Author: Victor Texcucano, Content Coordinator, RAB
Whether it’s teens grabbing a cheeseburger after school, commuters picking up a breakfast sandwich on the way to work or college students satisfying a late-night craving, fast food restaurants have become a go-to for consumers looking for something quick, convenient and satisfying.
Fast food brands are succeeding during a time of cautious consumers, extreme competition and evolving tastes. However, IBISWorld estimates that, as of July of this year, the fast food restaurant industry has an annual revenue of $423.7 billion. Additionally, Forbes reported that Q1 data from major fast food retailers like Chipotle and Yum! Brands show that sales are up in 2026.
Despite the increase in sales, fast food operators are facing challenges. Value and pricing are forefront to fast food diners’ minds, according to a January 2026 Forbes article. Yet, food away from home rose by about 6% over the last two years, driven by labor and ingredient costs, according to the Consumer Price Index. In contrast, food at home has risen by 3% over the same period.
In an economy where prices are rising fast, it is crucial for fast food operators to use their advertising to promote value and deals to consumers in their areas. Historically, consumers have turned to fast food restaurants to provide good food at a reasonable price. These days, consumers face increased fuel costs, higher grocery bills and rising utility bills. Consumers long to hear about the offers and deals at their preferred fast food restaurant.
Convenience is another important factor driving fast food sales. Consumers are hungry not just for good food, but for convenience. The average wait time of a fast food restaurant is 3-5 minutes versus 15-25 at a typical sit-down restaurant per ScanQueue.
With rising costs, varied appetites and competition to entice the discerning palates of today’s cost-conscious consumers, fast food operators need a medium that not only connects but one that can easily deliver multiple messages during a campaign period.
Broadcast radio is the best way to reach fast food consumers. Radio reaches eight out of 10 adults who have ordered fast food three or more times in the past month, per MRI-Simmons. And radio reaches 41% of adults who have dined at a fast food restaurant nine or more times in the past month!
Like radio, meals from fast food restaurants can be enjoyed conveniently while on-the-go. Thirty-two percent of radio listeners say fast food fits their busy lifestyle and 33% say they often eat meals on the run. When it comes to convenience, thirty-seven percent of radio listeners say sometimes, they’d rather pick up a quick meal to forego cooking.
To connect with these radio listeners, fast food operators are encouraged to address within their messaging those items that are important to fast food patrons. These radio listeners are looking to save money – more than half of radio listeners stated that they can be swayed to try new food items when coupons are available. Forty-three percent will rely on mobile coupons or deals, per MRI-Simmons.
Radio listeners enjoy both the dining in experience and the convenience of preordering food to go. MRI-Simmons data also shows that sixty-eight percent of radio listeners have ordered fast food onsite at a restaurant in the last six months. They are also 5% more likely than the average consumer to use a restaurant’s app to order food and 6% more likely to use a restaurant’s website to do so.
Radio listeners are also mindful of what they eat. Advertisers in the fast food category should highlight healthier menu options to appeal to those more finicky eaters. Eight out of 10 radio listeners like to see healthier food options at fast food restaurants. This is an important consideration for those restaurants who also serve breakfast, as 60% try to eat a healthy breakfast daily.
For fast food operators, satisfying today’s consumer means delivering on more than just taste. Diners are looking for value, convenience, choices that fit their lifestyles and, increasingly, options that fit their eating preferences. Advertising should remind them that they don’t have to choose one over another.
Radio gives fast food operators the flexibility to tell those different stories throughout the day. A breakfast offer during the morning commute, a value message as lunchtime approaches or a late-night deal can reach consumers when hunger and the decision about where to eat may be top of mind. Add mobile offers, apps and online ordering to the mix, and radio can help turn that craving into action.
Whether it’s breakfast on the way to work, lunch between meetings or that late-night cheeseburger, consumers are looking for something that’s quick, convenient and worth the money. Radio can remind them where to find it.
A SPECIAL NOTE: Radio continues to evolve beyond the dial. Today, personalities are podcasters, content creators and, as the OG influencers, continue to connect with audiences wherever they are. Radio’s content and information reach listeners on the go – live, via streams and on demand – creating experiences that connect audiences in new ways. As radio continues to evolve, so are we. Radio Matters is becoming THIS! Is Radio — The Blog because radio today is so much more.