News

Pictures, punchlines, promos are tops in QSR ads with consumers

September 26, 2017

Humor, great visuals and money-saving promotions are tops with consumers when it comes to QSR advertising, according to a recent public opinion poll commissioned by Lavidge and Mosaic Multicultural. The survey focused on promotions by McDonald’s, Subway, Chipotle, Taco Bell and several others, a news release said. 

The 2017 Southwest Food Service Marketing Report found that consumers prefer promotions and images of food in their QSR ads and are influenced by advertising that is funny.

The survey was conducted by WestGroup Research and included 531 consumers in the Southwest. The sponsoring companies — namely, advertising and marketing agencies — are making the report available at no charge. 

Lavidge also looked at the influence of advertising on visit frequency; the most and least effective restaurant descriptions to drive business; top marketing statements; and most memorable ads.

Among other findings: 

• The top three descriptions that influence consumers to visit restaurants include "tasty," "friendly" and "delicious."
• The most-preferred marketing statement is "Made Fresh Daily."