Boosting Quick-Service Restaurant Holiday Sales through Contextual Audience Strategies
November 15, 2023
Authored by Danielle Hennes, Senior Product Marketing Manager
The holiday season is a time filled with festivity, togetherness, shopping and for quick-service restaurants (QSRs), a great opportunity to enhance sales and establish meaningful connections with customers. Interestingly, the period spanning from Halloween to Cyber Weekend stands out as one of the most pivotal periods for holiday sales.
According to the recent "2023 Deloitte Holiday Survey," consumers this year are inclined to step into physical stores, driven by the allure of attractive deals and the desire to dodge shipping costs this season. Retailers can seize this moment to capitalize on customer loyalty by providing adaptable checkout choices that accommodate shoppers' preferences for when and where they complete their purchases.
During this holiday season, QSRs experience a surge in customer traffic, resulting in a substantial uptick in dine-in and takeout orders. On average, per Google QSRs experience a 20-25% increase in sales between Thanksgiving and New Year's.
A recent study by the National Restaurant Association reveals that a significant 65% of holiday shoppers intend to dine at QSRs while on their shopping excursions. These establishments are favored for their convenience, affordability, and satisfying meal making them a popular choice for time-pressed shoppers. Notably, 47% of holiday shoppers regard QSRs as their preferred destination for a quick meal during shopping outings.
Also, QSRs are embracing technological advancements, offering services such as mobile ordering, delivery, and curbside pickup.It is estimated that during the holiday season, an anticipated 40% of QSR sales are expected to be generated through digital channels, underscoring the increasing influence of tech-savvy shoppers.
Dig in to Contextual Audience Strategies
Contextual audience strategies are all about delivering the right message to the right audience at the right time. By considering the context in which your audience encounters your content, you can create more relevant and personalized marketing campaigns. This approach is especially effective during the holiday season when customers are actively seeking special dining experiences and deals.
Here's how to leverage contextual audience strategies for your QSR:
Know Your Audience:
Start by understanding your target audience's preferences, behaviors, and motivations during the holiday season. Are they families looking for a convenient holiday meal, or are they individuals seeking a festive dining experience? By knowing your audience, you can tailor your offerings and marketing campaigns accordingly.
Segment Your Audience:
Utilize customer data to segment your audience into distinct groups based on their preferences and behaviors. For instance, create segments for families, solo diners, or holiday shoppers. Tailor your marketing efforts for each group, ensuring your messaging speaks directly to their needs and interests.
Run promotions during peak holiday shopping hours or offer early bird discounts for those looking to dine before a big holiday event. By aligning your marketing efforts with your audience's schedules, you increase the likelihood of capturing their attention.
Use your customer data to create personalized offers and recommendations. If a customer frequently orders a specific item, suggest it as part of a holiday meal deal. Offer discounts or promotions tailored to each customer's preferences, making them feel appreciated and more likely to order from your QSR during the holiday season.
Localize Your Approach:
Take advantage of location-based advertising to target nearby customers. Let them know that your QSR is conveniently located for their holiday shopping or festivities. Highlight curbside pickup or delivery options for added convenience.
Maximizing holiday sales for QSRs are all about connecting with your audience in a relevant and personalized way. Contextual audience strategies provide a powerful tool to achieve this goal. By understanding your audience, creating seasonal content, segmenting your audience, personalizing offers, timing your campaigns strategically, and localizing your approach, your QSR can ensure that the holiday season is not just a time of celebration but also of robust sales. Embrace these strategies and watch your QSR flourish during the most wonderful time of the year.