JOURNAL ARTICLE

Wheels to Meals: Measuring the Impact of Micromobility on Restaurant Demand.

  • Published In: Journal of Marketing Research (JMR), 2024, v. 61, n. 1. P. 128 1 of 3

  • Database: Business Source Ultimate 2 of 3

  • Authored By: Kim, Kyeongbin; McCarthy, Daniel Minh 3 of 3

Abstract

This article examines the economic impact of dockless electric scooter ("e-scooter") sharing programs on restaurant spending in U.S. cities. Using individual-level credit and debit card transaction data from 391 restaurant companies across 98 cities, the study finds that the introduction of e-scooter programs leads to a significant 5.2% increase in restaurant spending among e-scooter users, generating an estimated $11.3 million in incremental annual sales across cities that adopted e-scooters in summer 2018. The spending uplift is more pronounced in fast-food restaurants and among larger companies with lower average order values, benefiting both new and repeat customers, and is stronger in cities with higher shares of young adults and less existing public transit infrastructure. Robustness checks indicate that this increase in restaurant spending is not offset by declines in other local spending categories, suggesting a net positive effect on local economies. The findings have implications for city policymakers and businesses considering e-scooter program adoption as a tool for economic stimulation.

Additional Information

  • Source:Journal of Marketing Research (JMR). 2024/02, Vol. 61, Issue 1, p128
  • Document Type:Article
  • Subject Area:Business and Management
  • Publication Date:2024
  • ISSN:0022-2437
  • DOI:10.1177/00222437231179021
  • Accession Number:174811239
  • Copyright Statement:Copyright of Journal of Marketing Research (JMR) is the property of American Marketing Association and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Looking to go deeper into this topic? Look for more articles on EBSCOhost.