Q2 2021 Seasonal Strategy Guide Spotlight on Dining and Retail - 2021 Foursquare Labs, Inc
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Q2 2021 Seasonal Strategy Guide Spotlight on Dining and Retail © 2021 Foursquare Labs, Inc
Introduction
What can retailers, restaurants, and other
businesses expect from consumers in Q2 2021?
After 12 months of adapting COVID-19
restrictions and constantly shifting consumer
behaviors, retailers and restaurants are
undoubtedly eager to kickstart their rebound.
In this report, we use location data to examine
consumers' 2020 habits and behaviors around key
Spring holidays. Armed with this information,
retailers, quick-service restaurants (QSRs),
casual-dining restaurants (CDRs), and other
businesses can better strategize how to reach
and engage with their consumers.
2
Table of Contents
04 Key Trends To Watch In Q2
06 Easter
12 Cinco De Mayo
19 Mother's Day
25 Father's Day
31 Memorial Day
40 Q2 Seasonal Strategies & Targeting Recommendations
3
3 Key trends to watch in Q2 2021
1 2 3
Shifts In Consumer Behavior Celebrating Holidays And Spending More Time
Around Dining Out Special Occasions At Home Outdoors
Foot traffic to casual dining chains has Foot traffic to essential retail & off-premise Foot traffic to outdoor destinations such as
remained well below normal levels since the locations has picked up more notably around parks & trails has remained well above normal
pandemic began. While some consumers are holidays throughout the pandemic compared since the outbreak of COVID-19. While outdoor
still visiting casual dining chains during holiday with visits to on-premise locations, perhaps destinations typically see an uptick around Q2
weekends, others may be ordering take-out or indicating a shift in consumer behavior that holiday weekends under normal circumstances,
visiting fast food drive-thrus instead. will continue throughout Q2 2021. these destinations may be even more popular
amongst travelers as the pandemic continues.
Opportunity: Opportunity:
Align with consumers’ visitation patterns Recognize and adapt to the ‘new normal’ — Opportunity:
to deliver moment-based messaging when Segment and tailor messaging based on Reach consumers planning a road trip or a
consumers are most likely dine out. consumer behavior. local weekend getaway in Q2 2021.
4
Taking a closer
look at consumer
behavior around
key holidays in Q2.
5
Easter
Weekend
Retail Dining
Reach consumers at Consider highlighting
the places they’re pick-up and delivery
most likely to shop options to win with
for groceries & other consumers who plan
cooking essentials in to stay home this
the days leading up Easter weekend.
to Easter weekend
this year.
6
Identify key audiences around Easter
Weekend
Parents With Young Wine Enthusiasts Outdoor Enthusiast Easter Brunch Hosts
Children & Guests
Where they go: Where they go: Where they go: Where they go:
Elementary Schools Vineyards Flower Shops Butchers
Preschools Wineries Gardens Farmers Markets
Nursery Schools Wine Shops Garden Centers Cheese Shops
Theme Parks Wine Bars Trails Candy Stores
Zoos Liquor Stores Nature Preserves Big Box Stores
Playgrounds Bars Farms Grocery Stores
7
Top Easter Weekend activities based on real
world behavior
FAMILY FRIENDLY ACTIVITIES OUTDOOR ACTIVITIES ADULT ACTIVITIES
ZOOS +11% BIKE TRAILS +7% SPEAKEASIES +11%
CANDY STORES +11% MOUNTAINS +5% WINERIES +7%
THEME PARKS +7% NATURE PRESERVES +5% WINE BARS +6%
VINEYARDS +5%
Foursquare data from 2020; lift as compared to the same
days of the week before and after Easter weekend
8
Consumers host Easter
gatherings at home
Foursquare data reveals an uptick in visits to various Foursquare data reveals an uptick in visits to grocery
casual dining chains on Easter weekend compared to & essential retail chains on Easter weekend compared
the weekend before and after. to the weekend before and after.
