Purpose:
Determine what drives consumers to fast-food and casual dining decisions.
Key Findings:
Seven in ten consumers have stopped at a fast food or casual dining restaurant after hearing about them on the radio and that number climbs among specific consumer segments such as younger adults, multicultural consumers and parents.
Key Takeaways:
- Nearly 90% of respondents say they are making dining decisions while driving at least some of the time.
- 63% of participants stop at a QSR on the way to and/or on the way home from work at least a few times each month.
- Seven in ten consumers agree that "hearing my favorite DJ talk about a fast-food restaurant while driving makes me more likely to consider dining there."
- 74% of consumers agree that hearing "a fast-food ad while driving makes me more likely to consider dining at that restaurant."
- Seven in ten consumers say, "I've stopped at a fast food or casual dining restaurant after hearing about them on the radio."
- 86% of parents with teen kids are more likely to consider a restaurant after hearing a radio ad.
- 84% of parents with kids aged 5-12 are more likely to consider a restaurant after hearing a radio ad.
- 82% of black consumers are more likely to consider a restaurant after hearing a radio ad.