Operators Saw Traffic, Sales Rebound In Late 2006
Falling gasoline prices helped fuel a 2% gain in customer traffic and a 2% gain in check averages for the three months ended November 2006 versus the year earlier period, according to data from the NPD Group's CREST Executive Topline. The combination means operators' overall sales for the year rose 4% . Overall, traffic rose 2% for the year.

But the report notes some dramatic changes in where operators are seeing gains. Traditional foodservice occasions—dinner, mail-meal entrees and on-premise business, especially in full service segments—are limping along. Meanwhile, breakfast and late-night snacks, casual dining takeout, non-traditional beverages and sandwiches, including burgers, are doing well.

One thing that hasn't changed—major chains continue to drive the market, led by McDonald's. Major chains took another point of total traffic in the period, a 3% gain, to 57% of the total. Small chains saw a two point gain and held at 13%. Independents were down 1% to only 30% share of traffic. During the past five years, major chains have gained seven points of share while independents lost six points.

Some of the change in traffic can be attributed to unit changes. Independents had a net loss of 2% in units while chains gained a point.