a 16.6% share of transactions. Friday’s share of transactions increased 1.5%.
Most popular day: Thursday
Least popular day: Monday
4. Transaction value in workplace canteens by Day
The Tracker went on to analyse transaction value across working week days – based on the Q2 2018 ATV of £2.85:
- The share of daily transactions that were above and below £2.85 remained roughly consistent throughout the working week.
- Following a similar pattern to Q1, Monday was the lowest day for transactions above £2.85 (40.7%) during Q2.
- Also mirroring Q1, Thursday and Friday took the largest share of transactions above £2.85 (both 42.5%).
Best ATV day: Thursday / Friday
Worst ATV day: Monday
5. Footfall in workplace canteens by Week
Finally, the Tracker analysed customer footfall throughout each week of Q2 2018:
- The first week of Q2 (w/c 2 April), which included the Easter Monday bank holiday, took the lowest share of workplace canteen footfall in Q2. Share of footfall fell by 0.6% compared to the last week of Q1, as the majority of people returned to work on Tuesday.
- Footfall then increased week by week throughout the rest of April, reaching the quarterly peak of 8.6% during w/c 30 April, which saw low temperatures and a month’s worth of rain hit the UK in a day – perhaps leading to people sticking to their work canteens for lunch.
- Share of footfall dipped dramatically by 2 points to 6.6% w/c 7 May – which may have had something to do with the warmer weather but more likely owing to the early May bank holiday.
- Footfall then increased back up to 8.3% and then 8.1% during the respective weeks.
- Footfall fell considerably again w/c 28 May – the week of the Spring bank holiday – dropping nearly two points to 6.2% (the second lowest share of Q2). As well as the bank holiday impact, this week also saw heavy thunderstorms hit the UK.
- Footfall climbed back up considerably w/c 4 June, rising 2 points to reach 8.3%.
- Share of footfall stayed consistent throughout the rest of Q2, with the three final weeks remaining at 8.2% until the end of the June.
Most popular week: w/c 30 April 2018
Least popular week: w/c 2 April 2018
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