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Traditional media like direct mail still best for pizza delivery outlets
October 27, 2009
Traditional media influenced more than 30 percent of recently surveyed pizza consumers, while online media like restaurant Web sites were the most influential for restaurant-goers. That's according to two new Ad-ology Research studies.
"Media Influence on Consumer Choice: Restaurants" and "Media Influence on Consumer Choice: Pizza Delivery" looked at consumers' use of traditional and social media and how it influenced where they decided to dine. Of traditional media types, direct mail had the most influence on pizza ordering/delivery, with nearly 28 percent of consumers overall and more than 36 percent of 35 to 44 year olds influenced by direct mail. Quality ingredients and fast delivery time were the biggest factor in pizza delivery.
Online media influenced 40 percent of recent restaurant visitors, with restaurant Web sites having the most influence. Traditional media proved more effective than social media for these consumers. Twenty-seven percent were influenced by newspaper, and 25.4 percent said the same for direct mail.
"People are still eating out and ordering out, but want to make sure they're spending their money wisely," said C. Lee Smith, president and CEO of Ad-ology Research. "Restaurant Web sites can really drive traffic by providing menus and prices, plus details like hours and location, so consumers feel like they have all the information they need," Smith said.
Other key findings:
- 14 percent of restaurant visitors said they were influenced by search results
- Half of consumers over 55 said senior discount programs are important as they chose a restaurant
- Cleanliness was the most important overall factor in restaurant choice; quality of ingredients was most important in pizza delivery choice
Ad-ology Research analyzes key marketing and advertising trends in more than 440 industries as well as what motivates end-customers. The company's research is used by more than 2,000 advertising agencies, media properties and product marketing departments across the United States.
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