Taste The Success: The Ultimate FAQ For QSR Marketing

The whirlwind world of quick service restaurants (QSRs) is a rollercoaster ride—not only for marketers—so embracing change really becomes the secret sauce for success in the QSR industry.

In our webinar ‘Cracking Open the Local SEO Bucket: 5 Finger-Lickin' Strategies for 2024’, Sebastian Hauch (Solutions Manager EMEA at Uberall) and Jaime Arribas (Senior Marketing Technology Manager at KFC UK) talked about the intricacies of local SEO, unveiling five pivotal strategies leading to a 37:1 ROI.

If you want to achieve such stellar results, you've got to press play and dive into the recording. However, we've whipped up the juiciest, most frequently asked questions below that keep our experts on their toes every single day. Let’s go!

#1 Why is local SEO beneficial for QSRs?

An optimized online presence leads to better search rankings and—in turn—to higher traffic as well as conversions. Yes, it’s that simple, so local search engine optimization really is the way to go. You just need to complete your website and business listings with the most relevant information in the most attractive way.

Local SEO acts as a magnet for hungry customers, ensuring that when they search for nearby dining options, your restaurant pops up first. Besides accurate location data on your Google Business Profile (GBP), citations and reviews are two of the most important ranking factors.

#2 Should QSRs create local business listings?

Yes, yes, yes—because listing a restaurant in online directoriesenhances its visibility and accessibility. That way, your location will not only appear in more local searches but also higher on the search engine results page (SERP). Consequently, customers can find your business more easily while search engines are able to cross-reference location data.

By the way: our listings report suggests that between 20 and 40 directories is the ‘sweet spot’ that delivers the greatest visibility and engagement.

#3 How does consistent business information affect local SEO?

Consistent business information across online directories—especially NAP data, meaning: name, address and phone number—is crucial for local SEO, because it helps customers easily find and contact your business. Inconsistent location data, on the other hand, confuses customers, leading to a potential loss of business.

From a more technical perspective, NAP consistency ensures accurate indexing, which improves your local search visibility. Specifically, it helps search engines verify your legitimacy and location—all prerequisites to suggest your business to hungry customers.

#4 How can QSRs ensure consistent business information across platforms?

There are several ways for QSRs to ensure consistent business information across platforms: designating a team member to monitor and update listings as needed OR—now this is our suggestion—utilizing a listings management tool.

A listings management tool like Uberall empowers businesses to efficiently manage their online presence by providing capabilities such as:

• Centralized control: update and synchronize business information across multiple online directories and platforms from a single dashboard

• Real-time updates: instantly update business information and ensure that any changes are reflected accurately and promptly across all platforms.

• Correcting inaccuracies: identify and correct any inconsistencies or inaccuracies to ensure a seamless and reliable customer experience.

• Monitoring and tracking: monitor online listings and track performance metrics, such as visibility, accuracy, and customer engagement.

Regularly checking for inaccuracies—and promptly correcting them—ensures that both customers and search engines have the most accurate information about your business. Best conduct a comprehensive SEO audit today while verifying that key details are accurate and up-to-date.

#5 How can QSRs optimize their online presence with local keywords?

First and foremost, QSRs should conduct a thorough local keyword research to identify the terms potential customers in their area are using. These keywords should then be naturally incorporated into website content and business listings to enhance visibility and relevance in local search results.

Knowing the terms that potential customers are using—and understanding their intentions —can help you optimize your content. Besides the most prominent texts like headlines, keywords should also be placed in meta descriptions and image tags. But be careful and stick to white hat tactics; so no keyword stuffing.

By the way: Our ChatGPT Prompt Guide provides you with 10+ prompts for keyword generation, content planning, content creation, and page optimization!

#6 How important are citation building and backlinks for QSRs?

Citations, which are mentions of a business's name, address, and phone number (NAP), validate the legitimacy and relevance of the QSR to search engines. Backlinks, on the other hand, signal that the QSR is authoritative and trusted in the local area.

Both strategies contribute to higher rankings, increased online visibility, and ultimately, more foot traffic and customers for QSRs. Moreover, customers are more likely to trust a business they encounter on other reputable local pages.

#7 What are the key elements of an optimized GBP for QSRs?

The key elements of an optimized Google Business Profile (GBP) for QSRs include accurate location information—such as the business name, address, and phone number—along with a detailed description and operating hours. Moreover, high-quality photos and clear menu listings help potential customers get a sense of what to expect.

Additionally, QSRs should select appropriate primary and secondary categories (e.g., pizza or burger restaurant) and relevant attributes (e.g., delivery options or outdoor seating) to better define their offerings.

Regularly updating Google posts and FAQs keeps the profile engaging, too, while encouraging and responding to reviews builds customer trust—all leading to higher conversion rates.

Managing all these tasks may seem daunting, but local digital marketing platforms like Uberall can streamline the process. In fact, we’re already working together with KFC!

#8 What attributes should restaurants include in their Google Business Profile?

Restaurants should include a variety of attributes in their Google Business Profile (GBP) to provide comprehensive information to potential customers. Key attributes include:

• dietary options like vegetarian, vegan or gluten-free options

• amenities like free Wi-Fi, outdoor seating or parking availability

• services like dine-in, takeout or delivery

• accessibility features like wheelchair accessible entry or seating

• health and safety measures like contactless payments or sanitation practices

• payment options like credit cards or cash or mobile payments accepted

#9 How can QSRs optimize their menu for local search?

