QSR Advertising Lags for LGBTQ+ Inclusivity

A recent study from Nielsen of Revry viewers reveals that the QSR/fast casual industry has some work to do to better engage with LGBTQ+ consumers. In particular, brands face a significant challenge when it comes to representation in their advertising: When asked what category best represents the community in advertising, a mere 2% of respondents cited the QSR/fast casual industry.

• More than one third of consumers reported eating at or ordering from quick-service or fast casual restaurants weekly, suggesting that this is a vital category for consistent engagement. 
• 26% of respondents have tried QSR/fast casual based on advertising. This presents a growth opportunity that could be driven by better tailored messaging and LGBTQ+ representation in advertising. 
• Six in ten consumers believe that QSR/fast casual brands need to support LGBTQ+ causes. 

For more insights around the QSR/fast casual category, download Revry’s LGBTQ+ Loyalty Unlocked report here.