Taylor Swift’s Impact on Restaurants: The Eras Tour 2024 Miami Data

Taylor Swift’s Eras Tour is a phenomenon that needs no introduction. Since its debut in early 2023, this exceptional production has captured headlines, including reports of her six-show run in L.A. that benefited the local economy by a staggering $320 million and created 3,300 jobs.

The highly anticipated tour made its stop in Florida from Thursday, October 18, through Saturday, October 20, 2024, at the Hard Rock Stadium in Miami Gardens, FL. Fans flocked to the venue for three consecutive nights of sold-out performances, creating a surge in local spending. 

To capture the economic ripple effect of the show, Toast analyzed restaurant transactions within a 20-mile radius of Miami and Ft. Lauderdale and compared them to average weekend data from transactions made from June 24, 2024, to October 13, 2024.

In this article, we’ll outline how Taylor Swift’s presence fueled a significant boost for the local restaurant scene. Spoiler: even after a year of touring, Swift can still make the whole place ✨_shimmer_✨.  

How Taylor Swift’s Eras Tour impacted local Miami restaurant 

Quick insights:

• Total transactions at local Miami restaurants increased by 9.1%.

• Total Gross Merchandise Value (GMV) in local Miami restaurants saw an increase of 12.8%.

• The average ticket size at local Miami restaurants increased by 2.6%.

• Wine sales increased by 12%.

• Hourly sales peaked at over 17% at 11 a.m.

• Omelette sales surged by 27.2%.

Let’s take a closer look at the data. 

Taylor drove hourly sales growth, peaking at over 17% at 11 a.m.  

“If there was ever any doubt about the power of the consumer to drive economic growth, The Swift Lift shows they were able to shake it off.” - Michelle Meyer, chief economist and head of Mastercard Economics Institute.

With Taylor taking the stage at 8 p.m., the sales data tells an interesting story. Sales generally increased every hour from 7 a.m. - 8 p.m., then began to decline at 9 p.m. while the three-and-a-half-hour show took place. Although sales were continuously up throughout the day, it seems the Swifties were as tuckered out as Taylor herself after the show. At 9 p.m. sales decreased by 0.5%, at 10 p.m. sales decreased by 3%, and by 11 p.m. they plummeted by almost 10% compared to the average weekend. 

The significant hourly sales growth leading up to the event, particularly the peak at 11 a.m., highlights the importance of being fully staffed, well-stocked, and prepared during brunch and lunch hours. For tips on how to run a successful pre-shift check out this article; for running a smooth shift change, take a look at this one. 

Given that sales dropped off sharply after the concert began, restaurants should consider focusing on daytime promotions and pre-concert specials to maximize revenue. Planning your staffing levels and inventory accordingly is crucial.

Brunching Swifties fueled a 27% jump in omelette sales

Swifties span a wide range of ages, from young girls just discovering her music to OG fans who have been with her since her 2006 debut album. However, we found that they have one more thing in common: brunch! Popular brunch items like omelettes (+27.2%), breakfast platters (+21.2%), and sandwiches (+14.7%) all increased the weekend of the Miami shows.

On the flip side, the fans were less interested in non-brunchy menu items. Seafood dropped in sales by 1.6% and wing sales decreased by 5.8%. Clearly, when it comes to fueling up for a day of Taylor Swift festivities, brunch is the fan favorite.

Being proactive with staffing, menu planning, and inventory during these busy daytime hours can ensure a smoother operation and increased sales. By highlighting and promoting your brunch offerings, you can position your restaurant as the pregame spot for guests looking to start their day before a concert. A well-executed brunch service can not only boost sales but also create a memorable experience for your guests. 

No champagne problems here, wine sales were up 12%

Although Swift’s favorite cocktail is a French Blonde, her fans opted to pregame with wine. Wine sales were up by 12%, while most other alcohols were down. Vodka held on with a 1.3% increase in sales, but beer (-2.2%), rum (-9.1%), and tequila (-14.2%)  were all down. Now we have bad blood with tequila, it seems. 

...Are you ready for it?

We found that overall, restaurants are busier than usual when Swift is in town. Be prepared for brunch and stock up on your wine. Our data also shows that fans are less likely to return post-concert. After all, there are ten different Eras to experience! 

If you’re a family-friendly establishment, consider offering options for all age groups to capture a wider audience. Curate a Taylor Swift playlist on Spotify and highlight your best offerings. Just like Taylor unites her fans for an unforgettable experience, your restaurant can do the same by offering a memorable dining experience.

Methodology

Toast analyzed transactions at restaurants on the Toast platform in a 20-mile radius from the venue from October 18, 2024 to October 20, 2024, during Taylor Swift’s Eras Tour shows, and compared it to the average of transactions made on weekends from June 24, 2024, to October 13, 2024. For alcohol comparisons, Toast analyzed sales data for “hard seltzer, beer, tequila, gin, rum, vodka, wine, and whiskey.” For food comparisons, Toast analyzed food items labeled “BBQ, Bowl, Breakfast Platter, Burger, Burrito, Cheese, Chicken Tender, Curry, Dessert, Dumpling, Enchilada, Fajita, Fried Roasted Chicken, Fries, Hot Dog, Nacho, Ramen, Omelette, Pasta, Pie, Pizza, Quesadilla, Rice, Salad, Sandwiches/Wraps, Seafood, Soup/Stew, Steak, Sushi Rolls, Tacos, Vegan/Vegetarian, Wings”.