CHICAGO – Feb. 27, 2025 – Circana, LLC today announced the expansion of its audience targeting solutions, moving beyond traditional purchase-based targeting to incorporate a new range of deterministic data options tailored specifically for foodservice clients. This innovative approach allows restaurant brands to effectively reach their customers as well as consumers who visit competitive brands.Circana® Foodservice Audiences are available for over 100 dimensions across quick-serve and full-serve restaurants, and convenience-store foodservice.

With these enhanced targeting capabilities, restaurant brands can deliver the right message at the right time, driving traffic, increasing loyalty membership, and sharing exciting limited-time-offer (LTO) news.

“Connecting with the right consumer at the right time has never been more important, as our restaurant clients compete for attention in a crowded media landscape of value and loyalty program messaging.”

Tim Fires, President of Global Foodservice at Circana.

Circana’s Complete Audiences® enable brands to capture the full value of their media spend, ensuring that campaigns don’t just drive short-term gains but also continual growth over time:

• Precise, Predictive Power: Circana’s Complete Audiences are based on deterministic data, enabling brands to reach consumers who are not only likely to convert but who also engage in behaviors that show long-term potential.

• Engagement Metrics Beyond ROI: Circana’s Complete Audiences support metrics that go beyond just ROI. By tracking engagement, brand lift, customer retention, and share of voice, brands can measure campaign success more comprehensively, focusing on long-term growth and brand equity. 

• Precision at Scale: Whether targeting past purchasers, viewers of specific content or foodservice customers, Circana’s audiences ensure that brands reach the right households with precision — maximizing campaign impact without wasting ad spend. 

“The integration of deterministic data options marks a significant advancement in how foodservice brands can engage with their audience, ensuring that marketing efforts are more precise and impactful. By leveraging advanced data analytics and audience insights, restaurant brands can now optimize their marketing strategies and foster deeper connections with both existing and potential customers.”

Jen Gold, Senior Vice President of Agency and Distribution Partnerships at Circana. 

Learn more about Circana’s Complete Audiences.

Helpful Link:

Circana Expands Audience Solutions With New Viewership, Eating Behaviors, and Intent Signals Targeting

About Circana

Circana, LLC is the leading advisor on the complexity of consumer behavior. Through unparalleled technology, advanced analytics, cross-industry data, and deep expertise, we provide clarity that helps almost 7,000 of the world’s leading brands and retailers take action and unlock business growth. We understand more about the complete consumer, the complete store, and the complete wallet so our clients can go beyond the data to apply insights, ignite innovation, meet consumer demand, and outpace the competition. Learn more at circana.com.

Circana Media Contact

Shelley Hughes

[email protected]

312-731-1782