The fast-food industry is evolving quickly, and social media now plays a central role in influencing what—and where—people choose to eat. Snapchat, in collaboration with Publicis Media and NRG, has released a new report detailing how quick-service restaurants (QSRs) can leverage social platforms to drive customer engagement and increase sales.
Drawing on survey responses from 3,115 consumers in the United States, United Kingdom, France, Saudi Arabia, and Australia, the research reveals that visual content, personal recommendations, and artificial intelligence are powerful motivators for food-related purchases.
Visual Content Sparks Immediate Action
The study found that 76% of consumers say that seeing appetizing food posts on social media prompts them to make a purchase. The impact is even greater among Snapchat users, who are 2.7 times more likely to order from QSR brands via links shared by friends and family.
For marketers, this means that Snapchat QSR fast food marketing should prioritize eye-catching visuals. High-quality food photography and short, enticing videos can quickly turn a casual scroll into a confirmed order.
Peer Influence Builds Trust
According to the report, 70% of consumers are more willing to try new menu items if they see them shared by someone they know. This highlights the power of peer-to-peer influence, which is at the heart of Snapchat’s design.
Unlike platforms built around public posting, Snapchat fosters more private, personal interactions. Messages and snaps from friends carry greater credibility than branded ads, making them a valuable channel for organic product discovery.
Artificial Intelligence Simplifies Decision-Making
The research also points to the growing role of artificial intelligence in helping customers choose where to eat. 73% of respondents agree that AI makes it easier to discover new restaurants and menu items.
For QSR brands, incorporating AI into marketing strategies could mean:
- Personalized menu suggestions based on location and past orders
- Automated upsell prompts during online checkout
- AI-powered chat features for customer engagement
Snapchat already offers AI-driven search and location tools, making it possible to connect hungry customers with nearby participating outlets in seconds.
Mobile Recommendations Drive Extra Sales
The report shows that 79% of consumers enjoy receiving recommendations for additional food items while ordering, and 79% have discovered new QSR brands via featured pages in delivery apps.
Integrating these suggestions into Snapchat campaigns can increase basket size and expose customers to new menu items, enhancing both short-term sales and long-term loyalty.
Snapchat as the Digital Drive-Thru
While Instagram and TikTok dominate in overall audience size, Snapchat offers a unique advantage for QSR marketers: intimacy. Messages are delivered to smaller, closer networks, making them feel more authentic.
When combined with limited-time offers, geofilters, and interactive AR promotions, Snapchat becomes a direct sales channel rather than just a branding platform.
Global Trends with Local Relevance
The study’s five-market scope revealed that while certain trends are universal—such as the appeal of visual content—others require local adaptation.
For example:
- In Saudi Arabia, group meal promotions resonate strongly.
- In the UK, value-focused offers drive engagement.
- In the United States, novelty menu items generate buzz.
By customizing Snapchat QSR fast food marketing strategies for each market, brands can maximize their relevance and ROI.
Five Key Strategies for QSR Success on Snapchat
- Encourage User-Generated Content (UGC)
Incentivize customers to share snaps of their meals through discounts or contests. - Leverage Micro-Influencers
Work with smaller influencers who have highly engaged audiences for authentic promotions. - Run Time-Sensitive Offers
Use Snapchat’s disappearing content to promote flash deals and create urgency. - Integrate Direct Ordering Links
Reduce friction by embedding purchase links in snaps and ads. - Track and Optimize Campaigns
Monitor click-through rates, engagement metrics, and conversions to refine your approach.
The Takeaway for QSR Brands
The Snapchat-Publicis-NRG report proves that social platforms are no longer just brand awareness tools—they’re immediate conversion drivers for quick-service restaurants. By blending visual storytelling, trusted peer influence, and AI-powered personalization, QSR brands can turn casual browsers into paying customers.
The message is clear: if you want to stay competitive in the fast-food space, Snapchat QSR fast food marketing should be a core part of your digital strategy.
