Quick Service Restaurant

Who Should Your Restaurant Market To?

It’s no secret that segmentation in marketing is key. Whether you company is looking to optimize products or advertisements to specific audiences, knowing the personal differences between your audience can give you a necessary advantage over your competitors.

One area where competition is at a high point is with restaurants, where succeeding in the business can lead to tremendous growth. As you may have heard, we at Response Labs are certainly fixated with how to optimize digital strategy for restaurants.

So when we came across a research study highlighted in QSR Magazine by ad-solution company Viant, entitled “Demystifying Quick-Service Restaurant Customers” we had to dig in!

The Study

Using location data, transaction data, and machine learning, the goal of the study was to better understand the industry’s guests by analyzing demographics and marketing tactics.

“How consumers find a restaurant, and ultimately choose to order or dine in has changed dramatically over the years,” said Jon Schulz, CMO at Viant. “For [quick-serves] to stay competitive when consumers have so many more options available at their fingertips, they have to understand their customers, and their competitors more than ever.”

Viant analyzed their data and presented their findings after segmentation. The five segments were “Breakfast Buyers,” “Lunchtime Loyalists,” “Primetime Patrons,” “Weekenders,” and “Devoted Diners.”

We highly recommend reading the full study and the breakdown in QSR Magazine for yourself.


Some of the key findings in the study:

  • Not all diners respond to the same types of media. Depending on the segment you’re trying to reach, it might make sense to lean heavier on desktop ads versus mobile ads.
  • Desktop impressions are twice as likely to drive the Breakfast Buyers segment’s visits compared to mobile
  • The Lunchtime Loyalists segment love their big vehicles—they are 42 percent more likely to drive an SUV to pick up their favorite foods.

For good measure, here were some of the wackiest findings in their study:

  • Lunchtime Loyalists were 29% more likely to purchase a Coca-Cola than the other segments.
  • Devoted Diners were 18% more likely to watch The Voice than any other group.
  • The Weekenders were 30% more likely to watch NCAA Football than any other group.


Adam Romanofsky
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