RAB Research Archive

Bon App├ętit (Alcohol + Restaurants Trends) now available on demand!



Last Wednesday, an RAB hosted live presentation presented by Provoke Insights focused on restaurants and alcohol. Melissa Conforto and Matt Silverman of Provoke Insights shared consumer and radio listener data on these industries. Here are some of the takeaways of the presentation:

Within the past three months, radio listeners have purchased more alcohol than nonlisteners. Although radio listeners have purchased more alcohol, they are less brand loyal than nonlisteners. It's an opportunity for retailers to increase sales and influence brand consideration.

Younger Americans, specifically millennials, are eating out more compared to pre-pandemic. Between fast-food, fast-casual and full-service restaurants, millennials have the highest percentage of eating out more than three other generations. Radio listeners are dining out more often versus pre-COVID-19 across fast-food, fast-casual, and full-service restaurants.

Radio plays an important role in purchase influence. Radio on-air personalities can also influence those decisions. Forty percent of radio listeners feel a connection with on-air personalities and 32% follow an on-air personality via social media. After listening to a radio ad, 37% of listeners go to the company's website, 25% go to the store and 22% have searched the company on social media.

Source: RAB



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