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QSR and Restaurants: Trends and Best Practices

What does the QSR and restaurant industry landscape look like? What are some examples of successful QSR marketing campaigns?

By Josch Chodakowsky, Joanna Fragopoulos    July 15, 2026    

The quick-service restaurant (QSR) and fast casual restaurant industry is facing growing challenges, notably centered around increasing food prices, thin margins, waning customer loyalty, and competition. For instance, a BCG survey reported that a third are cutting back on dining out over the last six months; it doesn't help that BCG also found that restaurant prices have skyrocketed 40 percent since 2019.

This change has been spread across various demographics as consumers weigh value and worth when making choices. The problem for marketers? Proving worth and value and illustrating the value of a dining experience are far from easy. Focusing on reliability and consistent quality are ways companies can mitigate this pain point before marketing comes into play. It doesn't help, also, that 77 percent of customers experienced a product or service problem in the past year, according to CCMC — so QSRs should keep this in mind when enhancing experiences and maintaining consistency.

When it comes to marketing, Harmelin Media recommended that QSR brands focus on segmentation and personalized marketing, stating that as businesses "build stronger first-party data and personalization capabilities, media will become more audience-driven and dynamically tailored to individual behaviors, preferences, and purchase patterns. QSR brands are no longer simply competing on food, price, or convenience but rather on the sophistication of their digital ecosystems. Success will increasingly depend on the ability to combine operational technology with smarter media activation to create more personalized, frictionless, and habit-forming customer experiences across the full funnel."

Further, leveraging emotions through new offerings, limited edition items, games, cultural relevance, nostalgia, and cultivated buzz all help to engage customers in new, fun, and exciting ways. Recent examples include McDonald's garnering engagement and interest with a new sauce and a three-day pop-up truck in New York City, as well as Red Lobster creating a new menu with Flavor Flav.

Nichole Robillard, CMO at Red Lobster, noted at an ANA event that "it's not enough to just be out there combing the social conversation but to understand what people are saying about your brand. Your fans need to know that you're listening, that their ideas and their opinions matter, that you hear them and they have a voice. And that's really been important for us as we've been able to build a community."

Below are resources curated to help marketers better engage with QSR and restaurant customers.

Best Practices and Trends

Consider the following resources on trends and best practices relating to the QSR and restaurant industry.

June 2026  QSR Trends: Growth Is Being Reshaped by Value, AI, and Core Brand Reinvention (Harmelin Media, June 2026). As per the piece, "The industry is shifting away from traffic-at-all-costs strategies as operators face margin pressure and rising food costs. Restaurant marketers are increasingly prioritizing Average Order Value (AOV), premium attachments, and profitable guest behavior over pure traffic growth. Consumers are willing to spend, but only when the experience feels justified."

Study: Coffee, Beverage Chains Seeing Most Success in QSR Sector (Chain Store Age, June 2026). As per the piece, "Quick-serve snack and beverage chains have seen sales rise nearly 6 percent so far this year. Quick-serve restaurants are seeing increased spending from consumers as value continues to be important."

NRA: Over 25 Percent of Restaurant Operators Use AI (Restaurant Dive, February 2026). As per the piece, "Twenty-six percent of restaurant operators say they are using artificial intelligence-related tools at their restaurants, according to the National Restaurant Association's State of the Restaurant Industry 2026 report released in February." The piece also notes that marketing is "the top area where AI tools are being used: 19% of full-service operators and 15% of limited-service operators said they use AI to assist with marketing."

What Diners Want and How Restaurants Can Win Them Back (BCG, February 2026). As per the piece, "As U.S. consumers pull back on dining out, winning brands are growing by redefining value—across quality, service, experience, and personalization. According to a BCG survey of 6,000 consumers, roughly a third said that over the past six months they have cut back on what they spend on restaurant food. Higher prices are a key reason why people report not eating out as often and spending less when they do. To succeed, restaurants should use their brand's value proposition as a north star to guide their growth strategy and then evaluate the best actions to take throughout their operations to support it."

How QSRs are Building on Value Marketing with Pop Culture, Nostalgia (Marketing Dive, February 2026). As per the piece, "Fast food chains have spent the last few years competing around value as economic pressures continue to stoke uncertainty and uneasiness in consumers. But as lowered prices cut into already tight profit margins and casual chains continue to make gains with value-minded diners, fast food marketers will have to move beyond price-point value to drive sales and traffic. An analysis of recent earnings reports by fast food chains demonstrates how successful such multifaceted marketing strategies have been, while hinting at what is coming down the pike this year."

What U.S. Consumers Want from Restaurants in 2026 (McKinsey, January 2026). As the piece states, "After years of steady gains, the U.S. restaurant sector may be reaching a turning point. Although food away from home now accounts for more than half of U.S. food and beverage spending, growth is plateauing as persistent inflation, tariffs, and economic uncertainty are forcing diners to rethink the value of every restaurant visit."

