Operators shift marketing digital, but customers rely on word of mouth
Data shows a gap between operator digital spend and customer discovery habits
Operators in the restaurant and QSR sector are increasingly leaning into digital-first marketing to drive venue discovery, but new data from Lightspeed highlights a widening disconnect between where marketing effort is concentrated and how customers actually find venues.
According to the findings, operators are now prioritising Instagram and Google equally as their primary promotional channels, both cited by 48% of respondents, followed by influencers at 34% and TikTok at 28%.
Traditional and hyper-local channels remain largely deprioritised, with just 11% of operators using local publications and only 3% relying on flyers or posters.
The data also signals a notable shift in platform strategy over the past year. Facebook, which led operator usage in 2024 at 40%, has dropped sharply to 27% in 2025, falling behind Instagram, Google and newer social platforms. The shift reflects broader industry movement toward short-form, algorithm-driven discovery channels, particularly TikTok and Instagram Reels, which continue to gain share in QSR marketing spend and engagement.
However, customer behaviour tells a different story. Despite the expansion of digital marketing strategies, word of mouth remains the dominant discovery channel at 55%, significantly ahead of Google search and reviews at 35%.
Social platforms play a secondary role, with Facebook at 25% and Instagram at 20%, while only a small proportion of customers cite discovery through delivery platforms or physical advertising.
The findings suggest that while operators are investing heavily in visibility-driven digital channels, customer decision-making continues to be anchored in trust-based and intent-led discovery.
Industry analysis reinforces this trend, with Google remaining a high-intent channel for “near me” searches and reviews, while social platforms function more effectively as awareness drivers rather than direct conversion tools.
At the same time, influencer marketing and short-form video continue to grow as discovery accelerants rather than final decision points, with operators increasingly using TikTok and Instagram to shape awareness rather than immediate purchase intent.
The result is a structural gap in the market: operators are optimising for reach and engagement in digital environments, while consumers continue to rely on personal recommendations and search validation at the point of decision. For QSR and fast-casual brands, the challenge now is not just being visible across platforms, but ensuring that digital discovery translates into trust at the moment of purchase.
