QSR • Brand Lift

RADIO FUELS THE NEXT FOOD STOP FOR HUNGRY CONSUMERS

From teens grabbing snacks to professionals picking up lunch, quick service restaurant (QSRs) appeal to nearly every age group. Consumers not only accept but expect food messaging via radio, reinforcing its credibility and effectiveness for the category. Katz Radio Group’s recent study found that QSR consumers who eat fast food at least once a week are highly responsive to radio messaging. It’s that first sizzle, that familiar “ba da ba ba ba” jingle that provides cravings before they even hit the drive-thru. 

EXPOSURE TO AUDIO ADS LEADS TO A 6%+ INCREASE IN INTENT FOR QSRS

Katz’s survey reveals insights that radio is an ideal platform for interest among receptive and responsive fast food consumers. It plays a foundational role in the decision-making journey, often sparking the craving before any digital ad or social scroll can. In fact, the survey shows a measurable lift in intent: consumers targeted by radio campaigns were 4% and 7% more likely to visit, reinforcing radio’s power to drive foot traffic. 

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CRAVINGS START WITH RADIO

An overwhelming 89% reported making last-minute meal decisions while in the car—right in radio’s sweet spot. Additionally, 84% believe it’s smart for fast food restaurants to use radio advertising to inform customers about menu items and deals. And notably, 82% admitted that simply hearing ads about food can make them feel hungry, highlighting radio’s unique ability to trigger cravings and drive immediate action. Whether they’re pulling into the drive-thru or scrolling for deals, radio often acts as a powerful catalyst that sparks the decision to dine. 

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This recent study reinforces that radio is a trusted and influential medium that drives quick food decisions. From creating hunger with just a soundbite to guiding last-minute choices on the road, radio connects QSR brands with consumers in real time. Its ability to spark cravings, deliver timely messaging, and meet audiences in their moment of need makes it not just relevant—but essential—for quick serve restaurant success.