- Monthly Foot Traffic
- Visitor Frequency
- Common Places Visited Before
- Common Places Visited After
- Hourly Traffic
- Daily Traffic
- Average Length of Stay
- Average Household Income of Patrons
- and more…
Jan 2018 – Feb 2019 visitors
It’s is interesting to note, that the same timeframe saw Zio’s Italian Kitchen log lower foot traffic at precisely the time that Buddy V’s was so high. This disparity often happens when similar restaurants share the same customer base. Restaurants seem to play a zero-sum game: as one location loses tickets and tables, another restaurant absorbs the traffic. At the start of 2019, both restaurants almost matched foot traffic perfectly week by week. As the final weeks ticked off the clock for Buddy V’s shop, there was a definite uptick for Zio’s Italian Kitchen.
The next obvious question is ‘where were the customers coming from’ and ‘how far were they driving’?
The data shows that Buddy V’s had a more significant initial pull from the more massive north San Antonio area, represented by the ‘cool blue’ color lines deep into Timberwood Park area and Boerne. The additional graph shows that over 55% of Zio’s Italian Kitchen visitors live less than 10 miles away, making it more likely they will visit more often than just for special occasions such as birthdays and anniversaries. A general rule of thumb seems to be that close proximity to a location improves the frequency of visits — not a stunning revelation, but significant. If an establishment wishes to draw clientele across larger geography, they must be strategic in their marketing approach. We are creatures of habit, and we only pick from a handful of ‘go-to’ establishments.
In closing, Buddy V’s was a great 4/5 star Yelp review restaurant and had lots to offer the area. Great Yelp reviews alone are not enough to stay in front of your customer’s mind when they are choosing where to eat. You need a plan that will highlight your restaurant brand’s unique offering and broadcast those individual factors in a compelling photo/video content mix for social media paid advertisements. You will have to draw them with more than your fantastic alfredo sauce!
The big SO WHAT? Marketing data can be used to counteract trends and address shortcomings, sure, but it should also inform the kind of messaging you build and where you point that communication. If you’d like to discuss the ways we can help, we are always up for a coffee conversation.