Unlocking Growth: Why OOH Advertising is the Secret Sauce for QSR/Fast Casual Brands
QSR Advertising Trends
I had the opportunity recently to attend the MediaPost Brand Insider Summit (QSR) in one of my favorite cities (New Orleans). Have you ever tried connecting with a CMO while kayaking in the swamps of Louisiana? Well, I did and it was incredible! I really enjoyed listening to industry leaders discuss exciting QSR marketing trends.
Today, QSR/Fast Casual Marketers are facing more challenges now than ever such as:
Maintaining Brand Consistency: Ensuring a seamless customer experience across franchised locations requires strong communication and marketing frameworks.
Cutting Through the Noise: Standing out amongst fierce competition to promote LTOs and loyalty programs demands effective communication strategies.
Delivery Decisions: Choosing between first-party delivery (higher profits, more control) and third-party services (wider reach, less control) is a complex resource and budget decision.
National vs. Local Marketing: Balancing national brand awareness with targeted local efforts to drive traffic to specific locations is an ongoing challenge.
Franchisee Alignment: Disagreements between corporate and franchisees on marketing strategies can hinder campaign effectiveness and create tension.
Adapting to Change: Keeping pace with evolving customer preferences requires agility and adaptability from QSR marketers.
Traditionally for QSR/Fast Casual brands, OOH meant static billboards announcing new store locations. However, the power of OOH extends far beyond directional billboards and brands are now starting to explore new ways to utilize the channel to remedy these marketing challenges.
Here's where PJX Media comes in:
Develop Flexible OOH Campaigns: Offer customizable OOH campaigns that can be adapted to local markets while maintaining brand consistency.
Cutting Through The Noise: Our strategic OOH placements and impactful visuals ensure your message cuts through the clutter. Hungry customers won't miss your LTOs or loyalty program benefits displayed in high-traffic areas. Our recent work for Portillo’s highlights the use of sequential messaging to appeal to consumers in the Chicago market.
National & Local Harmony: We leverage programmatic DOOH to target specific demographics and locations. Imagine your national campaign seamlessly transforming to promote a local vegan burger in a health-conscious area, all while maintaining a consistent national brand image.
Measurement: OOH impact has historically been a challenge for QSR/Fast Casual brands. We can combine data sources, leverage location intelligence, and use advanced modeling to show QSR brands exactly how OOH drives conversions and boosts sales. This data empowers QSR’s to optimize campaigns and achieve a measurable return on their OOH investment.
OOH advertising isn't a one-size-fits-all solution, but it's a powerful tool in your QSR/Fast Casual marketing arsenal. Partnering with PJX Media unlocks the full potential of OOH, helping you navigate this dynamic space and overcome key challenges. Together, we'll craft a strategic OOH campaign that drives brand consistency, cuts through the noise, and unlocks significant growth for your brand.
