The importance of marketing messaging for quick-service restaurants and limited-service restaurants can’t be understated. Here’s why…
According to Zeta’s internal data, 12% of American adults (approximately 25 million people) eat food prepared by restaurants 5X per week.
So, even though the restaurant industry is hurting thanks to COVID-19, people are still eating out. Especially at quick-service and limited-service restaurants. QSRs and LSRs are capturing +66% of all restaurant industry sales.
However, those dominating numbers might not last much longer. As social distancing rules ease, the current trend could easily reverse.
In order to avoid a steep decline, QSRs and LSRs need to remind consumers about their unbeatable convenience and value.
Why convenience and value? Because in times of economic uncertainty and high-unemployment (US unemployment sits around 15%) people appreciate value and convenience above all.
So, to succeed in the conveyance of convenience and value, follow these three rules:
Messaging Rule #1 — Talking to the right person
Talking to the right person is paramount.
Not the right audience. Literally the right person. The individual diner.
Patron-based targeting isn’t as easy as audience-based targeting, but it’s not impossible.
Consumers are more connected to brands than ever and they willingly share their personal data. By combining first-party data (POS data, app data, website data, etc.) with third-party intent signals (behavioral signals, geographic signals, etc.), QSRs and LSRs can deploy omnichannel messaging personalized to the individual diner.
And not just known diners, but unknown diners as well.
Identity resolution technology helps restaurant marketers unmask, track, and target “anonymous” consumers. This opens the floodgates to new diners and new sources of revenue.
Messaging Rule #2 — Speaking in the right place
When it comes to the importance of marketing messaging for quick-service restaurants, email is a non-negotiable channel. Tailor email content to the preferences and tastes of individual recipients. (After all, it doesn’t make sense to deliver the same message to a regular diner and a once-a-year diner.)
As one of the top email marketing platforms in the world, Zeta knows how important personalization is for email marketing success.
- Increases acquisition and conversion rates
- Maximizes incremental sales
- Drives higher growth
- Improves loyalty
- Lowers churn
Of course, email isn’t the only messaging avenue worth exploring. Display advertising, paid search, in-app notifications, and Connected TV are other channels quick-service and limited-service restaurants can use.
Messaging Rule #3 — Chatting at the right time
Deploying marketing messaging at the right time takes insight.
The kind of insight that’s obtained through a massive data set that illuminates the customer journey in real time. Used properly, QSRs and LSRs can benefit from a huge lift in new diner acquisition, current diner retention, and past-diner reactivation.
(Zeta’s QSR clients are seeing sales lift when they provide a timely reminder about contactless delivery.)
By leveraging a massive data set blended with real-time signals, QSRs and LSRs can understand if (and when) diners are …
- Considering eating
- Tiring of certain menu items
- Ordering from a competing restaurant
- No longer responding to promotional offers
- And much more
The importance of marketing messaging for quick-service restaurants in a single idiom…
Get the most bang for the buck.
At the end of the day, that’s the importance of marketing messaging for quick-service restaurants and limited-service restaurants. But if rules one through three are followed, QSRs and LSRs will enjoy the best bang for the buck.