The report also "confirms that value and pricing remain at the forefront of consumers' minds—but are not the only factors reshaping demand. Health considerations, channel shifts, and generational preferences are all influencing how and where diners choose to spend, creating both risks and opportunities for restaurant operators. This article explores how U.S. consumers feel about their dining experiences, where they intend to shift their spending, and what restaurant players across categories can do to regain momentum."

3 Challenges and Opportunities for the Restaurant Industry in 2026 (QSR Magazine, January 2026). As the piece states, "This year is bringing significant challenges for operators in the quick-service restaurant industry. Some may come as a surprise, and some are a continuation of the biggest hurdles in recent years, like new laws, increasing threats, and economic pressures that aren't letting up create a perfect storm capable of taking down even the most beloved brands and restaurant locations. Sustainable growth and success in this highly competitive landscape requires extensive planning and, ideally, a cross-disciplinary team of advisers familiar with the QSR space. This article looks at some of the biggest challenges facing QSRs today and practical guidance on how to navigate them."

The QSR Growth Playbook: Strategies to Win in 2026 (Numerator, January 2026). As the piece notes, "Q4 2025 was a pivotal quarter for the quick-service restaurant (QSR) industry. Rising competition, cautious consumer spending, and shifting expectations around digital convenience forced brands to rethink how they attract, retain and grow their guest base. Against this backdrop, Numerator delivered a regular schedule of high-impact consumer insights—from limited-time menu innovations to macro foodservice trends and the continued evolution of loyalty ecosystems—and launched Insights to Grow, a thought leadership series designed to help QSR leaders anticipate where guests are headed and how to meet them there. Reviewed together, this research reveals a clear picture of the strategies that will be most effective in driving growth."

What's the Restaurant Industry Outlook for 2026? (Restaurant Dive, January 2026). As the piece states, "After a bruising year, restaurants face another spell of serious uncertainty. But there are bright spots in beverage innovation and casual dining, and diner spending may improve. Overall, the environment will grow more competitive as consumers constrain their spending and cutback on visits to preserve disposable income. In turn, this will put pressure on brands to find cost savings wherever they can, ensuring every transaction is a profitable one. Cheaper proteins, like chicken, offer a way to balance those savings with consumer demand for new, bold flavors and sauces. But diner price sensitivity will place a greater premium on perceived quality and health benefits, in addition to other definitions of value. Here, check out a roundup of Restaurant Dive articles digging into these trends and exploring analyst predictions for 2026."

Examples

Below are examples of marketing successfully to the QSR and restaurant industry.

McDonald's Stages an Experiential Sauce-Customization Event (ANA, November 2025). The primary objectives of the McDonald's "The Sauce Drawer" campaign were to build excitement for McDonald's new permanent menu item, McCrispy Strips, by highlighting their crave-worthy "dippability" and perfect pairing with the restaurant chain's iconic sauces; spark social buzz and word of mouth through consumer-generated content that made fans proud to share their custom sauce creations; and strengthen the restaurant brand's emotional connection with fans by turning a beloved ritual into a fun, hands-on brand experience.

Red Lobster's Brand Revival (ANA, November 2025). Few brands have lived more publicly through a crisis than Red Lobster. In May 2024, the iconic seafood restaurant filed for Chapter 11, facing declining traffic, a shifting casual dining landscape, and the weight of a legacy brand in need of fresh relevance. Just over a year later, the tides are turning, and the brand is building a clear path to sustained growth.

At the 2025 ANA Master of Marketing Conference, Red Lobster CMO Nichole Robillard and BarkleyOKRP CEO Katy Hornaday pulled back the curtain on the bold, inside-out transformation fueling one of the most closely watched comebacks in the restaurant industry. From operational overhauls and menu innovation to cultural repositioning and creative campaigns, they shared what it takes to restore trust, reignite guest love, and rebuild a brand in real time.

This Panda Express Campaign Drove Cultural Connection and In-Store Engagement (ANA, October 2025). Panda Express launched a culturally inspired campaign called "Lunarsgiving" to make Lunar New Year more accessible and inclusive for multicultural audiences, especially college students. The campaign reimagined traditional celebrations by introducing in-store experiences across Columbia, Mo., Tempe, Az., and Orlando, Fla., featuring symbolic foods, festive kits, and cultural décor.

By positioning itself as a cultural ambassador, Panda Express successfully bridged American Chinese traditions with broader U.S. audiences. The campaign generated significant earned media coverage, increased in-store traffic, and achieved strong engagement metrics, including a huge boost in sales and over 254 million earned media impressions.

