This is part of Nation’s Restaurant News’ annual Second 100 report, a proprietary census ranking restaurant brands Nos. 101-200 by U.S. systemwide sales and other data. This special report focuses on a smaller, more growth-oriented universe than the Top 100 report.
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Morton’s the Steakhouse grew its ESPU slightly more than 10.2 percent.
Second 100 chains’ collective average growth in estimated sales per unit, or ESPU, decelerated to 0.7 percent in the Latest Year from 2.2 percent in the Preceding Year, highlighting an ongoing market share battle across a major tier of the industry.
While the average ESPU growth of the Second 100 trailed the 1.1-percent average growth of the brands in the Top 100 report published last month, Second 100 chains produced a higher average ESPU than their more established rivals: $2.5 million to the Top 100 brands’ average $1.9 million.
In several industry segments, emerging brands that might lack their larger rivals’ nationwide footprints or substantial marketing budgets nonetheless showed an ability to grow traffic and sales at the unit level...
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