← Business Metric: Industry Specific (Consumer, Services & Financial) (all topics)
SSSG (same-store sales growth)
What it is
Growth in revenue from stores open for a full comparable period, stripping out the effect of new openings. It isolates whether existing outlets are actually trading better
It is the central disclosure for any chain retail or restaurant business
Impact on industries
- The only honest measure of underlying demand, since total revenue can grow indefinitely on new store additions while every existing store declines
- Indian QSR SSSG turned negative through FY24-25 as footfalls collapsed, exposing chains that had been reporting growth purely on expansion
- New stores add depreciation and rent from day one but take time to mature, so aggressive expansion into weak SSSG destroys margin twice over
- Definitions vary - the qualifying period, treatment of delivery and closed stores all differ by company, so cross-company comparison needs care