Starbucks: A Case Study on Leveraging Emotions for Success (ANA, October 2025). Nothing heralds the shift from summer to fall quite like the annual release of the Starbucks' Pumpkin Spice Latte. So iconic that it now has its own Wikipedia page, merchandise and fan clubs, the beverage has been one of the coffee giant's most popular since its launch in 2003. So, what lies at the heart of this sweet success? A few standout behavioral biases have lent a hand.

A&W Breaks the Veggie Mold with Masala Burger Tailored for South Asian Vegetarians (ANA, October 2025). To reach an underserved South Asian audience, A&W launched a four-week integrated campaign spotlighting its new Masala Veggie Burger — a vegetarian burger inspired by authentic South Asian flavors. Through a mix of Hinglish (a blend of Hindi and English) creative, humorous storytelling, and bold visuals, the campaign resonated with consumers craving an authentic taste of home and positioned A&W as the go-to brand for genuine vegetarian options.

This Chinese Restaurant Chain Markets to Late-Night Diners (ANA, August 2025). The Chinese restaurant chain Haidilao created a late-night dining experience for post-event consumers.

How White Castle Facilitates Brand Engagement with Its Loyalty Program (ANA, March 2025). The QSR business is very competitive, and brands are fighting for share on every occasion, from breakfast to late at night. White Castle's Craver Nation rewards program allows the brand to connect with customers with personalized messaging to facilitate their engagement with the brand.

To differentiate the program, White Castle provides experiences that go beyond being simply transactional. For example, the chain offers branded merchandise and might invite Craver Nation members to a private tasting with a chef to try new products. Measurement compares reward members versus non-members, and the brand has been able to quantify that Craver Nation members do come more frequently than non-members and that the loyalty program generates a positive return. Lynn Blashford, CMO at White Castle, described Craver Nation's loyalty program and lessons learned from the journey.

Ponle Tu Extra: Celebrating Latino Heritage Through Food and Art (ANA, January 2025). Whataburger partnered with FPO Marketing to develop "Ponle Tu Extra," a multifaceted Hispanic Heritage Month celebration that connected food customization with cultural expression. The campaign centered on an agency-created music video and the "Latinos Extraordinarios" series, which showcased four artists and their unique stories. These artists' works were featured on the Whataburger Museum of Art (WMOA) website and social channels, creating a rich tapestry of content that celebrated Latino creativity and cultural pride.

Webinars and Podcasts

Below are examples of marketing successfully to QSR and fast-casual restaurant consumers.

Measuring What Matters: How Social Fits into an Omnichannel Strategy Built for Uncertainty (ANA, December 2025). When economic uncertainty leads to rapid shifts in consumer behavior, measurement isn't just helpful, it's essential. Marketers can't afford to rely on assumptions about which channels are driving results. As preferences and patterns change, advertisers need real-time, accurate insights to understand what's working so they can adapt strategies on the fly and ensure campaigns are driving measurable outcomes, especially across social platforms where ad spend continues to rise.

Heart, Humor, and Hype: How Panda Express Turned Storytelling into a 360° Brand Experience (ANA, November 2025). In today's crowded media landscape, brands that break through are the ones that make people feel something — and maybe even laugh. In this webinar, Panda Express VP of marketing Fabiola del Rio and opinionated director of strategy Dave Daines shared the inside story of how the "Have You Eaten Yet?" campaign used heartfelt cultural storytelling, karaoke-singing aunties, and a clear, confident brand position to turn a simple idea rooted in care into an emotionally resonant, category-defining moment. From viral videos and in-store activations to the internal culture that shaped the work, they unpacked how Panda Express embraced its identity as American Chinese comfort food and built a campaign that was as strategic as it was soulful.

Building Brand Love Through Legal Action (ANA, June 2024). When Deutsch LA and their partners at Taco Bell discovered "Taco Tuesday" was trademarked by another taco chain, so that they (and only they) were able to promote that glorious day, they felt an absolute injustice had been perpetrated against every taco lover in America (which is pretty much everyone in America). The trademark hindered other businesses, including small ones, from promoting Taco Tuesday. As the leading taco brand, Taco Bell felt that it was its duty to act on behalf of everyone's right to say, and celebrate, Taco Tuesday however, and more importantly wherever, they wanted. So, they filed a legal petition to challenge this gatekeeping trademark — and turned this legal action into a cultural movement by leveraging the legal filing as creative, activating lawfluencers to simplify legal jargon for consumers, and galvanized supporters by enlisting Taco Tuesday's biggest fan: none other than LeBron James.

In this webinar, Deutsch LA's EVP, managing director, Josh Jefferis, and Taco Bell's legal director, Anna Aberman, shared how they partnered to free the "Taco Tuesday" trademark for all who love tacos.

Last updated July 2026.