Cravings on Cue: How QSR Brands Can Win With Podcasts

Fast food isn’t an occasional indulgence for podcast listeners. In the past three months alone, 87% of podcast listeners have visited, ordered pickup, or ordered delivery from a fast food restaurant. 1 New findings from a SiriusXM Media Soundboard study on QSR habits, key occasions, and decision drivers show that podcast listeners are making in-the-moment fast food decisions, and audio is right there with them. If you’re aiming to turn cravings into conversions, this is the audience and channel to prioritize.

Right time, right meal, right message

With podcast listeners making meal decisions on the fly, timing becomes a major competitive advantage for QSR brands. Nearly three in four listeners (72%) decide what and where to eat “in the moment” as they move throughout their day. 1 When you break down when fast food purchases happen and what those “in-the-moment” decisions are, it becomes clear where brands can have the greatest impact. 

Core meal occasions drive the majority of decisions, with dinner (67%) and lunch (66%) leading the way for podcast listeners. During these core “meal moments,” podcast listeners are ordering everything from fries, to burgers, to chicken sandwiches, to pizza, to burrito bowls, to tacos. 1 This data points to key consumption moments where podcast creatives can emphasize easy in-app ordering, meal deals, value menu items, and limited-time offers or discounts. 

At the same time, beverages (37%) and breakfast (30%) represent meaningful growth opportunities in the fast food category. Because beverages are already central to the QSR experience, they provide an easy and effective way for brands to integrate into everyday ordering moments. Nearly three in four podcast listeners (73%) say they consume any type of beverage from fast food restaurants, including coffee, tea, soft drinks, and specialty drinks. 

But even more compelling for advertisers, beverage intent among podcast listeners is high. More than three in four podcast listeners (76%) are interested in ordering beverages from fast food restaurants and more than two in three (68%) are interested in ordering any coffee drinks. With podcast listeners being strongly interested in specialty coffee (40%) and seasonal beverages (36%), brands have the flexibility to activate drink-focused messaging year-round (not just pumpkin spice latte season), tapping into seasonal moments or the morning commute to reach a captive audience and drive incremental foot traffic. 1

QSR wins in real-world moments

Podcast listeners choose fast food restaurants because they fit into real life. The biggest ordering occasions are rooted in convenience: traveling (52%), running errands/shopping (48%), and taking a break from home cooking (46%). However, podcast listeners are also leaning into moments of a personal reward—treating themselves (42%), satisfying a craving (42%), or relaxing after a busy day (41%). 1 How podcast listeners order reflects this on-the-go mindset. 

Make your app the crave-worthy choice

QSR app usage is widespread. Nearly seven in 10 podcast listeners (68%) have used a QSR app, including fast food brand apps (59%) and third-party delivery apps (28%). On average, they have more than three fast food apps on their phone. 1 And what they look for in those apps makes their expectations clear, and brands should take note. Podcast listeners want apps that save time, deliver value, reward loyalty, and provide personalized perks. 

Audio: The always-on companion across QSR moments

QSR moments are already audio-on moments. In fact, 90% of podcast listeners say they listen to audio content during at least one QSR-related occasion, most notably in the car on the way to a fast food restaurant (81%). But the opportunity for brands extends well beyond the drive-thru line.  Audio is also present at home before ordering (37%), while placing a pickup/delivery order (35%), while eating at home (32%), and while at work before picking up fast food (30%). 1 The takeaway for brands is clear: Audio has the power to influence every stage of the QSR journey, from consideration to conversion.

So what actually moves listeners from hearing an ad to placing an order? Craveable, relevant messaging. Six in 10 podcast listeners say sonic elements in an audio ad could inspire them to visit or order from a QSR, like the sizzle of a grill, the fizz of a carbonated drink, or a familiar jingle. 1The winning combo? Mouthwatering audio, relevant menu callouts, and a credible personal endorsement from a trusted voice.

The QSR conversion playbook 

When fast food decisions are happening in audio-first moments, the playbook for advertisers is simple:

• Strike when hunger does: Show up when hunger hits, especially during in-car moments

• Reel them in: Lead with a specific menu hook featuring the item they’ll crave

• Differentiate your brand: Use audio cues that stick, like sonic branding, distinctive sounds, and memorable slogans

• Promote rewards and incentives: Leverage the app, promoting order-ahead, rewards, and loyalty points

• Lean on familiar voices and faces: Use trusted voices to reinforce credibility and drive a clear call to action

Ultimately, the brands that win will be the ones that sound irresistible at the exact moment the decision is being made. If you’re ready to order impact, SiriusXM Media has a value menu worth ordering from. Let’s talk.

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