How OOH Advertising Is Driving Fine Dining Decisions in 2025

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What Did the 2025 Harris Poll/OAAA Study Find?

The April 2025 Harris Poll and Out of Home Advertising Association of America (OAAA) study revealed a powerful insight: 87% of U.S. adults aged 18-64 are interested in sit-down or fine dining restaurant OOH ads.

Out of these consumers, messaging focused on restaurant locations (35%) and cost-saving opportunities (34%) generated the most interest. Other top performers included promoting new food or drink offerings (32%) and showcasing popular menu items (31%).

[Source: Harris Insights & Analytics LLC, 2025]

Why Is OOH So Effective for Restaurants?

Out-of-home advertising naturally reaches consumers where dining decisions happen: on the go. Whether commuting, shopping, or traveling, people are exposed to visual cues that can trigger cravings and meal plans. Fine dining and sit-down restaurants, in particular, benefit from:

  • High visibility: Large, attractive billboards grab attention instantly.
  • Local relevance: Ads often appear near restaurant locations.
  • Immediate actionability: A hungry commuter sees an ad and detours for dinner.

Key Takeaways for Restaurant Marketers

1. Emphasize Location First

According to the study, 35% of consumers are most interested in knowing the location(s) of a restaurant. For Boomers, this number jumps to 51%, and for Gen X, it’s 41%.

Pro Tip: Always include your restaurant’s address or a directional cue ("Exit 12" or "Next Right") on OOH placements.

2. Highlight Cost-Saving Opportunities

34% of consumers, especially women (40%), look for deals and promotions in restaurant advertising.

Ideas:

  • Promote "happy hour" specials.
  • Highlight "Kids Eat Free" nights.
  • Showcase loyalty program discounts.
  • 32% are attracted by new food/drink offerings.
  • 31% are drawn to popular items (especially in highly urban areas - 37%).

Consumers crave novelty. Advertising your bestsellers or limited-time-only dishes can drive spontaneous visits.

4. Don't Forget the Extras

Other important elements (though slightly lower ranked) include:

  • Seasonal offerings (24%)
  • Unique selling points (21%)
  • Customer testimonials (20%)

Adding a seasonal flair or a strong testimonial quote could be the tipping point for conversion.

How to Structure Effective OOH Ads for Restaurants

What Should a Sit-Down Restaurant Billboard Include?

Short Answer:
  • Location or directional info.
  • A strong value proposition (deal, promotion, or specialty item).
  • Eye-catching food imagery.
Best Practices:
  • Be bold and visual: High-contrast colors and vivid food images perform better.
  • Be simple and direct: Limit text to 7 words or less.
  • Be actionable: A call to action like "Dine Tonight!" or "Exit Now!" helps.

Comparison Table: Effective vs Ineffective OOH Ads

Effective BillboardIneffective Billboard
"Steak Dinner - Exit 12 - $19.99""Our Menu Features a Variety of Steak, Chicken, and Seafood Dishes, Cooked to Your Liking!"
Picture of sizzling steak with simple price and logoCluttered collage of menu photos and dense text

Real-World Example: How a Steakhouse Doubled Traffic

Case Study: A regional steakhouse in Dallas used OOH ads promoting "2-for-1 Sirloin Dinners" located along a major commuter highway. Their creative featured just three elements:

  • Steak image
  • Offer message
  • Simple exit number

Result: Their weeknight traffic doubled within three months, with 48% of surveyed customers citing the billboard as their reason for visiting.

How Generative AI and OOH Are Changing Restaurant Marketing

Today’s AI search engines like Google's SGE, Perplexity.ai, and ChatGPT increasingly pull answers from real-world brand interactions. OOH ads that promote a strong online presence (social proof, reviews, menu updates) strengthen a restaurant's chances of being featured in AI-generated suggestions.

Quick Tips:

  • Sync OOH campaigns with local SEO efforts.
  • Encourage diners to leave Google reviews after visiting.
  • Share billboard campaigns on social media to amplify visibility.

FAQs: Sit-Down Restaurant OOH Ads

Why are sit-down restaurants investing more in OOH ads?

Because 87% of adults say they are interested in OOH ads for restaurants, offering high ROI compared to digital-only campaigns.

What are the most important ad features consumers look for?

Location info, cost-saving opportunities, and new menu items top the list.

How often should restaurants update their billboard messaging?

Every 3-6 months or seasonally to highlight new offers, seasonal dishes, and stay fresh.

Do billboards help with brand loyalty?

Yes. Including loyalty programs or limited-time deals on billboards can encourage repeat visits and deepen brand loyalty.

Final Thoughts

The 2025 Harris Poll/OAAA findings are clear: OOH advertising is a powerful driver of fine dining decisions.

Restaurants that focus on location, deals, and menu highlights — while keeping their messaging visual and simple — can capture attention, drive visits, and grow loyalty faster than ever.

Whether you're a national franchise or a beloved local bistro, now is the time to integrate OOH into your marketing mix.

Ready to Make Your Restaurant the Talk of the Town?

At Whistler Billboards, we help fine dining and casual dining brands in the Oklahoma City and Tulsa Metro Areas craft powerful out-of-home (OOH) campaigns that get results.

Contact us today to see how your restaurant can shine brighter across your city!

Sources:

https://www.whistlerbillboards.com/around-the-industry/ooh-driving-fine-dining-decisions/?feed_id=331&_unique_id=6812203b66daa

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