Study: Queer audiences feel misrepresented in QSR ads
October 17, 2024
Revry, the LGBTQ+ streaming network, has released its latest audience insights for the Quick Service Restaurant (QSR) and Fast Casual categories, from Revry’s LGBTQ+ Streaming Audience Insights, powered by Nielsen. These findings offer an in-depth look at how LGBTQ+ consumers engage with brands in the fast food and fast casual dining sectors, underscoring the importance of inclusive advertising and brand support for the LGBTQ+ community.
According to the report, LGBTQ+ audiences are highly loyal consumers of QSR and Fast Casual brands, with over one-third dining at or ordering from these restaurants weekly. However, the report highlights a significant opportunity for brands in this sector to enhance their connection with LGBTQ+ customers through more inclusive and representative advertising strategies.
Key findings include:
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QSR Dining Frequency: LGBTQ+ consumers frequent QSR brands like McDonald’s and Taco Bell more often than Fast Casual restaurants, showing consistent engagement and the need for ongoing, relevant advertising.
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Representation Gap: Despite the high loyalty, 68 per cent of LGBTQ+ respondents feel misrepresented in QSR and Fast Casual advertising. This represents a major gap in the industry’s connection with this consumer segment, creating a need for brands to better reflect LGBTQ+ identities in their messaging.
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Advertising Influence: Over a quarter (26 per cent) of LGBTQ+ consumers have tried QSR and Fast Casual brands based on their advertisements, demonstrating the power of effective media placement. Brands that prioritise LGBTQ+ representation in their ads can leverage this influence to boost brand loyalty.
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Community Engagement: More than 6 in 10 LGBTQ+ viewers want QSR and Fast Casual brands to visibly support LGBTQ+ events, causes, and programming. Active support from brands not only builds credibility but also drives consumer trust and engagement.
“As we continue to analyse LGBTQ+ consumer behavior across various industries, it is evident that QSR and Fast Casual brands have an untapped potential to deepen their connection with LGBTQ+ audiences,” said Damian Pelliccione, CEO of Revry. “The loyalty of LGBTQ+ consumers is clear, and brands that demonstrate their commitment to inclusivity alongside LGBTQ+ programming will see significant long-term benefits.”
The data presented is part of Revry’s ongoing series of LGBTQ+ consumer insights, leveraging Nielsen’s comprehensive analysis of streaming audience behaviour. These insights are designed to provide advertisers with actionable strategies to engage LGBTQ+ viewers through tailored, representative and impactful advertising.