If your menu is on display online, you’re already one step ahead of the competition. However, you can optimize your menu further by incorporating local keywords into item names and descriptions.

Using phrases that include the city or neighborhood name can help your local SEO, too. It’s just important to keep the menu up-to-date and consistent across all online platforms, such as your website, GBPs, and third-party delivery services.

Moreover, ensure the menu is in a searchable, text-based format rather than just images to help search engines index the content. Additionally, add schema markup to the menu page to help search engines understand and display the menu information more effectively.

#10 How important is messaging for QSRs?

Features like Facebook Messenger allow customers to quickly get answers to their questions and receive updates in real time. So messaging, in the form of informal chats, helps QSRs enhance their customer engagement and satisfaction.

Efficient communication through chat also allows businesses to resolve issues promptly, improving the overall customer experience and customer loyalty. Additionally, offering messaging options (and maybe even online ordering) can differentiate a QSR from competitors by providing a more personalized and convenient service.

#11 How can QSRs effectively collaborate with third party providers like delivery services?

First of all, you should choose partners that align with your brand and customer base. Monitoring performance metrics and customer feedback from the delivery service then helps you to continuously improve the partnership and customer satisfaction.

By the way: did you know that you can request the removal of delivery providers and choose a preferred one?

Second, we recommend QSRs to seamlessly integrate delivery services with the restaurant's POS system to ensure efficient order management. Moreover, you should regularly communicate with the delivery service to update menu items, operating hours, and special promotions.

And lastly, QSRs should strengthen their brand presence to ensure they aren't overshadowed by delivery services. But remember, it is not a competition—and maybe you can even do a few marketing campaigns together!

#12 How can restaurant franchisors effectively collaborate with franchisees?

Effective collaboration between franchisors and franchisees hinges on several key strategies—depending on whether you follow a centralized or decentralized marketing approach (or something in-between).

• Centralized marketing lets the corporate marketing team deploy all content for franchisees.

• Decentralized marketing grants autonomy to local franchisees to conduct their own marketing.

• Collaborative marketing means sharing marketing responsibilities between headquarters and local managers.

Either way, you should establish clear communication channels to ensure alignment on brand standards and operational goals. Providing support through marketing materials to be localized by the team on site is beneficial, too. After all, they know their local customers best—and this approach also fosters a sense of ownership.

#13 How important is review management for QSRs?

Review management is incredibly important for businesses of all kinds as reviews heavily influence consumer decisions. But this especially rings true for restaurant marketing strategies.

• Positive reviews can enhance a restaurant's reputation, attract new customers, and increase revenue.

• Negative reviews, on the other hand, can deter potential customers and harm the restaurant's image.

Moreover, actively managing and responding to online reviews improves your overall online presence—because search engines use factors such as response rate and response time for their ranking decisions. Besides, reviews provide valuable feedback to identify areas for improvement and enhance the overall dining experience.

#14 How can QSRs handle negative reviews?

Offering a sincere apology and taking responsibility for any shortcomings is an important first step, demonstrating a commitment to customer satisfaction—creating a loyal customer base. After that, you can take the conversation offline by inviting the reviewer to contact them directly.

Meanwhile, implementing a proactive approach to address common complaints—like feedback forms on the website—can help mitigate future negative reviews.

#15 Is geotargeting a useful measure for QSR marketing strategies?

By using location-based advertising platforms such as Google Ads, QSRs can target users within a certain radius of their restaurant locations—the ones who are most willing, and likely, to stop by.

Additionally, local SEO strategies such as including location-specific keywords and creating GBP listings for each restaurant location can improve visibility to local customers searching for QSRs in their area.

#16 How can QSRs utilize user-generated content for local SEO?

QSRs can harness the power of user-generated content (UGC) by prompting customers to share their experiences, ideally using location-specific hashtags or geotags. Amplifying this UGC on, for example, social media platforms can enhance engagement and spotlight the restaurant's local presence.

Encouraging customers to leave reviews and ratings on review platforms like Google, Yelp, and TripAdvisor can further elevate local search visibility. Integrating UGC into website content in the form of testimonials bolsters local SEO efforts, too, by offering genuine content tailored to local audiences.

#17 How do seasonal promotions affect local SEO?

Seasonal promotions significantly impact local SEO strategies by allowing businesses to target relevant keywords. Just look at all the special marketing tactics for Black Friday or what you can do in marketing during the holiday season.

We’ll say it again: incorporating keywords into website content, meta descriptions, and Google posts enhances visibility in local search results. Moreover, promoting seasonal specials through social media and digital advertising increases brand awareness and drives online and offline sales.

Lastly, you can use seasonal promotions to generate genuine reviews and user-generated content to further strengthen your online reputation and credibility, all contributing to local SEO.

#18 How can QSRs utilize video content for local SEO?

QSRs can effectively boost their local SEO using video content in various ways. Obviously, they can better showcase the restaurant's atmosphere, dishes, and customer interactions—compared to images only, or texts. But don’t forget to add location-specific keywords in video titles, descriptions, and tags for an extra SEO boost!

Sharing these videos on social media channels, on the other hand, can multiply your reach to attract more visitors to your website or brick-and-mortar location. Engaging with comments and viewers, lastly, fosters the sense of a community.

Got more questions about local SEO? If quick serve restaurant or not: our experts are just a message away and always ready to save the day!