The ubiquity of mobile devices has dramatically changed the landscape for restaurant advertising, particularly for Quick-Serve (QSR) and Fast Casual. No longer constrained to the desktop, digital advertisers have embraced the possibilities of mobile data and continue to do so—digital ad spend measured by Placed for QSR and Fast Casual increased by over 1,000% between 2014 and 2018.
In this new paper from Placed Research, we explore unexpected and useful insight gained through nuanced location analysis that can be used to guide advertising strategy:
- QSR marketers do better than average in terms of lift and efficiency
- Audio and Social apps are the most cost-effective channels for influencing QSR customers
- QSR and Fast Casual marketers spend efficiently on TV
- Tactical incrementality is strongest for younger & less loyal customers