Same-store sales growth is the only number your franchise community wants to talk about. Your media plan has to drive provable foot traffic — not just brand affinity — and increasingly your franchise advisory council is questioning where their co-op dollars are actually going. Drive-time radio used to do the heavy lifting. CTV is now the channel that should — but most agencies are running QSR CTV like generic primetime buys, not the dayparted, geo-targeted, weather-aware buys this category demands.