CGA by NIQ’s latest US On Premise Sales Impact Report, powered by market-leading BeverageTrak data, uncovers key insights into On Premise performance across the nation.
Nationally, the average US outlet saw a +7% velocity uplift compared to the average Thursday of the year so far. This increase was primarily driven by a +10% rise in ticket counts, making the Fourth of July the third most valuable Thursday of 2024 to date. Additionally, the Wednesday preceding Independence Day performed well, with an +8% uplift compared to the average.
Eating outlets saw a slightly positive trend over both days, with a +10% velocity increase on the Fourth of July, as opposed to drinking outlets which displayed variability with a +34% uplift on Wednesday July 3rd followed by a -16% dip on Independence Day itself.
Year-on-year (YOY) comparisons show a striking upward trajectory compared to last year’s Independence Day, which fell on a Tuesday. While the different midweek days clearly contribute to this year’s velocity outperformance versus 2023, trends were nevertheless strong. Velocity increased by +16% versus 2023, driven by a +13% rise in traffic and a +2% increase in average check values. Eating outlets experienced an +18% uplift, while drinking outlets saw a +7% increase.
Matthew Crompton, Vice President- Americas said: “These latest findings reveal a substantial uplift in On Premise activities, re-emphasizing the value of national celebrations for venues and suppliers. This is despite the common perception the Fourth of July is celebrated primarily Off Premise with friends and family. It’s a crucial insight for suppliers and operators aiming to maximize market potential, particularly in understanding state-specific trends and consumer behavior during big occasions like Independence Day.”
Matthew Crompton, Vice President- Americas said: “These latest findings reveal a substantial uplift in On Premise activities, re-emphasizing the value of national celebrations for venues and suppliers. This is despite the common perception the Fourth of July is celebrated primarily Off Premise with friends and family. It’s a crucial insight for suppliers and operators aiming to maximize market potential, particularly in understanding state-specific trends and consumer behavior during big occasions like Independence Day.”
CGA’s On Premise Impact Reports help suppliers and manufacturers across food and beverage keep a pulse on the industry by featuring current insights derived from a variety of CGA’s best-in-class data tools, touching on hot topics including food and drinks spend.
To find out more about BeverageTrak’s capabilities and how they can help your On Premise strategy, get in touch Matthew Crompton, Vice President – Americas at matthew.crompton@nielseniq.com. Or click here to find out more about US On Premise Impact Reports.
