Mobile Significantly Influences Consumers’ QSR & Casual Dining Decisions

Today we reveal the key findings from our Q4 Mobile Audience Insights Report, which focused on the QSR and casual dining vertical and how mobile influences consumers’ path-to-purchase behaviors and decisions — from research to determining where to dine.

The results are fascinating and show the integral role smartphones & mobile advertising play in delivering patrons to QSR & casual dining restaurants. For example, did you know that consumers prefer mobile over online by 117% as their source for informing dining decisions?

A few additional key findings:

  • 75% of consumers are likely to try a new menu item after seeing a mobile ad.
  • Menu information (33%), special offers (24%) & location (21%) were the most influential ads for driving patrons to restaurants. This info offers marketers an opportunity to increase engagement & ROI by optimizing based on consumer behavior.
  • Mobile ad campaigns delivered 37% lift in drive-to-location for all client campaigns in the 2H 2013; and 35% lift in visits to QSR & casual dining establishments vs. consumers not exposed to the ads.

Learn more about mobile’s growing influence in consumers’ QSR & casual dining decisions in our full Q4 Mobile Insights Report. How do you engage with fast food and casual dining restaurants? Tweet us at @jiwire and let us know!