Blog: 05.05.2026

Rethinking PED Flow: Is It Time for a More Balanced Approach?

For years, pedestrian (PED) flow has been a defining metric in hospitality site selection. The rationale is clear: more people passing a site will translate into more customers, more transactions, and stronger sales. It became a cornerstone of decision-making for operators and landlords alike.

And to a large extent, it worked.

High-footfall locations delivered visibility and volume, helping brands scale quickly and establish a presence in key areas. But as more operators pursued the same strategy, the dynamics began to shift. Increased demand for prime pitches drove rents upwards, often faster than revenues could sustainably follow. At the same time, clustering intensified competition, with similar concepts sitting side by side, all targeting the same passing trade.

This raises an important consideration: are we placing enough emphasis on the type of footfall, rather than just the volume?

Not all PED flow carries the same value. Busy locations can be dominated by transient audiences : commuters, tourists, or time-pressed consumers, where speed and convenience often outweigh loyalty or spend depth. These environments can undoubtedly work, but they may not always align with every brand’s proposition or long-term strategy.

In parallel, there’s been a quieter evolution in how some operators approach location strategy. Instead of prioritising sheer volume, they focus on neighbourhoods on understanding the local customer base, building repeat trade, and creating a more consistent, experience-led offer. The emphasis shifts from capturing attention in the moment to earning it over time.

This is not about dismissing PED flow. It remains a powerful indicator and, for many formats, an essential one. But perhaps it’s time to view it as one piece of a broader equation, rather than the dominant force it once was.

As the sector continues to evolve, operators may benefit from asking slightly different questions:

• What is the composition of the footfall?
• How does it align with the brand and offer?
• What level of rent is justified by the quality of trade, not just the quantity?
• And how resilient is that location over time?

PED flow helped shape a generation of hospitality growth. The opportunity now is to build on that foundation with a more balanced, more deliberate approach to where and how we choose to operate.

Because ultimately, success may lie not just in being seen by more people, but in being chosen by the right ones.