Author: Annette Malave, SVP/Insights, RAB
During the pandemic, many businesses and industries had to learn to (dare I say) pivot, in order to keep their doors open and succeed. The restaurant industry not only pivoted but experienced a seismic shift in all aspects of business. From food to staffing, from menu items and customer service – the need to change was critical.
According to the National Restaurant Association, the restaurant and food service industry is expected to reach $1.5 trillion by the end of 2025. While nine out of 10 restaurant operators believe that on-premises dining will be competitive, they also believe that off-premises dining will continue to grow. Consumer preferences continue to impact how they do business.
As noted immediately after the pandemic, many consumers missed the experience of dining out and some were tired of discovering that secret hidden inner chef. Ninety percent of consumers enjoy going out to restaurants, according to the 2025 State of the Restaurant Industry. Dining out offers them experiences and flavors that they can’t get at home because most believe that restaurants are better places to try new cuisines and dishes.
Despite enjoying the experiences that come with dining in, consumers still want benefits such as options to grab a meal and go, loyalty rewards and value (aka discounts). But if a diner has a bad experience, that may be the last time the restaurant will be on their dining out list. Some of the things that deter a diner from patronizing a restaurant again are rude service, cold food, long wait times and sticky tables and menus.
So how can restaurants whet the appetites of potential diners? Use the medium that can generate the imagery of something sizzling on the grill, a cork popping or plates being served – broadcast radio. Radio reaches over 85% of all adults 18+ who dined at any sit-down restaurant or one tailored to a specific cuisine. And when it comes to diverse audiences, those numbers are even higher. Radio also reaches 86% of Hispanics and 91% of Blacks who have eaten at a sit-down restaurant in the past month.
An additional benefit of including radio as part of the media mix is its ability to drive traffic to a restaurant’s website for potential patrons to peruse the menu or make online reservations. In an analysis of radio advertising activity across a combined 208 restaurant advertisers, radio generated 7.4% lift in website traffic. This lift translated to four visits per every spot aired and over 15% increase in website activity when the radio campaigns were on air.
The day of the week that experienced higher lift for this category was overwhelmingly Saturday. Sunday followed, driving 65% of Saturday’s activity. And just like the saying, “timing is everything,” especially when it comes to which dayparts drive website traffic. Afternoon (or PM Drive) is the most successful at whetting a consumer’s appetite for a dining opportunity, driving two new website visits for every spot aired. Middays served as the second most effective daypart.
As stated earlier, the competition among restaurants will continue to be strong. Restaurant operators and owners will want to reach potential diners and share the flavors and experience offered at their establishment. Radio not only serves as a great local medium to deliver that information but also as a driver to their websites. Radio IS the best at whetting a consumer’s appetite for meals.
Click here to view the full analysis.