Breaking through the scroll.
T oday’s consumers are bombarded with marketing at every turn, whether scrolling through TikTok, streaming on YouTube, or watching traditional TV. Because of this, many operators wonder whether their ads are breaking through the noise—being seen, heard, and remembered in a fully digital world. We’re here (and we’ve brought the stats) to help you decipher how to communicate with your core audience through strategic messaging, smart placement, and demographic targeting.
Capturing attention in a digitally overloaded era.
If you’re considering whether advertising is still worth the mental and financial investment in such a crowded media landscape, the answer is a resounding YES.
- 61% of consumers have been influenced by an ad to visit a quick-service restaurant like McDonald’s or Wendy’s1
- 35% say ads influenced them to visit a fast-casual chain like Chipotle or Starbucks1
- 32% have visited a sit-down restaurant like Olive Garden or IHOP after seeing an ad1
Brands now have precision tools to reach audiences more effectively than ever, but breaking through and staying top of mind remains the real challenge.
Younger Gen Z and Millennial audiences may be the most responsive to ads, especially when the messaging aligns with their digital behaviors. But understanding how preferences differ across generations is key to turning impressions into visits.1 As consumers grow more discerning and skeptical, operators must adapt their messaging to align with audience expectations.
From memes to mailers: meeting audiences where they are.
Gen Z & Millennials
Digital natives, real expectations.
Younger audiences are immersed in digital-first spaces, often gravitating towards brands that tell stories visually and align with their values and lifestyles.
The key to their attention:
- Vibrant, short-form visual content that feels authentic rather than overly produced1
- Relevant data or buzzwords1
- Celebrity or influencer endorsements1
While they’re more likely to pay attention when their favorite TikToker or actress vouches for a product, it’s worth noting that those endorsements aren’t always a guarantee for success with younger consumers. For them, authenticity—or at least the guise of authenticity—reigns supreme. Gen Z is both the likeliest to find influencer endorsements compelling—and the quickest to question them.1 Finding the right brand-to-influencer alignment is critical to success.
Gen X & Boomers
Old school, still cool.
As expected, Gen X and Boomers tend to consume more traditional media. TV-based ads still resonate strongly, and direct mail remains more common among Boomers than younger generations.1 Social media still resonates with this age group, but they engage with it in a very different way. Compared to Gen Z and Millennials, Facebook ads are more prevalent among Gen X and Boomers.
The key to their attention:
- Straightforward value messaging, with clear price points and tangible benefits1
- Customer testimonials that reinforce trust1
- Quality-focused imagery1
Clear details about price, value, and promotions matter to all consumers in today’s value-driven economy; but nearly 70% of Boomers say value is especially important. Older generations stay loyal to brands they trust—and if that trust has been earned, they’re less likely to walk away as the brand evolves.
Marketing truths that transcend age.
Despite these generational differences, some preferences remain consistent across age groups. If there’s one thing that consumers of all ages can agree on, it’s that they’re all wary of over-the-top marketing tactics. Nearly 90% report at least one ad ‘pet peeve’ that would make them skeptical of a brand.1
Key turnoffs include:
- Exaggerated or unproven claims (45%)1
- Too much fine print or hidden terms (43%)1
- Poor visual or production quality (38%)1
55% of all consumers say they prefer ads that are short and straight to the point, and over two in five agree that visual content is a significant determinant of a successful ad.1 While 42% of consumers find advertisements in general to be misleading and untrustworthy, 63% admit that ads have helped them discover new food and beverage brands.1 To that end, food & beverage ads play a more pivotal role in brand awareness and discovery than in direct conversion. For operators, this means the goal shouldn’t always be to convince, but rather to connect. The brands that succeed are those that build recognition over time while staying consistent in voice and values.
Ads that age well
Effective restaurant marketing begins with knowing your audience and how they want to be reached. A multi-faceted advertising strategy aligned with generational preferences will help operators connect more meaningfully across age groups. PepsiCo Partners can help you bring these strategies to life with tools, insights, and marketing resources built for today’s evolving foodservice landscape.
Use this quick-reference guide to drive your marketing strategies today.1
| Generation | Platform Focus | Messaging Style | Key Drivers |
| Gen Z | TikTok, YouTube, Instagram | Playful, fast, influencer-driven | Visual storytelling, relevant data, buzzwords |
| Millennials | Instagram, YouTube, Facebook | Relatable, lifestyle-aligned | Discovery, transparency |
| Gen X | Facebook, TV | Practical and informative | Testimonials, clear benefits |
| Boomers | Facebook, TV, Direct Mail | Straightforward, swift, trustworthy | Value and accuracy |
Sources
1 Datassential Reception to Food Advertising October 2024
