Audio Advertising: What Multicultural QSR Consumers Crave

The percentage of US residents who identify as multicultural is growing fast—and so is their buying power. In fact, 65% of all expenditure growth comes from multicultural consumers. And the expected buying power from multicultural consumers in 2025 is $7T.

In the simplest terms? Multicultural marketing is growth marketing. And quick-service restaurants (QSRs) are poised to be a big part of that spending, with QSR patronage surging among Spanish-speaking, African American, and Asian American consumers.

Multicultural Consumers and Influence Go Hand-in-Hand

Multicultural consumers’ cultural influence is evident across the marketplace. For example, Latin music is now the fastest-growing genre in the US, and multicultural audiences routinely set new trends in food, fashion, and digital culture. Their preferences and behaviors are increasingly mirrored by the general population, making multicultural consumers not just a segment to target but the trendsetters for tomorrow’s mainstream.

Influence and growth are especially evident trends in the QSR industry. And alongside that growth in multicultural QSR interest is a growth in podcast and digital audio consumption from the same audience. These audiences repeatedly report that audio helps influence product consideration, favorable brand perception, and purchase decisions.

Why Multicultural Consumers Are the Key to QSR Growth

This audience’s influence and engagement is consistent in all the ways they show up. When they’re not tuning in to their favorite audio content, they’re often engaging with QSR brands. Among multicultural consumers, weekly delivery and pick-up orders are the norm.

Overall, multicultural consumers are driving the expansion of QSR brands into digital ordering and delivery tools—being 12% more likely to use QSR apps and 27% more likely to turn to third-party platforms like Uber Eats and DoorDash than general audiences. Young multicultural consumers (18-24) are 13% more likely to use five or more QSR apps. This digital engagement is especially pronounced among Black and Asian consumers.

When you combine that with the fact that (as we mentioned earlier) their buying power is expected to hit $7T this year, along with the fact that Hispanic Americans are projected to spend $33.3B on fast food in 2025,   the imperative for QSR brands is clear.

Why Audio Advertising Is a Powerful Channel for Multicultural QSR Audiences

While these populations are leading the growth in the QSR industry, they’re simultaneously responsible for a large chunk of growth in audio consumption. For instance, Black and Hispanic podcast listening has surged in recent years. Latino monthly podcast listenership grew 79% from 2020 to 2024, and Black listenership increased by 45%—compare that to just 27% growth from the general podcast audience over the same period. And in today’s tightened social and economic environment—where QSR consumers are feeling more pressure, becoming more selective, and prioritizing brands they trust—audio’s ability to meet people in their most receptive moments matters even more.

The Audience Is Highly Engaged

Moreover, these audiences are highly engaged—over 60% of Black weekly podcast listeners have recommended a product after hearing a podcast ad, and over 50% have made a purchase.

This is partly because audio plays a meaningful role in how multicultural audiences navigate moments of uncertainty:

• 66% of Black consumers say audio is one of their main sources of information during uncertain times

• 71% of Hispanics seek out uplifting or positive music or podcasts when they feel overwhelmed

• 68% of Black consumers say audio helps them stay informed without feeling overwhelmed

These behaviors reflect not just engagement, but a deeper reliance on audio as a trusted and stabilizing medium—especially relevant when consumers are making more deliberate choices about where to spend.

And they aren’t just listening a little. Multicultural audiences, in general, are immersing themselves for four or more hours each day. In fact, more than three in four multicultural consumers listen to audio content during their QSR journey.

How to Create an Audio Advertising Campaign That Wins With Multicultural QSR Consumers

The bottom line is that audio is a proven driver of QSR consideration among multicultural audiences. Just consider the percentage of multicultural listeners who were inspired to try a fast-food product or restaurant after hearing an audio ad is remarkably high:

• Asian Americans 18+: 70%

• Hispanic Americans 18+: 66%

• African Americans 18+: 64%

Tips for Success

Create ads that resonate: Over 80% of multicultural consumers show a stronger affinity toward culture-specific ads. These audiences want more than blanket promotions—they’re looking for tailored rewards and personalized offers.

Highlight what they’re interested in: Multicultural consumers are tuning into savings, with many using loyalty programs and visiting more often due to deals and promotions. Limited-time and members-only menu items are a key draw for multicultural consumers overall.

Give them a deal: Meal deals and bundles are especially appealing to multicultural audiences, and BOGO or two-for-one deals resonate strongly with multicultural audiences aged 18-24.

Reward returns: Freebies and special offers fuel repeat visits. Whether it’s birthday gifts, free menu items, or accumulating points for future rewards, loyalty programs drive consistent engagement.

Partner with Us to Make Your Audio Advertising Work Harder

SiriusXM Media offers unmatched reach and engagement among multicultural audiences, with 48M monthly unique visitors across Hispanic, Black, and Asian American segments, and 87% of our streaming audio listeners are ad-supported. We deliver best-in-class targeting rooted in culturally relevant and contextual spaces, and more than half of brand investment from our advertising partners goes straight to diverse creators.

Ready to connect with us to craft a QSR campaign that influences multicultural listeners? Let's talk.

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