Location Data Can Drive QSR Growth and Loyalty

Driving data can provide QSR operators with a roadmap on transforming traffic into intentional visits, according to a white paper from Arity, which revealed shoppers are laser-focused on holiday priorities, often skipping stops at QSRs, even when they’re along the route.

The data shows a decoupling of traditional retail shopping trips and fast food runs. In 2024, the mobility analytics company's data showed that between November 1 and December 25 the likelihood of a person visiting a QSR dropped by about 6.4 percent, while visits to non-grocery retail destinations rose on average by 22 percent between Black Friday and Christmas. The data found Dunkin’ visits dropped 20 percent during peak holiday shopping weeks.

“The key takeaway for restaurant operators is that a convenient location alone isn’t enough to draw in diners,” said Chase Davis, a Solution Engineering Manager at Arity. “While you would think more people out and about on the roads translates to more QSR stops for a convenient meal, drink, or snack, that’s not the case. This means QSRs may have to work harder to get the attention of consumers deep in the gifting mindset.”

Engaging with Drivers En Route

To convert passersby into customers, operators must rethink how they engage with drivers before they’re even in their car and en route, Davis suggested, adding that the holiday shopping season is the perfect time for QSRs to rethink how they can capture some of that traffic with smarter, data-driven strategies in their marketing and loyalty programs. 

“Proactive promotion prompts or app-based rewards can make all the difference and driving behavior data can help restaurants know when and where they have the best opportunity to capture potential customers’ attention.”

Additionally, brands can activate strategies such as mobile-exclusive deals when shoppers are likely to be in transit and near key locations. Even simple conveniences like app-based ordering, discounts or limited-time menu items can turn a potential skip into a visit, Davis said.

Data-Driven Strategies to Foster Loyalty

Davis said most brands aren't getting a full picture of their traffic because they are still leaning heavily on location or foot traffic data and not using driving behavior data. 

“Driving behavior data offers a more complete and predictive perspective for QSRs. By analyzing driving patterns, restaurants can spot high-opportunity moments, like afternoon retail rushes or habitual routes that pass by their stores.”

Beyond leveraging driving behavior data for hyper-personalized marketing, QSRs can also leverage their existing loyalty apps to capture valuable insights, added Davis.

Driving behavior data is more than a single-season snapshot – it’s a signal of evolving habits.

“This strategy enables timely, relevant communication within their own ecosystem. Personalized push notifications can turn an unplanned drive-by into a deliberate visit, strengthening loyalty along the way.”

Driving behavior data is more than a single-season snapshot – it’s a signal of evolving habits, Davis said, adding that if visits decline even when proximity remains high, QSRs should see it not as a one-off holiday dip, but as a potential behavior change that needs to be examined further.

“Analyzing where and when drive-bys occur helps QSRs fine-tune everything from staffing to menu planning to digital marketing strategy. For instance, if late-afternoon visits slow near shopping centers, brands might test limited-time offers tied to post-shopping refueling. This season’s data can also reveal where QSRs may be losing to competitors, with the opportunity to use driving behavior-based marketing and loyalty offers to win back customers.”

Brands can use driving behavior data to meet consumers where they are, create personalized and convenient experiences to convert holiday mobility into loyal customers, Davis said, adding that over time, this behavioral data also enables smarter segmentation and retention strategies.

“Loyalty starts with staying relevant in the moments that matter. For QSRs, tapping into driving behavior data makes proximity alerts even more effective because it adds another meaningful touchpoint with potential customers. Turning those missed moments into meaningful engagements can fuel both immediate sales and lasting loyalty.”