CTV by industry

QSR & Restaurant Chain CTV Advertising

For national chains, franchisees and delivery brands

CS & Co. runs QSR CTV for national chains, franchisees and delivery brands. QSR is a habitual, high-frequency, local category. CTV should build craving and top-of-mind presence within each store's trade area, then prove whether exposure drives online orders, app installs and incremental transactions against matched trade areas.

Find out if CTV is a fit

Where it usually breaks

Why does QSR CTV underperform?

Because QSR brands judge CTV on same-store sales and incremental transactions but buy it as a metro reach play, so the spend lands outside drivable distance from the stores and the lift it is measured against was never within reach of the impressions.

Two things we find almost every time

Metro targeting for a local visit. The geo target is set to the metro or DMA rather than each store's catchment, so many impressions serve to households that can't reach a location.
Daypart and match-back missing. A lunch offer serves at 11 p.m., and with no loyalty or POS match-back, “orders” counts only app and web and misses the in-store visit the spot was built to drive.

The measurement framework

What will your board ask about QSR CTV?

CTV's job in QSR is to build craving inside each store's trade area and pull a visit or an order. These four questions test whether it reached reachable households and whether transactions actually rose.

Did the right household notice?

Brand signals, measured against a geo control

Households reached in the store trade area
Completed-view rate
Recall by trade area or ZIP
Daypart delivery against the message

Did it change what they did next?

Intent signals: behavior after exposure

Online-order and app sessions
Menu and limited-time-offer page views
Start-order events
Store-locator sessions

Did it move the business?

Business outcomes, proven with The CS Method™

Online orders and revenue
App installs and first orders
In-store transactions via loyalty or POS match-back
Matched-trade-area incremental transaction lift

What did each outcome cost?

Acquisition efficiency: cost per real result

Cost per online order
Cost per app install
Cost per incremental transaction
Cost per household reached

Your KPIs get set together on the call, against your numbers, not this list.

What proof does CS & Co. have in QSR?

Want to see how we’d measure yours? We’ll walk you through our full test design on the call, and share references under NDA. The method is The CS Method™, the same one behind our health & wellness case study, where an incrementality test showed 41.4% more purchases among households that saw the ads.

Which rules apply to QSR CTV ads?

Price and offer claims must be truthful and carry their material terms under the FTC Act, and franchise co-op programs may add their own creative rules. Your legal and brand teams approve every offer on screen.

Regulatory note updated September 2026. This is not legal advice.

Straight answers

Frequently asked questions

How far should a QSR trade area be?

As far as your customers actually drive or order from, which your POS and delivery data will show store by store. CS & Co. builds each trade area from those ZIPs rather than the DMA, so impressions stay within reach of a location.

Does CTV drive in-store visits?

It can, and CS & Co. tests it rather than assumes it: exposed trade areas are compared with matched trade areas that didn't see the campaign, using loyalty or POS transactions, so in-store lift is measured alongside app and web orders.

How do you match CTV to POS data?

Through a privacy-safe match between exposed households and your loyalty or POS records, at trade-area level when individual matching isn't available. The result is compared with matched trade areas held back from the ads, so the transaction lift is what CTV caused.

One way to start

What would a customer cost you on CTV?

Most CTV plans are DECAF. They spend, they report, and nobody can prove what they sold. CS & Co. plans, buys and measures your streaming TV against the number you're held to, proves what it caused with The CS Method™, and only earns past the plan fee when that number moves.