• by Teresa Buyikian , October 17, 2024

Everyone wants to see themselves represented in advertising that targets them --  white, black, Asian, Hispanic, married, single, young, old, pet owners, etc.

Of course this extends to the LGBTQ+ community as well, but according to a recent survey conducted by LGBTQ+ streaming network Revry, QSRs and fast casuals are falling short in representing the community in their advertising.

Revry’s LGBTQ+ Consumer Content and Advertising report, available here, is culled from Revry’s LGBTQ+ Streaming Audience Insights of 1,000 viewers, which is run by Nielsen.

One of the top findings was that the LGBTQ+ community frequents both QSR and fast-casual restaurants (more than 1/3 at least once a week), and 26% of those have tried a QSR or fast-casual brand based on the advertising. Yet despite this, 68% of LGBTQ+ respondents still feel misrepresented in advertising in general.

Still, their wish to be taken seriously as a consumer group goes beyond seeing representation IN an ad. More than six in ten LGBTQ+ viewers “want QSR and fast-casual brands to visibly support LGBTQ+ events, causes, and programming.”

QSR Insider interviewed Revry CMO Paul Kontonis to find out more about the study results.

The interview has been lightly edited for length and clarity.

QSR Insider: How exactly do you define LGBTQ+-friendly brand messaging?

Kontonis: LGBTQ+-friendly brand messaging is about creating a genuine and inclusive dialogue with the community across all consumer touchpoints. When a brand visibly supports and authentically engages with the LGBTQ+ community, it shows that they are seen, heard and valued, which fosters long-term consumer loyalty.

QSR Insider: Why do you think 68% of LGBTQ+ consumers surveyed feel misrepresented in advertising?

Kontonis: LGBTQ+ consumers feel misrepresented in advertising because the community is not a single, homogeneous identity. It’s intersectional, and relying on stereotypical archetypes fails to capture this diversity. A single Pride campaign a year is not enough to provide true representation for LGBTQ+ consumers.

QSR Insider: More than 6 in 10 viewers believe it is important for QSR and fast-casual brands to visibly support LGBTQ+ events and causes. How do LGBTQ+ consumers want to see support?

Kontonis: LGBTQ+ consumers want to see support through genuine visibility and engagement, from showing up in the right spaces, to making the community feel seen and heard. This can include something as simple as advertising on (LGBTQ+ platforms)…, aligning with LGBTQ+ programming and backing causes important to the community. Consumers want to feel that the brands they support, in turn, support them and their families.

QSR Insider: What should QSRs and fast casuals take away from this study?

Kontonis: That authentic and consistent support for the LGBTQ+ community is crucial for building brand loyalty. LGBTQ+ consumers value brands that engage meaningfully with their community, not just during Pride or with token gestures, but through year-round visibility and representation.

The data shows that LGBTQ+ consumers are frequent purchasers, making restaurant and fast-food purchases multiple times a week.

This highlights a significant opportunity for brands to cultivate long-term relationships with always-on campaigns to make a lasting impact.