The AdTheorent/Harris Poll Consumer Survey Data Shows 70% of Consumers Use Their Mobile Device During QSR/FCR Food Purchasing Journey; Mobile Ads are Top Visitation Drivers
New York, NY – Dec. 18, 2019 – AdTheorent, Inc., a digital advertising leader using advanced machine learning technology and solutions to deliver real-world value for advertisers, today announced the results of AdTheorent’s Dining Trends Report, based on research conducted online by The Harris Poll on behalf of AdTheorent among over 2,000 U.S. adults. The AdTheorent-commissioned research sought to identify key dining trends related to consumers’ interaction with quick service (QSR) and fast casual (FCR) restaurants. AdTheorent’s report highlights important factors driving food purchase, visitation, menu trends and the benefits of elevating the customer experience throughout the dining journey.
The global fast food market is growing at a compound annual growth rate of 4.2%, expected to be worth more than $690 billion by 2022.1 As competition in the dining industry continues to increase, it is crucial for QSR and FCR brands to gain consumer mind-share and wallet-share. AdTheorent’s Dining Trends report shows that a majority of Americans use their mobile devices and restaurant-specific apps throughout the dining journey. Personalization is a key factor in building positive brand associations and driving repeat visitation, with consumers embracing artificial intelligence if it drives personalization and efficient experiences. Additionally, the report highlights increased credit card and mobile wallet usage and a desire for healthier plant-based menu items and locally-sourced ingredients.
THE ROLE OF MOBILE: Majority of consumers are turning to their mobile devices when making dining decisions
DRIVING VISITATION: Digital advertising, especially on mobile, is essential for driving visits to restaurant locations and an effective messaging strategy is key
PERSONALIZED and RELEVANT ADS: Customization is key for a positive brand experience
PAYMENT: Cash is no longer king - credit card and credit card via mobile wallet payments are increasing
For QSRs specifically:
For FCRs specifically:
MENU TRENDS: More options equate to more orders
ADVANCED TECHNOLOGY & ARTIFICIAL INTELLIGENCE: Consumers are amenable
TAKEOUT AND DELIVERY: More consumers are eating at home or on-the-go and prefer to order online when purchasing food from QSR/FCRs
“At AdTheorent we use non-sensitive data signals (aggregated from digital device users) and machine learning to drive advertiser business objectives. This is especially important for QSR/FCR brands and marketers who continue to face many diverse competitors while aiming to please consumers who expect more, for less,” said Jim Lawson, CEO of AdTheorent. “We commissioned this research to gain additional insights about the dining vertical as we refine product offerings and solutions, and we are excited to leverage these learnings in future campaigns.”
To view and download AdTheorent’s Dining Trends Report, please visit: https://adtheorent.com/vertical/dining
AdTheorent uses advanced machine learning technology and solutions to deliver real-world value for advertisers and marketers. AdTheorent’s industry-leading machine learning platform powers its predictive targeting, geo-intelligence, proprietary relationship graph and in-house creative capability, Studio A\T. This product suite allows advertisers to identify the most qualified individuals coupled with the optimal creative experience to drive campaign performance and deliver on advertiser KPIs at scale.
In the last year, AdTheorent’s solutions have been recognized with numerous awards, including: “Best AI-Based Advertising Solution” (AI Breakthrough Awards), “Most Innovative Product” (B.I.G. Innovation Awards), “Most Innovative Platform” (DMA Innovation Award), as well as Frost & Sullivan’s “Digital Advertising Leadership Award” and Deloitte’s Technology “Fast 500.” AdTheorent is headquartered in New York, with thirteen offices across the United States and Canada. For more information, visit adtheorent.com.
AdTheorent’s Dining Trends Report Methodology:
This survey was conducted online within the United States by The Harris Poll on behalf of AdTheorent between September 18-20, 2019 among 2,050 adults ages 18+. Results were weighted for age within gender, region, race/ethnicity, household income, education, and size of household where necessary to align them with their actual proportions in the population. Propensity score weighting was also used to adjust for respondents’ propensity to be online. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology please contact email@example.com.
About The Harris Poll:
The Harris Poll is one of the longest running surveys in the U.S. tracking public opinion, motivations and social sentiment since 1963 that is now part of Harris Insights & Analytics, a global consulting and market research firm that delivers social intelligence for transformational times. We work with clients in three primary areas; building twenty-first-century corporate reputation, crafting brand strategy and performance tracking, and earning organic media through public relations research. Our mission is to provide insights and advisory to help leaders make the best decisions possible. To learn more, please visit www.theharrispoll.com
1. Zion Market Research, “Fast Food Market by Type - Global Industry Perspective, Comprehensive Analysis and Forecast, 2016 – 2022”, July 2019