competitive

Why QSRs must move past competitive sparring in the COVID-19 era

For the past few years, quick service restaurant (QSR) brand marketing has been about snark, disruption, hijacking each other’s campaigns and sparring on social media. Amid significant competition in the category, sales pressure from fast-casual concepts, changing consumer tastes and the explosion of social media, QSRs have regularly resorted to aggressive tactics to break through cluttered communication channels.

But with the coronavirus pandemic causing a significant evolution in consumer needs and forcing marketers to change tactics — if not stop advertising altogether — the time for the usual approach is over, and might never return, according to several industry executives

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