CRACKER BARREL +44% TEXAS ROADHOUSE +5% THE FRESH MARKET +26% TOTAL WINE +6%
LONGHORN STEAKHOUSE +24% IHOP +5% WALMART +7% DOLLAR TREE +6%
OUTBACK STEAKHOUSE +6% 99 CENTS ONLY +7% VONS +5%
CHILI'S BAR & GRILL +6% RALLY'S +7% WALGREENS +4%
Foursquare data from 2020; lift as compared to the same
days of the week before and after Easter weekend 9
Consumers shop for
spring flowers &
fresh produce on
Easter Weekend
Location data confirms that consumers are more likely to
visit the following categories on Easter weekend
compared to the weekend before or after -- perhaps
shopping for fresh produce or plants.
GARDENS +8%
FLOWER SHOPS +8%
FARMS +6%
FARMERS MARKETS +5%
GARDEN CENTERS +5%
Foursquare data from 2020; lift as compared to the same
days of the week before and after Easter weekend 10We recommend reaching...
Easter Celebration Planners Reaching Easter Deal Shoppers In Florist Shoppers Parents of Young Kids
Real-Time
Reach consumers stocking up on eggs, Reach consumers who have a history of Reach consumers whose location
candy, home decor, and other Easter Reach Easter shoppers seeking deals visiting florists and are likely to history indicates they have young
supplies in real-time, at grocery stores, on clothing, seasonal decor, and home purchase flowers for their Easter children.
party supply stores, and wholesale goods at Walmart, Target, or other celebrations.
clubs. Geofence locations in our Cards major retailers in real-time.
and Stationery place category, or
specific chains like Hallmark.
11Cinco de Mayo
Dining
Consumers are more likely to visit restaurants
that specialize in Mexican cuisine on Cinco
de Mayo compared to the Tuesday before
and after.
• While many consumers • Foursquare data reveals
are still dining out as the an uptick to fast food &
pandemic continues, casual dining chains
others may prefer to specializing in Mexican
order in or take cuisine during Cinco De
advantage of fast food Mayo last year vs. the
drive-thrus. same day of the week
before and after.
12Identify key audiences around Cinco de Mayo
Fans Of Mexican Fare Nightlife Enthusiasts At-Home Party Hosts
& Guests
Where they go: Where they go: Where they go:
Mexican restaurants Cocktail Bars Grocery Stores
Burrito places Beer Bars Liquor Stores
Tex-Mex restaurants Wine Bars Flower Shops
Taco places Sports Bars Wine Shops
Latin American restaurants Beer Stores
Fast food restaurants Gourmet Shops
Cheese Shops
13Top Cinco de Mayo
activities based on real
world behavior
Since this report examined data from Cinco
de Mayo 2020 (which occurred at the height
of the pandemic) we can't include the most
popular real-world activities from Cinco de
Mayo 2020...social distancing, lock-downs,
and other factors caused most people to
stay home.
Foursquare data from 2020; lift as compared to the same
days of the week before and after Cinco de Mayo
14Consumers enjoy a Consumers celebrate
fast-casual meal on Cinco de Mayo with
Cinco de Mayo authentic Mexican
Cuisine
Despite the pandemic, the following chains
still saw a notable uptick in traffic:
+65% +33% -19% +13% +62% +46% +45% +44%
Chili's Grill Chipotle Taco Bell Del Taco Tex-Mex Burrito Places Mexican Taco Places
& Bar Mexican Grill Restaurants Restaurants
Foursquare data from 2020; lift as compared to the same
day of the week before and after Cinco De Mayo
15Consumers
celebrate Cinco de
Mayo at the bar
Foursquare data reveals an uptick in visits to various on-
premise locations on Cinco de Mayo compared to the
Tuesday one week before and after.
