Though we spend most of our time focused on SMBs – and the evolving software that helps them run and market their businesses – another business class is a key part of the local commerce equation: multi-location businesses (MULOs). And a sizable MULO subsegment is quick-serve restaurants (QSR).
This segment is the topic of Tiger Pistol’s latest playbook. Entitled 2026 Local Advertising Planning Guide for QSR Brands, it dives into the local marketing tips and tactics that are specific to this high-value segment of the local economy. This is the third in Tiger Pistol’s latest series of marketing playbooks.
As for findings, the playbook details the key dynamics and challenges that are endemic to QSRs. For example, there are rising supply-chain costs, such as food items, and tighter margins all around. This translates to more efficient and automated marketing… which in turn translates to, you guessed it: AI.
“The power of automation is that it transforms intent into action.” Tiger Pistol VP of Client Success Sarah Cucchiara told Localogy Insider. “Franchisees want to participate. They just need a system that makes it effortless to do so.”
The Challenge
To further characterize the unique challenges facing QSRs, Tiger Pistol paints the picture through a few key data points. We’ve synthesized those, along with our own analysis, as follows
- Nearly seven in ten franchisees say rising costs and inflation are now their top business challenges.
- In addition to supply chain costs and inflation, marketing costs are higher than ever, given macro-trends in the broader ad tech and agency worlds.
- This exacerbates a longstanding challenge for QSRs – and all MULO businesses for that matter – which is to produce marketing creative and do so at scale across their many geographic locations.
- This can be crowdsourced for greater efficiency and impact (local voices in their own communities). But when it comes to that high-scale decentralized execution, national standards and brand consistency are challenging to maintain.
- On the bright side, demand for QSR is at a high point. QSR preference jumped from 16% to 27% in just one year among consumers, as they choose value, speed, and proximity over formality.
- This is partly due to the economy, as consumers hunt for deals. Sixty-two percent say limited-time offers motivate them to visit QSRs, and forty-eight percent participate in loyalty programs.
The Solution
So what does all the above mean in terms of practical and actionable steps for QSRs? When you add up all those factors and look at them together, it compels tools that help QSRs balance crowdsourced marketing by individual locations, with the need to maintain consistent brand messaging and quality.
That boils down to marketing tools that QSR brands can hand over to their locations. We’re talking everything from approved fonts and creative to templates for social campaigns. These can not only motivate local marketing activity by making it easier, but achieve that all-important brand consistency.
To wrap these principles around some real-world examples, Wendy’s activated TikTok campaigns directly from local accounts, resulting in 64% lower costs than benchmarks and reaching 78% of users under age 35. Ben & Jerry’s drove a 4× return on ad spend with location-targeted coupon campaigns.
Looking forward, this is the third of four guides from Tiger Pistol, as noted. We’ll profile each (see the first two here) and synthesize takeaways for the Localogyverse. “These guides show marketers what’s possible when you blend technology with local expertise to drive measurable growth,” said Cucchiara.
Header image credit: Zoshua Colah on Unsplash
