Rideshare: A Premium OOH Opportunity for Restaurants?

Octopus QSR Rideshare Insights

Impressions are on the rise again.

According to a survey conducted by VIOOH, a planning and trading platform for the programmatic buying and selling of out-of-home (OOH) advertising, programmatic OOH will climb to 51 percent of all digital campaigns in 2021, up from 47 percent in 2019.

One unique OOH outlet this exists for restaurants is rideshare advertising. Octopus Interactive, for example, sells digital-video ad inventory across 30 U.S. markets to thousands of screens it places in the back of Uber and Lyft vehicles. 

In recent weeks, the company says its seen rideshare storm back. It took a COVID backseat when people sheltered at home. Octopus Interactive delivered verified video impressions to the tune of 70 million in March. Impressions climbed back to 41 million in September and remain on an upward trajectory, the company said.

It recently surveyed about 1,000 passengers from October 20–26 to see how they interacted with quick-service restaurant brands via rideshare messaging. It found high-value customers of Uber and Lyft showed affection for certain chains.

On a broad level:

  • 58 percent of rideshare passengers download individual restaurant apps
  • 72 percent of passengers try new menu items
  • 35 percent dine at a quick-serve three or more times a week
  • Passengers are two-times more likely to dine at a premium quick-service restaurant than a primetime-TV viewer

Chipotle, McDonald’s, and Wendy’s were the most preferred and frequented brands among the rideshare respondents. They were also pretty likely to use coupons based on their restaurant destination (38 percent) and will clip from social media (38 percent). Evening was the most likely time of day during they’ll frequent a quick-serve (39 percent). Only 11 percent cited the morning.

Here’s the full breakdown:

Octopus Interactive Survey Results

Most popular quick-service and fast-casual brands in order from 1 to 10

  • 1: Chipotle (49 percent)
  • 2: McDonald’s (35 percent)
  • 3: Wendy’s (35 percent)
  • 4: Taco Bell (32 percent)
  • 5: Shake Shack (27 percent)
  • 6: Burger King (15 percent)
  • 7: Moe’s Southwest Grill (10 percent)
  • 8: Del Taco (9 percent)

Most frequented quick-service brands in order from 1 to 10

  • 1: Chipotle (49 percent)
  • 2: McDonald’s (35 percent)
  • 3: Wendy’s (35 percent)
  • 4: Taco Bell (32 percent)
  • 5: Shake Shack (27 percent)
  • 6: Burger King (15 percent)
  • 7: Moe’s Southwest Grill (10 percent)
  • 8: Del Taco (9 percent)

Most preferred burger chains in order of 1 to 10

  • 1: McDonald’s (35 percent)
  • 2: Wendy’s (35 percent)
  • 3: Shake Shack (27 percent)
  • 4.: Burger King (15 percent)

Most preferred Mexican concept in order of 1 to 10

  • 1: Chipotle (49 percent)
  • 2: Taco Bell (32 percent)
  • 3: Moe’s Southwest Grill (10 percent)
  • 4: Del Taco (9 percent)

Likelihood to use coupon or special offers promoted on social media

  • Very likely (36 percent)
  • Not important at all (36 percent)
  • Somewhat likely (28 percent)

Likelihood to use coupon or special offers based on destination

  • Very likely (38 percent)
  • Not important at all (32 percent)
  • Somewhat likely (30 percent)

Times of day most frequented

  • 1: Evening (39 percent)
  • 2: Lunch time (30 percent)
  • 3: Late night (20 percent)
  • 4: Morning (11 percent)

Preferred coffee brand

  • 1: Starbucks (58 percent)
  • 2: Dunkin Donuts (27 percent)
  • 3: McDonald’s (8 percent)
  • 4: Au Bon Pain (6 percent)
  • 5: Other (1 percent)

https://www.qsrmagazine.com/marketing-promotions/rideshare-premium-ooh-opportunity-restaurants