QSR Pandemic Messaging Focused on Empathy and Convenience Wins Consumer Engagement

QSR brands that quickly adapted television advertising campaigns with messaging to respond to the pandemic saw this strategy pay off with greater consumer engagement, according to EDO, an advertising insights and analytics company that specializes in search engagement.“QSR brands were already very offer-driven and had been promoting delivery through services like Uber Eats and Doordash, so they were better positioned to adapt and respond during this crisis, said Kevin Krim, President & CEO of EDO. “The challenge – and opportunity – for those in the Casual/Midscale category is to be more nimble so that they can also pivot quickly in response to changing circumstances. Having real-time data about how consumers are engaging with their ads can help them do that.” 

A key combination that proved particularly successful for a number of brands was: expressing empathy and understanding of the challenging times; offering consumers a great deal; and offering convenient and safe pickup…