Many restaurants closed completely or remained open only for takeout during the initial spike of coronavirus cases. And the good news is, some are now beginning to reopen. However, this reopening looks different across various DMAs and is not a steady increase. Two cities where reopening has led to higher movement around OOH screens in these venues include Nashville, TN and Springfield, MO. For example, movement around restaurant screens in Nashville the week of 6/29–7/5 was -35.3% below pre-COVID levels. And in Springfield, it was -32.6% below pre-COVID levels.
Both of these DMAs have higher levels of movement around screens in restaurants than New York or San Francisco, which both halted plans to open indoor dining. In New York the week of 6/29–7/5, movement around OOH screens in restaurants was -57.7% below pre-COVID levels. In San Francisco, it was even lower: -72.2% below pre-COVID levels.
These insights highlight the fact that individuals are still out making trips, often purposeful in nature, to perhaps visit the doctor or pick up takeout from restaurants. Purposeful trips can be opportunities to provide valuable messages and connect with audiences in a meaningful way. By identifying the differences across venues and DMAs, brands can strategize to make every campaign a more effective one.