In recent industry analysis, fast food and quick-service restaurants (QSRs) continue to rank among the most active local advertisers. In our Midyear Local Media Spending Check-In webinar, QSRs ranked as the second-highest industry for radio digital spending, reinforcing how important this vertical is for local media sellers.

Restaurants compete heavily for attention in local markets, and digital advertising plays a critical role in driving both brand awareness and immediate consumer action. As competition intensifies, fast-food brands are investing more in tactics that allow them to target consumers precisely and influence dining decisions in real time.

So, what types of fast-food advertising are resonating with audiences today?

Let’s review the data and what it means for campaign strategy.

Fast Food Local Ad Spending

Quick-serve restaurants (QSRs) remain one of the most active categories in local advertising. According to BIA Advisory Services’ latest forecasts, restaurants and food services continue to invest heavily in digital channels as competition intensifies and brands focus on driving both foot traffic and mobile orders.

Digital advertising now represents a significant portion of restaurant marketing budgets, with tactics such as CTV/OTT, paid search, display, and social media receiving increased investment. Streaming video in particular continues to gain share as advertisers shift budgets from traditional broadcast and cable TV to more targeted digital environments.

CTV/OTT spending has grown rapidly in recent years because it allows advertisers to reach households with non-skippable video ads and precise geographic targeting. For restaurants trying to drive traffic within specific trade areas, this level of targeting can significantly improve campaign efficiency.

Search advertising also remains a core tactic for fast-food brands. Many consumers search for nearby restaurants or menu options when deciding where to eat, making paid search one of the highest-intent channels for this category.

Display and online video continue to play supporting roles by building brand awareness and reinforcing promotions such as limited-time offers, new menu items, and value meals.

Taken together, these trends suggest that CTV/OTT, search, display, and video advertising are among the most in-demand digital channels for the fast-food industry.

Consumers and Fast Food

Our recent Vertical Views episode on fast food revealed some interesting insights from Zappi. Here’s a quick review.

Demographic Changes

Those under 45 eat fast food the most. Household income is also a targeting segment with an update. Those in the $100,000-$149,000 bracket are responsible for increased spending, while those making less than $50,000 are eating it less.

Price Matters

With rising food costs, fast food isn’t so cheap anymore. Consumers say the price point “sweet spot” is $5-$8. As people need to stretch budgets further in terms of food costs, meals that are in the double-digits may not be accessible for some.

However, many of these restaurants are exploring more premium menu items, and 30% of those who enjoy fast food are excited about them. A smaller group, 23%, dismisses them as a gimmick.

Why People Love Fast Food

A meal at a quick-serve restaurant isn’t a top choice just because of cost. Diners listed having it as a treat or a guilty pleasure, as the number two and three reasons they eat it.

More Trends Impacting Fast Food Restaurant Local Advertising  

Along with consumers being more price-conscious and curious about menu changes, other things are affecting what will resonate with customers.

Here’s what we’re tracking:

  • Nostalgia marketing: Fast food places are going back to the 70s, 80s and 90s in campaigns. Restaurants are bringing back old menu items and pricing, in some examples. Many look back on those decades with memories of eating at their favorite spots, so it’s a great way to connect emotionally.
  • Loyalty program pushes: In a world where everyone wants a deal, restaurants should emphasize loyalty rewards. It’s an excellent way to get return business.
  • More health-conscious options: Salads and healthier sides have been emerging to cater to consumers who prefer them. In some campaigns, boosting these based on targeting criteria could be successful.

5 Campaign Ideas for QSRs

Now that we’ve completed the deep dive, here are five ideas to pitch to fast food restaurants.

  1. Target display (video and static) ads based on household demographics to reach the segment, fueling increased spending.
  2. Recommend streaming ads with nostalgia, premium menu or healthier choices themes.
  3. Suggest geofencing of competitors with specific discounts that are time-limited to persuade customers to try something new.
  4. Play up the treat and guilty pleasure angle on social media ads with some humor.
  5. Use retargeting options to push loyalty rewards.

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