COCKTAIL BARS +12%
WINE BARS +6%
SPORTS BARS +6%
Foursquare data from 2020; lift as compared to the same
day of the week before and after Cinco De Mayo
16Other consumers
may be hosting at The following TOP VISITED
categories saw a ESSENTIAL
home for Cinco positive uptick RETAIL CHAINS:
in traffic on
De Mayo Cinco De Mayo:
TOTAL WINE +37%
VONS +19%
ALBERTSONS +14%
LIQUOR STORES +19%
KROGER +13%
BEER STORES +15%
WEGMANS FOOD MARKETS +9%
CHEESE SHOPS +15%
STATER BROS. +9%
WINE SHOPS +13%
WINN-DIXIE +9%
FOOD TRUCKS +10%
PUBLIX +9%
GROCERY STORES +9%
STOP & SHOP +9%
GOURMET SHOPS +6%
RALPHS +8%
SAVE-A-LOT FOOD STORES +8%
SAM'S CLUB +6%
Foursquare data from 2020; lift as compared to the same
day of the week before and after Cinco De Mayo
17We recommend reaching...
Mexican restaurants enthusiasts Nightlife enthusiasts
Reach consumers recently seen dining Reach consumers emerged from stay-
at Mexican Restaurants to reach at-home orders and seen socializing at
frequent visitors who love Mexican bars, nightclubs, and festive restaurants
cuisine. in 2021.
18Mother's Day
Retail Dining
Capitalize on consumers’ Reach consumers in the
gifting preferences with places they’re most likely to
timely promotions. visit for dine-in or take out
on Mother's Day this year.
• While the pandemic has certainly
impacted foot traffic to on-premise
locations, perhaps consumers are
planning to pick-up specialty drinks
from their favorite nightlife spots, or
make their own drinks at home this
year.
19Identify key audiences around Mother's Day
Mother's Day Parents & Young Families Mother's Day Shoppers Hosts & Guests
Celebrators
Where they go: Where they go: Where they go: Where they go:
Movie Theaters Elementary Schools Flower Shops Grocery Stores
Steakhouses Playgrounds Chocolate Shops Liquor Stores
Italian Restaurants Preschools Gift Shops Flower Shops
Wine Bars Daycares Wine Shops Wine Shops
Flower Shops Mini Golf Courses Women's Stores Butchers
Chocolate Shops Kids Stores Cupcake Shops Gourmet Shops
Wine Shops Baby Stores Bakeries Cheese Shops
Health & Beauty Services Jewelry Stores
20Top Mother's Day gifts based
on real world behavior
SOMETHING THOUGHTFUL SOMETHING SWEET SOMETHING SENTIMENTAL
FLOWER SHOPS +22% CUPCAKE SHOPS +19% PHOTOGRAPHY LABS +26%
BOUTIQUES +9% BAKERIES +18% FRAME STORES +8%
GIFT SHOPS +8% DONUT SHOPS +7% PHOTOGRAPHY STUDIOS +6%
WINE SHOPS +7% CANDY STORES +6%
ARTS & CRAFTS STORES +16%
Foursquare data from 2020; lift as compared to the same
days of the week before and after Mother's Day 21Consumers celebrate Mother's
Day with a special meal
Foursquare data reveals an uptick in visits to various Foursquare data reveals an uptick in visits to various
casual dining chains on Mother's Day compared to the restaurants on Mother's Day weekend compared to
weekend before and after. the weekend before and after.
THE CHEESECAKE FACTORY +93% OUTBACK STEAKHOUSE +54% STEAKHOUSES +32% JAPANESE RESTAURANTS +14%
RED LOBSTER +75% CRACKER BARREL +34% ITALIAN RESTAURANTS +22% FRENCH RESTAURANTS +13%
LONGHORN STEAKHOUSE +70% RED ROBIN +30% SUSHI RESTAURANTS +16% THAI RESTAURANTS +12%
OLIVE GARDEN +67% APPLEBEE'S +25%
Foursquare data from 2020; lift as compared to the same
days of the week before and after Mother's Day 22Consumers celebrate
Mother's Day with a
special toast to
Mom
Foursquare data reveals an uptick in visits to various on
& off premise locations on Mother's Day weekend
compared to the weekend before and after.
