Re-opening of restaurants and schoolsWe are seeing further steps towards normality these days. As of May 15th, 2020, the food-and-beverage sector was allowed to start operating and from May 18th, 2020, the majority of the schools opened their doors. People are out of home again and enjoy the regained possibilities due to the relaxation of Covid19 measures. Mobility continues to rise steadily, consumer trade is booming and Austrians eagerly await the next steps.
What insights are there on the subject of restaurants and food-and-beverage services?On May 15th, 2020, the gastronomy sector was allowed to re-open its doors. A total of 64% of the Austrian population eagerly awaited the re-opening and 21% planned to a visit to a restaurant in the first few days. A further 29% waited a few days in order to assess the current situation and how the rules of conduct are being handled. It should be noted that the phase of closing down food-and-beverage businesses will hardly have any long-term effects on the visiting behavior of Austrians. A further point which benefits the food and beverage trade is that 2 out of 3 people plan to visit the premises as often or with the same intensity following re-opening as they did before the lock-down. Another 7% even say that they will definitely visit restaurants and bars more often than before. It can reasonably be concluded that there is a strong desire to visit restaurants and bars, and forecasts for the coming months look good.
What is the impact of opening up schools?Schools and universities were closed for more than two months. The gradual opening of schools is already underway. Matura Diploma holders were already allowed to attend school beginning May 04th, 2020. As of May 15th, classes were resumed for all six to 14-year-olds, and finally, on May 29th, the remaining pupils from the age group 15-plus also started school. The re-opening of the schools signals a big step towards a return to normal life. It was expected that by the end of May there will only be a mobility reduction of 5-10% compared to mid-January 2020, since by then both pupils and parents will be increasingly on the move. Children will resume their everyday lives and parents will spend less time at home and return to their jobs. This will significantly impact both individual transport and in public transportation.
What does this mean for your advertising campaign?Consumers are longing to make up for postponed retail and services purchases, and to visit restaurants and bars. They want to catch up on consumption. For brands, this means that they should reach out to their target group right now, immediately. There is no better way to do this than with outdoor advertising. Why? Because with Out of Home advertising, you meet people exactly where they really want to be -- outside of their own four walls. Outdoor advertising enables a highly visible and rapid increase in reach and brings the message close to the target group as a part of their "new normal."
BleibDaheim - A1/Invenium, Status May 06th, 2020
Atmosphere for the reopening of the gastronomy - MAKAM Research - April 2020
Apple Mobility Trends - Apple, Status May 04th, 2020
Google Mobility Report - Google, status April 30th, 2020