Navigating QSR Volatility via Media Revenue

In the face of rising wholesale food prices and other economic challenges, media revenue is emerging as a tool for offsetting costs and driving growth for QSRs. In fact, Kevin Jones, Vice President and General Manager of Quick Service Restaurant/Franchise/Hospitality for Mood Media, says media revenue is becoming a critical buffer against economic shocks like tariffs. He advises brands to reimagine their in-store environments as dynamic advertising platforms by leveraging retail media strategies, digital menu boards, and drive-thru personalization and turn challenges into opportunities. With more than  20 years of experience in strategic sales, marketing innovation, and team leadership, Jones  offers insights into how QSRs can explore these new revenue streams.

What is the media revenue opportunity for QSRs, and how can they capitalize on it?

QSRs are in a unique position to lead the next wave of retail media because they already own the point of sale and the data that comes with it. Every purchase, visit, and loyalty interaction offers insight into customer behavior that can fuel more relevant, more meaningful experiences.

By using digital menu boards, in-store screens, and audio to deliver timely, contextual messages, QSRs can engage guests in the exact moment decisions are made. Because these touchpoints are tied directly to transactions, performance and ROI become clear and immediate. 

QSRs can capitalize on these opportunities by aligning these efforts with the broader brand strategy. When on-premise media channels work together to complement the guest journey, from the drive-thru to the dining area, they not only unlock incremental revenue but also strengthen brand loyalty and enhance the overall experience.

How should restaurants be reallocating their advertising spends now? Are there certain media channels they should consider? What role do data and personalization play?

With tariffs and supply costs reshaping margins, restaurants are being challenged to do more with every marketing dollar. The answer isn’t to spend less but to spend smarter. Leading QSRs are using owned media to tell stronger brand stories and create moments that feel personal, not promotional. Whether through dynamic menu boards, drive-thru screens, or in-store audio, the focus is on delivering experiences that drive both conversion and connection.

When data and personalization work together, those moments become even more powerful.

When data and personalization work together, those moments become even more powerful, like recognizing loyal guests, recommending new items, or showcasing local favorites. In this environment, media investment plays a crucial role in strengthening brand trust and fostering deeper customer relationships, even amid economic uncertainty.

Why are restaurants in a unique position to reap the benefits and offset rising costs across the board?

Restaurants, especially QSRs, can navigate rising costs from tariffs, labor, and inflation because of the control they have over the guest environment and relationship. Every part of the in-store experience is a branded touchpoint that can be optimized to deliver value, consistency, and emotional connection. 

Unlike most industries, restaurants already have the scale and frequency to make those interactions count. Guests visit multiple times a week, providing a constant feedback loop for testing creative, refining messaging, and improving menu performance in real time. That agility is a huge advantage in a high-cost environment where every decision matters.

Restaurants also possess incredibly rich first-party data, such as loyalty information, purchase history, and time-of-day patterns, which can power smarter personalization across channels. As privacy regulations evolve and third-party data becomes less reliable, this gives QSRs a direct, privacy-safe way to engage guests with meaningful, timely offers.

Beyond what happens in-store, there’s an enormous opportunity in partnerships. CPGs, beverage brands, and even local businesses are eager to collaborate in QSR environments where engagement and conversion happen side by side. These partnerships generate incremental, high-margin revenue while enhancing the guest experience through relevant, complementary content. 

Finally, because restaurants are woven into the fabric of their communities, using media to reflect local culture, promote regional products, or spotlight community initiatives strengthens guest loyalty and brand goodwill. This consequence is critical as more consumers increasingly watch their spending closely. 

How can they effectively integrate media strategies with in-store experiences to drive immediate ROI?

Think of media as part of the guest experience. Unlike retailers competing for digital attention, QSRs already have the advantage of daily, in-person traffic. What they’re actually competing against is the guest’s expectation for speed, quality, and consistency. That’s why it’s critical to use media to enhance the experience and influence behavior in the moment.

It’s critical to use media to enhance the experience and influence behavior in the moment.

For some brands, that might mean curating tailored TV content and digital signage that aligns with guest demographics while increasing visibility of promotions and driving repeat visits. For others, it may be about creating a warm, family-friendly atmosphere through music, scent, and lighting. Both have the end goal of transforming each visit into a more memorable experience.

The most effective integrations happen when media strategies are guided by data. Understanding the customer journey, identifying moments of influence, and using those insights to deliver content that feels relevant and adds value will drive immediate ROI.   

Are there examples of any QSRs using this strategy? 

Caribou Coffee is a strong example of how QSRs are redefining their physical locations as media-enabled spaces with measurable impact. Partnering closely with the brand team, our music supervision group developed curated playlists that reflect Caribou’s identity while adapting to cultural moments and real-time store feedback. The result is an environment that resonates with guests and employees by deepening their emotional connection to the brand while subtly influencing dwell time and purchase behavior.

Beyond in-store music, we also helped modernize Caribou’s drive-thru technology, enabling the brand to promote new and seasonal offerings in real time. This setup enables their marketing team to treat digital touchpoints, such as menu boards and audio prompts, as part of a unified media strategy designed to drive engagement and incremental revenue. 

This case study is an example of how brands can coordinate their in-store and drive-thru experience as a full-fledged media channel. This elevates brands by activating audiences to engage more deeply, act more intentionally, and ultimately spend more meaningfully across every visit, a direction we’re seeing many forward-thinking QSRs embrace.