WINERIES +13% GROCERY STORES +13%
VINEYARDS +10% WINE SHOPS +7%
WINE BARS +7% LIQUOR STORES +6%
Foursquare data from 2020; lift as compared to the same
days of the week before and after Mother's Day 23We recommend reaching...
Vineyard and winery visitors Family-Minded Dads Mother's Day Shoppers Luxury Lifestyle Moms
Reach consumers in real-time while Reach men frequently observed in Reach consumers seen shopping at Influence Mom’s gift wish list so she can
they’re in the midst of Mother Day real-world dad behaviors who will retailers perfect for Mother’s Day share ideas with friends and family by
activities –– such as visiting wineries need to shop for a gift. gifts. reaching affluent Moms who spend on
and vineyards. luxury brands.
Mother's Day Restaurant Visitors In Health Conscious Moms Vineyard and winery visitors
Real-Time
Influence Mom’s gift wish list so she Reach consumers in real-time while
Reach consumers in real-time while can share ideas with friends and they’re in the midst of Mother Day
they celebrate the mothers in their life family by reaching moms who live an activities –– such as visiting wineries
over a meal. active and healthy lifestyle. and vineyards.
24Father’s Day
Retail Dining
Capitalize on consumers’ Reach consumers in the
gifting preferences with places they’re most likely to
timely promotions. visit for dine-in or take out
on Father's Day this year.
• Reach consumers in the places they’re
most likely to shop for groceries & other
cooking essentials in the days leading up
to Father's Day this year.
• Location data confirms that consumers are
more likely to visit off-premise locations
during Father's Day weekend compared to
the weekend before and after, perhaps
indicating a preference for toasting Dad at
home vs. at the bar.
25Identify key audiences around Father's Day
Father's Day Parents & Young Families Father's Day Shoppers Hosts & Guests
Celebrators
Where they go: Where they go: Where they go: Where they go:
Steakhouses Elementary Schools Liquor Stores Grocery Stores
Italian Restaurants Playgrounds Wine Shops Liquor Stores
French Restaurants Preschools Men's Stores Flower Shops
Whiskey Bars Daycares Bakeries Beer Stores
Beer Bars Kids Stores Outdoor Supply Stores Butchers
Speakeasies Baby Stores Sporting Goods Shops Gourmet Shops
Cocktail Bars Fishing Stores Cheese Shops
Dive Bars
26Top Father's Day gifts based
on real world behavior
CLOTHING & ACCESORIES OUTDOOR GEAR GADGETS
SHOE STORES +9% HUNTING SUPPLIES +11% CAMERA STORES +24%
MEN'S STORES +7% FISHING STORES +10% ELECTRONICS STORES +7%
SPORTING GOODS SHOPS +8%
Foursquare data from 2020; lift as compared to the same
days of the week before and after Fathers Day 27Consumers dine out with Dad
on Father's Day Weekend
Foursquare data reveals an uptick in visits to the Foursquare data reveals an uptick in visits to
following categories on Father's Day weekend various restaurants on Father's Day weekend
compared to the weekend before and after. compared to the weekend before and after.
FISH MARKETS +12% BRAZILIAN RESTAURANTS +20%
BUTCHERS +10% STEAKHOUSES +16%
CUPCAKE SHOPS +10% LATIN AMERICAN RESTAURANTS +10%
CHEESE SHOPS +10% SEAFOOD RESTAURANTS +8%
Foursquare data from 2020; lift as compared to the same
day of the week in the three weeks before and after 28Consumers shop
off-premise for
Father's Day
celebrations
at home
+5% +5% +4%
BEER LIQUOR WINE
STORES STORES SHOPS
Foursquare data from 2020 29We recommend reaching...
