Add Podcasts to QSR Campaigns for a Taste of Success

Think of the last time you ordered from a quick-service restaurant (QSR). Was it last night or even this morning? QSRs thrive on their ability to attract and retain customers by delivering convenience, speed, and crave-worthy eats. Despite recent economic challenges and inflationary pressures, the QSR industry has demonstrated remarkable resilience over the last few years. Given the competitive nature of the industry, QSR advertisers must seek innovative ways to (re)engage with their target audiences.

One of these avenues is leveraging podcasts, of which listenership shows continuous momentum YoY, with monthly listenership growing +12% in 2024, reaching 135M Americans. This expansive, diverse, and engaged audience presents a valuable opportunity for QSR advertisers to reach consumers at the point of purchase. The unique attributes of podcasts—targeted reach, listener engagement flexibility, and the potential for real-time influence—make it an ideal channel for QSR brands. However, advertisers are significantly underinvested in podcasts, despite research showing the medium’s core audience closely aligns with their customers. So, why should you invest in podcasts? Let’s satisfy your curiosity and dig in to the data. 

Listeners by Day, QSR Fans by Bite

As podcast listeners navigate their busy lives, many find themselves in need of quick, convenient meals. The fast-paced nature of podcast consumption—where episodes are playable with one click and entire seasons are waiting to be binged—parallels the convenience of QSRs. This synergy creates a natural pairing—88% of podcast listeners have visited, ordered pickup, or ordered delivery from a quick-service restaurant in the past three months and 40% eat at one weekly or more frequently. With 74% of podcast listeners stating they decide where or what to eat in the moment, there’s no “bad” time to target intenders. In fact, among those same podcast listeners, 68% say they’re  at home when making that in-the-moment decision, 66% say they’re in their car, and 41% say they’re at work. But what factors influence where or what they’re going to eat? 

QSR Fix, Podcasts in the Mix 

QSR advertisers have a unique advantage in targeting podcast listeners. Many podcasts offer dynamic ad insertion, meaning brands can tailor their messages based on listener demographics, preferences, and location. Through category-level targeting at the show level, and predictive audience targeting, brands can pinpoint consumers with specific interests or behaviors, a fool-proof approach to ensure the right audience hears your message. 

With a strong correlation between podcast listening times and QSR cravings, it’s no surprise that 79% of podcast listeners report they consume audio content, such as music or podcasts, while driving to these establishments. Advertisers can home in on their most valuable in-market audiences throughout the day, especially during key decision-making moments, with mouth-watering brand messaging influencing listener intent (or their next meal purchase….). 

But what exactly are they eating? Consumers are munching on everything from burgers, to fries, to chicken sandwiches, pizza, tacos, and even coffee/tea. By understanding the behaviors and preferences of their customers, brands can craft innovative campaigns that resonate with listeners, capitalizing on the convenience and enjoyment that both podcasts and fast food offer. 

The Trusted Voice When Making a Choice 

Podcasts are unlike traditional media channels, they create a space where listeners form deep, personal connections with the hosts. The bond between the host and listener has significant advantages for advertisers and is a powerful driver of advertising success. Through trust, authenticity, engagement, and loyalty, a host-read ad often feels like a personal recommendation rather than a sales pitch. But beyond trust and engagement, digital audio can amplify cravings in new and exciting ways, creating an immersive experience for the audience. Whether it’s the sound of a sizzling grill or a carbonated beverage fizzing, advertisers can elevate the listening experience with messaging and sounds that captivate the senses. In fact, 68% say hearing an ad in a podcast could inspire them to order from a QSR while 49% say hearing certain sounds gives them cravings for food from quick-service restaurants.

From Mobile Media to Mobile Menus 

Over the last decade, consumers have embraced a mobile-centric lifestyle, fundamentally changing how we experience audio and order food. Consumers can easily search a vast library of engaging podcast content on a mobile app, anytime, anywhere. Similarly, the rise of food ordering and delivery apps has transformed the way consumers access and choose what to eat. And podcast listeners agree—70% have used a QSR app in the last 12 months to order food for pickup or delivery and have an average of over three  apps installed on their phone. This mobile shift has established a new standard that aligns with the fast-paced, tech-savvy consumer, bridging the gap between podcast listeners and QSR consumers and creating the perfect “value combo” for advertisers.  

Delivering Success with SiriusXM Media

Order up! A recent SiriusXM Media streaming and podcast campaign drove upper-middle funnel lifts for a food delivery app advertiser. To combine the premium targeting capabilities of streaming and the extensive scale of podcasts, the campaign leveraged a mix of streaming select mobile audio, streaming select mobile display, and podcast select placements. Lastly, the ads featured a mix of creatives with contextually relevant themes, sound effects, and a strong call-to-action more promote a limited-time offer and encourage listeners to visit the mobile app for more details.

Through advanced targeting capabilities and geo-targeting, the campaign successfully reached those between ages 18 and 34 in the Los Angeles Designated Market Area (DMA). And among those between ages 25 and 34, the campaign saw +7pts in ad recall, +6pts in aided brand awareness, and +6pts in brand favorability. 

For more on how you can deliver success with SiriusXM Media in your next digital audio campaign, take a look at this past DoorDash campaign—where we put streaming and podcasts to the test. Spoiler: Adding podcasts to this streaming campaign drove +70% incremental reach. 

Taste the Synergy

Podcast listeners, much like QSR consumers, value quick and accessible content that fits seamlessly into their routines. The parallels between listeners and consumers are so compelling, that you can even taste the synergy. If you’re ready for a taste of sweet success, let’s spark some cravings with a fresh campaign. Let’s talk.

Up Next on the Menu