New data from Meaningful Vision is revealing a big shift in when Irish people go out to eat, and that shift is creating both challenges and opportunities for foodservice operators. Here’s what the data shows:
1. Overall Footfall Is Down, But the Picture Isn’t Uniform
In Q1 2025, foodservice visits in Ireland dropped by 4% year-on-year, which suggests consumers are more cautious with their money and eating out less. Yet, not every region is suffering: while Dublin saw a 7% decline, the rest of the country was broadly flat or slightly up. Northern Ireland, in particular, is growing strongly, with demand linked to an increase in dining outlets.
2. Morning Traffic Is Shrinking
Fewer people are eating out early: morning visits fell from roughly 17% to 14% of total fast-food traffic. This decline is across the board, from coffee shops to burger places, suggesting a broader shift in how people begin their day. A driving factor: more hybrid and remote working. With fewer daily commutes, fewer people stop out for “grab-and-go” breakfasts or takeaway coffees in the morning.
3. Afternoon and Lunch Are Growing in Importance
The afternoon slot (roughly 3-6 p.m.) is now huge: for fast food, it grew from 30% to 32% of visits. Lunch is also more important than ever, especially for fast food. Lunch’s share is climbing, driven by value-seeking consumers and hybrid workers meeting for meals. In particular, coffee shops and pizza places are gaining midday traffic, taking share from early morning.
4. Dinner Is a Key Growth Window
Dinner is the fastest-growing daypart: for fast food, the share rose from 14% to 16%. In restaurants and pubs, dinner now makes up about 25% of daily traffic, and that share is growing. This growth is being driven by burger and pizza restaurants, which are attracting more evening diners.
5. Late-Evening Traffic Is Declining
After 9 p.m., visits are down. Across all segments (fast food, restaurants, pubs), fewer people are going out late at night than they used to.
Why These Trends Matter for Operators
Menu strategy is more important than ever: Businesses might need to rethink afternoon and dinner offering, not just focusing on early day or late-night. With traffic shifting to different dayparts, staffing levels will also need to adapt (more people in the afternoon and evening; fewer in the morning).
Growth outside Dublin suggests that opening or investing in suburban or regional outlets might pay off more than chasing capital-city dominance. Meanwhile, promos for afternoon “snack moments” or early dinner deals could be more effective than morning or late-night offers. The rise of hybrid working is changing when people eat. Operators who align with this can capture more business.
The Irish foodservice market is evolving. While total footfall is down, consumers are shifting when they go out to eat. They’re moving away from early mornings and late nights, and spending more in the afternoon and dinner time. For foodservice operators, this isn’t just a trend: it’s a chance to adapt their business models, rethink their busiest dayparts, and better match what customers want in this new rhythm of dining.