Tech Enthusiasts Mothers Father's Day Gift Shoppers Fathers Father's Day Restaurant
In Real-Time Visitors In Real-Time
Reach consumers who are Moms will be looking for Influence Dads’ wishlist by
early adopters of the latest Father’s Day gifts. Reach Reach consumers in real-time reaching Dads who are often Reach consumers in real-time
tech products. Pre-covid, Moms who are often out of while they are shopping for seen dropping off and picking while they celebrate the
these consumers were the house and on-the-go Father’s Day gifts. Locations up their kids from sports fathers in their life over a meal
frequently seen shopping for taking care of their children. can include watch stores, practices and other at locations in Foursquare’s
mobile phones, headphones, Pre-covid, moms spent time sporting goods stores such as extracurricular activities. Pre- casual and fine dining
tablets, laptops, wearable taking their kids to swimming Cabela’s, REI, Bass Pro covid, dads visited parks, restaurant place categories.
tech, connected televisions, pools, recreation centers, Shops, etc., and retailers who athletic fields, recreation
and other technology athletic fields, amusement and specialize in men's apparel centers, community swimming
products. theme parks, etc. Moms were and accessories such as pools, children’s play centers
also seen shopping at baby Brooks Brothers, Bonobos such as Chuck E. Cheese’s,
supply and clothing retailers, and more. and amusement and theme
toy stores, children’s clothing parks.
stores, and children’s
furnishings and decor
retailers.
30Memorial Day
Retail Dining
Data reveals an uptick in Data reveals an uptick in
visits to retail stores and visits to hotels on Memorial
shopping malls on Memorial Day weekend, indicating that
Day weekend, indicating that people may be planning a
people are likely taking local getaway this year.
advantage of end-of-season
sale events. • While some consumers may be
planning a weekend getaway for
Memorial Day, others are likely
• Deliver relevant messaging to planning to host or attend
consumers in places they're
backyard parties & BBQs at home.
most likely to shop.
31Identify key audiences around Memorial Day
Retail Shoppers & Weekend Getaway Party Hosts & Guests
Value Seekers Travelers
Where they go: Where they go: Where they go:
Shopping Malls Hotels Grocery Stores
Clothing Stores Vacation Rentals Liquor Stores
Outdoor Supply Stores Resorts Big Box Stores
Outlet Malls RV Parks Wine Shops
Outlet Stores Beaches Warehouse Stores
Women's Stores Mountains Gourmet Shops
Men's Stores Campgrounds Cheese Shops
National Parks
32Top Memorial Day activities based on real
world behavior
BEACH & WATERFRONT OUTDOOR ACTIVITIES CAMPING & NATURE
LAKES +30% SKI AREAS +24% CAMPGROUNDS +36%
SURF SPOTS +25% FISHING SPOTS +24% STATE PARKS +35%
BEACHES +22% ROCK CLIMBING SPOTS +14% NATIONAL PARKS +35%
ISLANDS +18% TRAILS +12% FORESTS +26%
HOT SPRINGS +17% OUTDOORS & RECREATION +10% RV PARKS +21%
BIKE TRAILS +7% MOUNTAINS +16%
WATERFRONTS +13%
Foursquare data from 2020; lift as compared to the
weekends before and after Memorial Day weekend 33Consumers celebrate Consumers shop end-of-
Memorial Day with a season sales on
weekend getaway Memorial Day Weekend
+28% +23% +12% +12% +11% +8%
Resorts Vacation Hotels Outlet Women's Department
Rentals Stores Stores Stores
More likely to stay at...
• HOME SUITES BY HILTON +12% • DAYS INN +6%
• BEST WESTERN +10% • LA QUINTA INNS
• HILTON HOTELS & RESORTS +7% & SUITES +6%
Foursquare data from 2020; lift as compared to the Foursquare data from 2020; lift as compared to the
weekends before and after Memorial Day weekend weekends before and after Memorial Day weekend
34Memorial Day SHOPPING FOR
CLOTHING &
SHOPPING FOR HOME
DECOR & GADGETS
shoppers seek value ACCESSORIES
PIER 1 IMPORTS +43%
while shopping for TANGER OUTLETS +40%
ROSS DRESS FOR LESS +32% ASHLEY HOMESTORE +25%
Clothing & Home MACY'S +29%
BURLINGTON +21%
HOMEGOODS +9%
LOWE'S +8%
Decor PREMIUM OUTLETS +19%
KOHL'S +18%
BEST BUY +8%
THE HOME DEPOT +6%
OLD NAVY +8%
Foursquare data from 2020; lift as compared to the
weekends before and after Memorial Day weekend 35Consumers host &
attend Memorial
Day celebrations
at home
Foursquare data reveals an uptick in foot traffic to essential
retail chains during Memorial Day weekend last year
compared to the weekend before and after.
