2025 Ohio Market Heavy QSR & Sit-Down User Report

Key Insights on Heavy QSR & Sit-Down Users’ Dining and Media Habits

Consumer dining habits aren’t standing still, they’re shifting under the weight of economic pressures, evolving digital behaviors, and changing expectations around convenience. Quick service and sit-down restaurants are at the heart of these changes, serving customers who crave both speed and experience.

At Brandience, we wanted to go beyond the headlines. Drawing on syndicated research from Nielsen Scarborough, our team conducted an in-depth analysis of heavy QSR and sit-down restaurant users across five Ohio markets (Cincinnati, Cleveland, Columbus, Dayton, and Toledo). Defined as those visiting five or more times in the past 30 days, this group represents the most valuable and influential diners in the category.

The result is our latest Ohio Market Report: Demographics and Media Habits of Heavy QSR + Sit-Down Restaurant Users, a data-forward look at who these diners are, how they behave, and where brands can best connect with them.

Key Heavy QSR + Sit-Down Restaurant Consumer Insights Explored

1. They live online and on multiple screens.

Heavy users spend 20+ hours a week online, with over 35% logging 3+ hours of social media use per day. They’re also heavy consumers of streaming platforms like Netflix, YouTube, and Hulu. For marketers, that means a multi-channel approach isn’t optional, it’s table stakes.

2. Sports are a cultural connector.

NFL and college football dominate media habits across markets. From the Super Bowl to Monday Night Football, these audiences lean into game-day culture making sports sponsorships and promotions a powerful lever for QSR engagement.

3. Delivery is an untapped opportunity.

While 73% of heavy users hadn’t used delivery services in the past month, 50% agreed it’s a convenient alternative. The gap signals room for growth, especially among mid- to high-income consumers who are willing to pay for convenience if incentivized.

Consider Chipotle’s digital-first strategy. By investing in app-exclusive offers and delivery-focused promotions, the brand has grown digital sales to nearly 40% of its revenue. This is exactly how leading QSRs are using data-driven insights: recognizing that even heavy in-person diners remain open to digital convenience when the experience is rewarding and seamless. Informed by consumer behavior, strategies like these ensure brands meet evolving expectations while driving measurable growth.

Winning in QSR Means Moving at the Speed of Your Consumer (And the Data)

As consumer habits evolve, the brands that win will be those that listen closely to data and act quickly on insights. Whether it’s embracing multi-channel media strategies, leaning into cultural moments like sports, or unlocking new growth through delivery, the opportunities are clear. Heavy QSR & Sit-Down users are setting the pace — and the smartest brands are already adapting to keep up.

Download the full report to access the complete analysis and see how your brand can stay ahead of evolving QSR & Sit-Down trends.

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About the Authors:

Danielle Dobinson is a Media & Client Relationship Coordinator at Brandience, where she bridges client goals and media execution with enthusiasm and dedication. Connect with Danielle: https://www.linkedin.com/in/danielle-dobinson/

Bill Brassine is Vice President & Media Director at Brandience. He brings deep expertise in franchise, healthcare, retail, and restaurant media strategies and leads with a client-centric, results-driven philosophy. Connect with Bill: https://www.linkedin.com/in/bill-brassine-2513947/