What we know about QSR marketing in the US

Looks at QSR marketing in the US, including the impact that the COVID-19 pandemic has had on the industry and how brands have reacted.

Despite the multitude of QSR brands in the US, consumers are more loyal than in other countries. Quality creative, share of voice, and emotional and physiological appeals are the bedrock of effective creativity in the category. Celebrity partnership has also proved very effective. The COVID-19 pandemic has had a profound effect on the industry, with brands reacting in a number of ways: pivoting to digital marketing and mobile apps, including third party delivery services; using real-time insight to shape relevant activations; messaging that addresses the health and social consequences of the pandemic; and investing for the long-term despite the revenue...

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