BINNY'S BEVERAGE DEPOT +30% VONS +13%
SMART & FINAL +20% RALPHS +13%
LUCKY SUPERMARKETS +19% SAFEWAY +13%
WINN-DIXIE +17% ALBERTSONS +13%
STATER BROS. +14% TOTAL WINE +13%
Foursquare data from 2020; lift as compared to the
weekends before and after Memorial Day weekend 36People celebrating
Memorial Day at home
may be dining out or
picking up take-out
Foursquare data reveals an uptick in foot traffic to some
fast food and casual dining chains during Memorial Day
weekend last year compared to the weekend before and
after, including:
BOB EVANS +14%
SHAKE SHACK +14%
KRISPY KREME DOUGHNUTS +13%
CRACKER BARREL +12%
PERKINS +12%
THE CHEESECAKE FACTORY +8%
Foursquare data from 2020; lift as compared to the
weekends before and after Memorial Day weekend 37We recommend
reaching... Memorial Day Celebration Planners In Real-Time
Reach consumers in real-time when they are at or near stores to purchase
items for Memorial Day such as barbecues, campouts, and other
celebrations. Geofence hardware stores, sporting goods stores, grocery
stores, bulk retailers, and liquor stores to reach shoppers in real-time.
Outdoor Enthusiasts Memorial Day Retail Shoppers
Reach consumers who care about the environment and enjoy spending Reach consumers in real-time when they are at or near retail stores to
time outdoors. Outdoor Enthusiasts participate in outdoor activities such shop end-of-season sale events. Geofence shopping malls, clothing stores,
as hiking, camping, and backpacking. These consumers are active in outdoor supply stores and other retail categories to reach shoppers in real-
outdoor places such as national parks and forests, campgrounds, beaches, time.
cycling paths, hiking trails, flower fields, and other nature reserves.
Memorial Day Outdoor Roadtrippers in Real-Time Memorial Day Travelers
Reach Memorial Day roadtrippers in real-time by geofencing gas stations, Reach consumers likely to travel for Memorial Day Weekend based on their
rest areas, campgrounds, RV parks, mountains, forests, national parks, recent visitation to hotel chains, transportation hubs & airports, and
hiking trails, lakes & rivers, rock climbing locations, and more. resorts. Also, reach consumers whose online interests indicate they are
interested in travel through their search, sharing, and content viewing.
Beach Destination Travelers Memorial Day Celebration Planners
Reach consumers whose location history indicates they frequently travel to Reach consumers who have been seen preparing for Memorial Day
island, beach, or waterfront destinations in the winter and summer. barbecues, campouts, and other celebrations. consumers have recently
visited hardware stores, sporting goods stores, grocery stores, bulk
retailers, and liquor stores.How to take
action in Q2
with location
technology.
39Put location technology to work. Segment Audiences Tap Into Trends Moment-based Messaging Influence Buyer Behavior Identify consumers Use taste & trend Dynamically Reach key in different life data to identify optimize messaging audiences on their stages with changes consumer and creative to align path to purchase, in foot traffic preferences, with the appropriate intercepting and patterns, visit creating programs moment influencing their frequency & brand that drive mass journeys affinities personalization Conquest Competitors Proximity Target Leverage Insights Measure Impact Target consumers in Identify consumers Use insights on Monitor how cross and around in & around store lifestyles & brand platform advertising competitor locations locations to drive preferences to is driving visits to to change their them to purchase influence future store locations, behavior with specific products growth initiative optimizing conquesting performance in real- messaging time
Thank You
Interested in discussing how location data and
technology can bolster your Q2 strategies?
Reach out at Foursquare.com.You can also read
