QSRs must emphasise contactless access to food to gain consumer traffic

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 18, 2020, 1:59 AM UTC

A cited study states that 40% of consumers go to quick service restaurants (QSR) for quick and convenient service.

With people quarantined and following stay-at-home protocols, QSRs should rethink marketing strategies if digital has to be used to bring consumer traffic back up. Focus marketing messages towards loyal customers and emphasise contactless access to food via drive-throughs or free deliveries.

Most QSR locations are franchised. Local franchise owners must leverage this opportunity to appeal to local consumers by promoting the business with a personal face. Create apps with facilities like quick pick-up to provide convenient and personalised services.

User-generated content can help QSR brands to create authentic marketing campaigns. Craft paid ads via Google Ads or other platforms to get more customers up front. Leverage data from loyalty programs or QSR brand apps to improve the frequency of repeat diners.

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