Restaurants Should Have Radio On Their Ad Menu

Restaurants question “why advertise in the Winter when no one goes out to eat”.  Is this industry belief true? The latest Westwood One blog showcases a national study Cumulus Media  commissioned with MARU/VisionCritical to ask Americans about their expected dining out behaviors this winter.

Here is what was found:

• Half of Americans will dine out at least once a week this winter. 27% of Americans say they will dine out two or more times a week through March.   22% say they will eat out once a week. Another 41% say they will dine out at least once a month.
• Compared to the same months last year, Americans have consistent restaurant habits. 71% of Americans say they will dine out just as much this year as they did in 2018. Interestingly, older 50+ Americans are even more likely to say their restaurant habits will be consistent.
• AM/FM radio works for restaurants with massive reach and a desirable audience of on-the-go diners.  

For restaurants willing to take the advertising plunge during these months, AM/FM radio offers everything they need:

• Massive reach: AM/FM radio reaches 9 out of ten people who dine out every week. AM/FM radio can get the word out to drive a restaurant’s sales and grow business with new customers.
• Desirable audience: AM/FM radio also attracts working Americans. Nielsen reports that 76% of AM/FM radio listeners fall in the 18-64 age bracket and are in the workforce, making them a demographic with incomes to spend.
• On-the-go diners: Those in the workforce are also commuting to and from work. 68% of AM/FM radio listening occurs away from home, according to Nielsen. This on-the-go consumption by listeners means advertisers can use the medium to reach hungry consumers on the path to purchase.

Speak directly to consumer objections to dining out in winter to drive restaurant sales:  there are dollars on the table for restaurants. Though seasonal fluctuations exist, plenty of Americans will be dining out this winter.

A way to attract customers is to tailor

• AM/FM radio copy to the consumer mindset and strategically address reasons for not dining out.
• Promote pick up or delivery
• Create and promote programs that focus on winter weather conditions
• Give restaurant-goers a reason to visit with special deals