How does Weather Affect the Food Industry?

August 23, 2015 Back to blog

 

With the boom of food start ups and the end users’ appreciation for the same, our next blog addresses the basic question:

 

How does weather affect the food industry at both micro and macro levels?

 

It is not rocket science to conclude that weather affects our mood, which in turn, affects the kind of food (the cuisine, the spice amount etc.) we wish to eat and the place or the ambience where we dine. Many associations like the NRAI even quantify the same. For instance, over a good day, we like to sit in the outdoors of a restaurant and have our meal while on the other hand, a temperature reading of -30 degree Celsius will make us eat in the indoors.

Other than restaurant’s outdoor and indoor dine facility, there are quite many times when diners feel like ordering food while relaxing at homes or working at offices. The reasons might include many- it’s a house party where you order food for your guests, the television shows your favorite shows online and you do not want to leave the house, you are lazy to go out or let’s just say the weather isn’t that friendly.

These reasons might be case sensitive except the last one- weather (e.g.: you might feel lazy on a different day than your brother but high chances of you both not going out for dinner because of rain). Digging deep into the last one makes us realize that weather, when one harnesses the power of it, can actually be a huge opportunity for businesses, as opposed to a dreaded, unpredictable force.

Weather impacts the food industry drastically! Whether It is about the type of food or the ambience, weather affects it all. On one hand, Snow day is a Slow day for restaurants but on the other hand, it boosts up the food delivery business.

Regarding the choice of food we order, we have analyzed it through various research pieces that the there are specific food items that see a winter Dip while on the other hand some get a winter Boost!
Our end users are passing up some of their favorite comfort foods during the winter months. For instance, pizza slices are 20% less likely to be ordered between December and March than in spring, summer and fall. Mac and cheese- often deemed the pinnacle of hibernation cuisine- is 15% less common in winter orders. Even spicy foods dip in popularity during chilly days. While on the contrary, soup orders increase 13% overall in winter months compared to the rest of the year making it the winter winner.

Regarding the ambience, ‘Cold is Gold’ said Matthew Maloney, CEO of GrubHub. The food delivery business experiences a major hike during cold days or festivities. Consequently, 61% of restaurants notice a decline in patrons during a seasonal holiday or major event, according to Blue Sky Local.

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With the abundance of such information around, what is more like it to be acquainted with these observations and research stories?

Imagine if we knew all of this before planning out our marketing campaigns, the impact becomes much more and the money spent on marketing would significantly decrease.
Developing a weather triggered marketing strategy would facilitate momentum in any business without it facing the unexpected dips and storms in sales. In context to the examples above, understanding what diners crave most of the time of the year can help spark new winter menu ideas and support more accurate inventory planning. If a restaurant business tends to decline during a cold day or on major holidays, restaurant owners can offer specials during these times, which are likely to draw customers. Restaurants can offer deals, offs and free appetizers or desserts. While the company might loose money by giving away free items, coupons lure business and ultimately help increase the bottom line. In all, weather triggered marketing campaigns are an effective means of limiting seasonal declines.

Through AD-Pure, you can use the real time data to check which day and time of the day is your product and service in highest demand, how regional weather patterns affect your sales, what are the known market-level idiosyncrasies with the customers, which weather expects bad sales and much more.
Imagine if we could combat these changes by adapting the right marketing campaigns at the right time.

Use our platform and get the best out of your marketing campaigns.
After all, that is what marketing campaigns aim at- BEST IMPACT and BEST RETURNS!!

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