Media that influences consumers to visit quick service (QSR) and fast casual (FCR) restaurants is all over the map.
Although consumers experience sensory overload -- especially during the holidays -- digital ads on mobile devices and computers rank highest at 58%. TV ads follow with 39%, new menu items contribute 31%, email about 28%, and billboards about 13%.
The results of AdTheorent’s Dining Trends Report, based on research conducted online by The Harris Poll, identify dining trends related to consumer interaction with quick service (QSR) and fast casual (FCR) restaurants. The report highlights important factors that drive food purchase, visitation, menu trends and the benefits of elevating the customer experience throughout the dining journey.
AdTheorent conducted the study between Sept. 18 and Sept. 20, 2019. About 2,050 adults ages 18 or older participated.
Results were weighted for age within gender, region, race/ethnicity, household income, education, and size of household where necessary to align them with their actual proportions in the population.
The top ads that motivate consumers to take action feature a specific offer at 38%. Ads with a location-based coupon or ads featuring a food item at 26% each. Personalized ads rank No. 4 with 24%. Eye-catching or unique ads come in at No. 5 at 21%.
It appears that competitive conquesting is an effective tactic. One in four consumers said they might visit a competitor’s restaurant if they received a mobile ad while on the way to a different QSR/FCR location.
Customizing ads may be on their way out of favor, but not yet. Some 71% of consumers participating in the study said they would have a more favorable opinion of that brand if they received a relevant ad tailored to them from a QSR/FCR brand.
Some 46% of consumers said receiving a random advertisement that is not relevant to them would cause them to have a less favorable opinion of that brand.
About 70% of consumers said they are more likely to visit a QSR/FCR if they received a personalized ad versus 66% based on their location.
Consumers seem more accepting or technology to drive better experiences and faster delivery times. Some 71% of consumers are open to QSRs/FCRs incorporating AI into their businesses. Some 43% cited driving down menu item costs, while 42% cited the ability to speed up the order process. Forty percent cited improved customer experience, 34% said faster food preparation, and 22% said cited personalized food recommendations based on previous orders. Some 66% cited using a touchscreen ordering system like McDonalds, rather than giving the order to a human.