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Representative image (iStock)The Quick Service Restaurant (QSR) brand has been a staple of traditional advertising for as long as we can remember, including television, radio, displays, and other traditional media.
However, the QSR sector, like many others, has gone digital. While traditional advertising will never be replaced, the seasoned marketer has developed major digital techniques to drive ever-increasing proportions of consumer interest and his CMO’s budget.
This reflects developments in larger businesses and cultures, such as the proliferation of mobile phones and connectivity. It also shows how QSR marketing has changed and continues to grow.
Let’s look at the three methods of marketing. Evolution of QSR business and how to do it Marketing experts are adjusting.
Marketing methods may spread
When you think of your favorite restaurants, they can be as much a meeting place as a place to eat. They are part of the fabric and culture of the region, and QSR is no exception.
QSR Corporate has always wanted to connect at the local level, but with such a large store footprint, that was difficult. If you think about the traditional advertising spots I have described, they are often of a national or regional nature and are the same in every city or town.
Corporate marketing has failed to connect well with the heartbeat of the communities in which these businesses operate. On the other hand, local owners and franchisees often lack marketing knowledge, and headquarters have always been reluctant to give them creative flexibility.
The Internet has revolutionized QSR chains and franchisees by allowing them to promote their individual locations in a way that aligns with the community spirit we associate with our restaurants.
The number of tools and other possibilities to extend the tools you currently use to do more local marketing are increasing. In the case of QSR, franchises can implement safeguards to ensure local operators follow brand guidelines and other regulations, but focus on ultra-local events such as Friday night high school football games and community events. We will continue to support the campaign.
Personalization in QSR context. It humanizes and connects local eateries and the results follow. And you don’t even need to prepare a lot of data or other criteria beforehand. Just understand your industry and have the right platform.
Not just digital. Digital first.
You may not think of the QSR industry as a strong candidate for digital transformation, but it has become increasingly digital in recent years.
Customers are used to it. They want to use applications, check menus and orders (often before they arrive), and want to communicate digitally (often without human interaction). Even the humble QSR has joined the effort, with industry giants like Chick-fil-A going digital first.
It unlocks new avenues for marketers in terms of engagement, data and consumer experience. Apps become platforms for loyalty programs, hyperlocal marketing, personalization, contextual push offers, and more.
This was the “slow” industrial revolution. The digital floodgate opened with a hissing sound. If you haven’t already, you should prioritize digital customer experiences, especially on mobile devices, as soon as possible.
completely out of control QSR marketing.
In summary, the industry is going all-in on digital and marketing is becoming more and more diffuse across all media. The third change is a combination of her two in the first. Larger digital environments such as distribution apps, restaurant review sites, and booking sites mean that QSR marketing is pervasive in ways that are no longer in your direct control.
Proactive brands and locations can influence third-party applications like Grubhub, but they don’t have full control over their facilities.
So this is an interesting area that marketers need to be informed about. That means you need to know how you look in different places that marketers have no control over and decide how aggressive they want to be.
The options here are quite wide, ranging from simply opting out, to excluding potentially profitable revenue streams and customer groups, to diving headlong into promotions, sponsored listings, and more.
On the premises.
This is something QSR hasn’t had to deal with in the past, but is accepted in today’s consumer world. This presents both possibilities and problems for marketers, begging the question, “How can we take advantage of these channels that we have no control over?” where do you keep your money? How much effort do you put into details such as the pictures that these applications use to represent restaurants?
It’s a relatively new area in the world of digital-first QSR marketing, so there’s not always a clear answer. Another big industry shift your marketing approach should address.
Less than 10% of time spent in the multiplex is eating. However, it largely determines the final revenue of the multiplex chain. Why aren’t the world’s fast food chains getting into the mini theater business?
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