The quick-service restaurant (QSR) industry is in the midst of digital evolution, just as restaurant consumer spending is reaching historic levels.1 According to the USDA Economic Research Service, the food-away-from-home (restaurant purchases) index rose 6.8% over the last year, which was the largest 12-month increase since December 1981.2 QSR brands are making efforts to capture this spend through the adoption of new digital efforts, including self-ordering technology, loyalty apps and contactless payments, to reach a new generation of diners and create brand loyalty in a competitive marketplace.3
The QSR industry quickly moved to innovate in 2020, which resulted in an industry progression faster than anyone could have forecasted.4 Knowing that the media landscape has become more fragmented in the last two years, QSR brands may want to consider Streaming TV ads as a channel to communicate their brand differentiators during a pivotal time for the industry.
Amazon Ads worked with Kantar to survey 1,244 adult consumers who identified as Amazon shoppers and visitors of a QSR or casual dining restaurant (CDR) at least once per month, in order to better understand the TV viewing habits of this audience. Demographics for this audience skew slightly female (56% female vs 44% male). Survey results show 71% of this audience are millennials or Gen X and 29% are boomers or adult Gen Z (18+).5
More than six in ten survey respondents confirmed they own at least one Amazon device, including a Fire TV, Fire tablet, Echo or Kindle. More than half watch at least one Amazon video service like Prime Video, Freevee or Twitch. Survey respondents indicated that the Amazon ad-enabled environment is a major factor in ad recall – respondents were more likely to remember an ad they saw or heard on Amazon ad-enabled media compared to social media or TV. Respondents felt that ads they recalled on Amazon ad-enabled media were more relevant, compelling, and helpful than ads recalled on social media or TV alone.9
1National Restaurant Association, “2022 State of the Restaurant Industry Report”, January 2022
2U.S. Bureau of Labor Statistics, “Food Away from Home Index”, March 2022
3–4EHL Insights, “7 restaurant technology trends to watch in 2022”, January 2022
5–9Source: Kantar US Amazon Audience streaming survey – Dec 2021