Whereas TV was a big part of the advertising mix for national chains and larger regional chains, the shift to off-premise will force restaurant brands to lean much more heavily into digital advertising channels than ever before.
The trend/insight:
Restaurants will easily be able to track conversions from online visibility to online orders as a key metric. The brands who do continue to use TV will determine how to make outcome-based TV buying work.
The opportunity:
Brands should increase digital advertising on multiple channels to reach consumers.
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