Radio Ads Drive Fast-Food Restaurant Visits.

Whether consumers are hankering for a Big Mac, Burrito Supreme or Frosty, radio advertising for quick service restaurants has proven effective for bringing them to the drive-thru. That’s based on results from a study conducted by Katz Radio Group among 1,000 adults during Q4 2024 showing that QSR consumers who eat fast food at least once a week are highly responsive to radio messaging.

“Consumers not only accept but expect food messaging via radio, reinforcing its credibility and effectiveness for the category,” Katz’s report says, noting that consumers targeted by radio campaigns for two specific QSRs were 7% and 4% more likely to visit them, with a 6% increase overall.

“Radio is an ideal platform for interest among receptive and responsive fast-food consumers,” the report says. “It plays a foundational role in the decision-making journey, often sparking the craving before any digital ad or social scroll can.”

The study shows that 89% of the sample agrees that they have made last-minute meal decisions while in the car, where radio dominates among all audio options, and 84% agree that it’s smart for fast-food restaurants to use radio advertising to inform customers about menu items and deals. Additionally, 82% agree that simply hearing ads about food can make them feel hungry.

“Whether they’re pulling into the drive-thru or scrolling for deals, radio often acts as a powerful catalyst that sparks the decision to dine,” Katz’s report says. “Radio is a trusted and influential medium that drives quick food decisions. From creating hunger with just a soundbite to guiding last-minute choices on the road, radio connects QSR brands with consumers in real time. Its ability to spark cravings, deliver timely messaging, and meet audiences in their moment of need makes it not just relevant, but essential, for quick-serve restaurant success.”