As Prices Go Up, So Does Audio Listening: Reach QSR Consumers

Economic shifts have become the new normal for American consumers. Rising food costs and inflation have created a perfect storm that's reshaping how people think about dining out. For quick service restaurant (QSR) brands, changing consumer behaviors and preferences present both challenges and opportunities. There’s a silver lining: Consumers are still dining out despite financial pressures.

To better understand how consumers are navigating the current economy, we partnered with DISQO to conduct a study on Americans, ages 18 to 54, who listen to digital audio monthly. With almost eight in 10 respondents reporting being impacted by inflation, the study reveals a compelling connection: As economic stress increases, digital audio increasingly becomes a lifeline. With this medium, QSR brands have a unique pathway to reach their target audiences during moments when consumers are most receptive to comfort, value, and connection.

Feeling the Weight of the Economy

It feels almost inevitable to see some sticker shock when dining out today. And the data paints a stark picture of consumer anxiety. A staggering 88% of listeners feel the effects of the economy on their spending at restaurants and fast food establishments. This coincides with broader industry trends showing declining QSR traffic while average check amounts increase—not because customers are ordering more but because menu prices continue to climb in response to rising costs.

Consumers’ economic concerns go beyond rising prices. Over seven in 10 respondents worry about a potential economic downturn, while 69% of them express general anxiety about the country's current state. These concerns intensify among key QSR audience segments: 72% of Hispanic respondents and 73% of LGBTQ+ respondents are worried about their family’s financial stability, compared to 65% of the general population.

Despite these pressures, consumers haven't abandoned QSRs. Instead, they're seeking value more than ever. From January to March 2025, compared the same period in 2024, searches for budget dining increased:

• “Meal deal" inquiries rose by 117% 

• "Value meal" searches rose by 22%

• "Cheap eats" queries increased by 21%

Audio Brings A Sense of Calm Amid Uncertain Times

As economic stress mounts, consumers are finding solace in a familiar place: their headphones, home speakers, and in-car entertainment. Digital audio has evolved into an essential tool for emotional well-being and stress management. Over seven in 10 listeners turn to audio to relax and disconnect from the noise of current events, while 69% actively seek out uplifting content to balance daily pressures. And perhaps most importantly, 57% say that audio allows them to stay informed without feeling overwhelmed. 

The emotional connection that audio promotes runs deeper than passive consumption. Audio provides what many consumers crave most right now: a sense of control and community during uncertain times. With 76% of respondents valuing self-care and 70% investing in experiences that bring comfort and joy, audio becomes more than entertainment but a daily support system.

Focus on These Key QSR Audiences

While economic pressure affects all consumers in various ways, three key audience segments continue to drive significant QSR traffic, representing the greatest growth opportunities for brands.

Multicultural 

Multicultural consumers demonstrate remarkable resilience and loyalty to QSRs. Nine in 10 diverse consumers have visited or ordered from a QSR in the past three months, showing continued engagement despite economic headwinds, according to a SiriusXM Media QSR soundboard study. Diverse groups also display optimism about their financial futures. Financial confidence is higher among Hispanic respondents (54%) and Black respondents (51%), outpacing the broader sample (45%).

LGBTQ+ 

LGBTQ+ consumers represent another vital audience segment, with one in three dining at or ordering from QSRs weekly. Though 73% of LGBTQ+ respondents worry about their family’s financial stability, this group remains an active and engaged QSR audience.

Gen Z 

Gen Z presents a compelling long-term, audience targeting opportunity. While 83% of respondents under age 35 report being directly impacted by inflation, this generation is positioning themselves for future prosperity and is on track to wield $12T in spending power by 2030. And among respondents between the ages of 18 and 34, 58% are more likely to take deliberate steps to build financial resilience, suggesting they may view current economic challenges as temporary rather than permanent obstacles.

What unites these audiences is their relationship with digital audio. They're not just consuming content—they're seeking connection, information, and emotional support (and finding all three). 

How Brands Can Move Forward 

Prioritize Audio's Role

With 79% of respondents using audio to reduce stress, and 69% actively seeking uplifting content, this medium fulfills multiple needs. Audio reaches consumers during highly personal moments—commutes, workouts, cooking, and wind-down routines—when they're most receptive to messages about comfort, convenience, and small indulgences. QSR brands should leverage relatable storytelling and culturally resonant content to build trust and authenticity during moments that matter. 

Lead with Empathy

Economic strain is real for QSR consumers. Brands must acknowledge this reality without exploiting it. Rather than creating aspirational messaging that feels out of touch, focus on empathetic, human-centered campaigns that demonstrate how your brand fits into customers' current financial priorities. Address economic concerns while highlighting budget-friendly solutions and long-term value.

Appeal to the Right Consumers

Multicultural, Gen Z, and LGBTQ+ consumers face economic pressures but remain optimistic and proactive about their financial futures. Tailor your campaigns to these communities with the help of audience targeting and acknowledge their resilience while speaking to their unique experiences and aspirations. Use culturally relevant storytelling that validates both challenges and acknowledges the resilience within these groups.

Reframe Value Using Emotion

As consumers redefine essential items, they continue prioritizing their emotional wellness in the form of self-care, entertainment, and experiences. Over seven in 10 respondents value self-care and 70% are investing in experiences that bring comfort and joy. Position your product as a smart indulgence or a meaningful act of self-care rather than a splurge—and offer temporary or exclusive deals to emphasize that you care about your audience’s economic relief. 

Satisfy Your Campaign Cravings with SiriusXM Media 

The data is clear: As prices rise, consumers turn to audio for relief. Economic uncertainty won't disappear overnight, but QSR brands have opportunities to connect with consumers who are still spending—just more thoughtfully and strategically. 

Audio advertising offers a unique pathway to reach QSR audiences during emotionally receptive moments, providing both the information and comfort they crave. QSR brands that meet them in this space with empathetic, value-focused messaging will build stronger connections and drive better results.

Ready to explore how audio can drive impact and influence for your QSR brand? Let's talk.

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