Digital channels represent the biggest change to how Americans eat since the invention of fast food itself. Mobile app advance ordering is turning every QSR into a take-out business, while app-based delivery turns every dine-out venue into a QSR competitor for convenience. Local search and review apps, geo-targeted advertising, mobile messaging and delivery services have radically expanded the opportunity for accessing customers. But this omnichannel world has also expanded the competitive set for hungry consumers on any given evening.
How are venerable QSR brands navigating these new blurred the lines among dining categories? How are they rethinking the consumer decision process, recalibrating media spend, responding to challenger brands for attention?
MediaPost's Marketing QSR drills into the best practices, new consumer journeys and emerging opportunities for QSR brands helping to build Eating 2.0.
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