engagement

Voice of the Consumer Survey 2024

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PwC's 2024 Voice of the Consumer Survey reveals a growing consumer trust gap in brands amidst escalating financial, ecological, and technological disruptions. Companies must focus on six key imperatives to build trust: connect with eco-conscious consumers, reflect wellness desires in products, balance social media engagement with credibility concerns, safeguard personal data, meet value expectations amidst inflation, and responsibly incorporate AI. The survey, involving over 20,000 consumers globally, highlights increased environmental awareness, the need for transparency in food and product choices, and the rising expectation for brands to act responsibly for both society and the environment. Trust is increasingly viewed as essential for growth and market share in an expanding consumer class.

https://www.pwc.com/gx/en/issues/c-suite-insights/voice-of-the-consumer-survey.html

Value for QSR Customers Means More Than Just Price

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QSRs must go beyond price to engage customers effectively. In 2025, preferences shift towards personalized and rewarding experiences as dining becomes more competitive. Relying on discounts attracted customers but failed to foster loyalty. Future strategies should include enhancing in-person experiences, introducing seasonal and unique menu items, and creating promotions tied to community events. Integrating physical and digital interactions will strengthen customer relationships and drive repeat visits, ensuring QSRs remain relevant and appealing.

https://www.qsrmagazine.com/story/value-for-qsr-customers-means-more-than-just-price/

How C-stores Can Pull Loyalty From QSRs

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C-stores can attract loyalty from quick service restaurants (QSRs) by offering strong value through meal deals and quality food. A recent report indicates a significant shift in consumer preferences toward c-stores and grocery eateries, driven primarily by food quality rather than cost. Despite c-stores gaining traction, many consumers still perceive better value in QSRs. C-stores are focusing on improving food offerings and introducing meal deals to enhance their appeal and compete effectively with fast food chains.

https://www.cstoredive.com/news/c-stores-loyalty-qsrs-tillster/745569/

Value Is the New Battleground for Loyalty

TLDR: A third of diners changed favorite restaurants in the past year, seeking “better food” (46%) and “better value” (40%). Loyalty is declining as brands try new offers and tech. Diners desire overall experiences, not just low prices. Key insights: 45% visit less due to rising costs; 61% want more kiosks; 60% accept voice AI orders. Operators must focus on value through quality, convenience, and personalization to retain customers as loyalty shifts and spending habits evolve.

https://modernrestaurantmanagement.com/value-is-the-new-battleground-for-loyalty/

How QSR Brands Can Tap Into the Gaming Market

QSR brands can capitalize on the booming gaming market, which generated $185 billion in 2022 and has a broad audience of 3 billion players. Mobile gaming offers unique advertising opportunities, engaging users in a positive mindset, making them receptive to brand messages. A significant percentage of mobile gamers frequent fast-food restaurants, making in-game ads effective for driving traffic through promotions and location-based offerings. QSR marketers should leverage diverse ad formats and integrate campaigns across channels, emphasizing non-intrusive placements like audio ads for greater engagement. Early adopters of in-game advertising can significantly enhance brand visibility in this underutilized market segment.

https://www.qsrmagazine.com/story/how-qsr-brands-can-tap-into-the-gaming-market/

The Future of McDonald’s Marketing: Personalized, Global, and Interactive

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McDonald's has always been a marketing powerhouse, but they are kicking things up with new strategies focused on personalization, global campaigns, and increased customer engagement. A recent Nation's Restaurant News article outlined that McDonald's is leveraging a massive $200 million “marketing war chest” to accelerate growth from the pandemic.

Some of their recent viral campaigns, like the Travis Scott meal deal and Cactus Plant Flea Market adult Happy Meals, show that McDonald's has its finger on the pulse of pop culture. By partnering with relevant celebrities and brands, they capture attention and keep the brand in mind, especially for younger demographics.

More Personalized Offerings

Looking ahead, McDonald's plans to connect more deeply with customers by offering personalized promotions, exclusive content and products, and gamified brand experiences. Imagine getting surprise offers for your favorite McDonald's order delivered right to your phone when you're in the area—or playing a McDonald's-themed mobile game to earn points towards food and merchandise.

These digital efforts will allow McDonald's to tailor offerings based on individual preferences and behaviors. The data they gather from online and mobile interactions will likely inform even more relevant 1:1 marketing.

Bigger Global Campaigns

Simultaneously, McDonald's is focused on taking more of a “One McDonald's Way” approach to marketing. Rather than varied regional strategies, branding, and messaging will be unified across international markets.

The recent FIFA World Cup sponsorship brought this global approach to life. McDonald's leveraged this major sporting event to connect with fans worldwide through shared experiences centered around their brand.

More Interactive Engagement

Finally, McDonald's hints at more interactive digital and in-person customer experiences. Imagine special events at local restaurants, cooking classes for kids, or new ways to engage across social channels.

As one of the world's largest toy distributors through Happy Meals, McDonald's certainly knows how to keep families entertained. They now aim to create more memorable, interactive brand moments for fans of all ages.

McDonald's has the scale, data, and marketing capabilities to lead the next generation of personalized, global, and interactive advertising. These consumer-centric strategies will likely drive profits while making the Golden Arches more relevant than ever. One thing is sure – with a “marketing war chest” like theirs, McDonald's will continue innovating ways to connect with customers and dominate market share worldwide.

https://www.nrn.com/top-500-restaurants/personalization-globalization-engagement-look-whats-next-mcdonald-s-marketing

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