Local Advertising For Quick Serve Restaurants Expected To Hit $4 Billion This Year

New Data

The Quick Serve Restaurant (QSR) category, including well-known national brands and less-known regional and local favorites, will come close to spending $4 billion in local advertising this year, as reported in BIA ADVISORY SERVICES’ latest vertical industry report, “Insights into Local Advertising – QSRs.” The report forecasts that digital advertising will rise from 36% in 2019 to 44% by 2023, although the entire category will dip slightly over the next few years, before exceeding its 2019 level. 

“Local advertising plays a critical role in the QSR category even for national brands,” said BIA Managing Dir./Report Author RICK DUCEY. “As one marketing director noted to us, ‘if you don’t have a relationship with your community, you won’t have a business for long; (local advertising) is an investment, not a cost.’”

Looking at SimmonsLOCAL data for Adults 18+ (DC A18+) in the WASHINGTON, D.C. market, the case study identified the most heavily used media (i.e., top two volume users groups) profile where ads are consumed:

1. Internet (40%)
2. TV (40%) 
3. Radio (38%)
4. Magazines (35%) 
5. Newspaper (29%)

“In this report, combining BIA’s forecast and takeaways from a leading U.S. market, we recommend five major factors for local media sellers to consider when working with local QSR outlets,” said DUCEY. “Our strategic advice is based on where the technology is going and the trends we’ve observed.

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