Exit Strategy: How Sponsored Highway Signs Drive Sales for Restaurants

Sponsored highway signs like the one above — often called “Logo Signs” or “Specific Service Signs ”(SSS)”—are a surprisingly powerful out-of-home (OOH) marketing tactic for restaurant chains, especially in areas with heavy vehicle traffic or long-distance travelers.

Here’s a breakdown of how they work, why they matter, and what they cost:

What Are Restaurant-Sponsored Highway Signs?

If you've ever taken a long road trip, you know the power of a well-timed highway sign. You're hungry. You see a familiar logo. You take the exit. For restaurants located near busy interstates, those blue logo signs — officially known as Specific Service Signs (SSS) — can be one of the most effective and underutilized marketing investments available.

In this blog, we’ll explore the value of highway sponsorship signage for restaurants, what it typically costs, the return it can generate, and why smart brands like Cracker Barrel, DQ Grill & Chill, and Subway use it strategically.

These blue signs are placed along interstate or state highways to inform drivers about nearby services such as food, gas, lodging, or attractions. They typically feature 6 branded logos per sign. Sponsored highway signs are officially part of the Manual on Uniform Traffic Control Devices (MUTCD) governed by the Federal Highway Administration.  The signs are managed either by state departments of transportation or by private marketing agencies like Popcorn GTM. Brands typically lease a panel on these signs to direct traffic to their location.

Why Restaurants Use Them and What They Generally Cost

High Intent Audience

Drivers passing these signs are often actively looking to eat, rest, or refuel. This makes the impressions highly intentional — far more valuable than passive billboard views.  Intent is driven by:

• Hunger (especially on long drives)
• Looking to stop for food or fuel
• Not brand-loyal at that moment — convenience rules on the road

Brand Familiarity Triggers

In unfamiliar areas, recognizable restaurant logos provide a level of comfort and reliability. A traveler is far more likely to choose a known brand over an unknown local option.

Measurable Impact

Many QSR and fast-casual restaurants report 20–30% increases in traffic following the addition of a OOH highway logo sign — particularly in rural or highway-adjacent markets.

Typical Costs

Costs vary based on location, traffic volume, and availability, but here’s a general range in the table:

Contracts are usually annual, and multi-year discounts may apply.  For example, the Texas DOT Logo Sign Program details specific costs and requirements per region. Some restaurant chains manage this centrally through franchise development teams, while others let local franchisees opt in.

What You’re Actually Paying For

When you rent space on a logo sign, you’re getting:

• Your brand’s logo printed on a durable reflective panel
• Placement on a government-approved sign structure that’s visible day and night
• Directional signage on advance signs, ramp signs, or turn signs depending on your proximity
• Maintenance of the panel (cleaning, weather-related damage, etc.)
• Inclusion in a state or regional wayfinding system, which may be covered by contractors like Interstate Logos

Factors That Affect Pricing

1. Traffic Volume
   Higher daily vehicle counts mean more exposure — and higher rates.
2. Proximity to Exit
   You must be within a certain distance (usually 3 miles) to qualify. The closer you are, the more valuable the sign.
3. Number of Signs Requested
   Some businesses opt for a presence on multiple signs before, at, and after the exit — more signs = more cost.
4. State Regulations
   Costs and policies vary by state. For example:
   • Texas DOT pricing is based on region and traffic count.
   • California’s program is managed by Caltrans with different rates.
5. Availability & Competition
   In some busy exits, there are waitlists for open slots. You may pay a premium if demand is high.

Other Considerations

• Some brands lease signs for their franchisees as part of a co-op marketing strategy.
• Many vendors offer multi-year discounts (e.g., 10% off for 3-year commitment).
• Digital signage is not allowed on these — they must be static per FHWA regulations.

Contracts are usually annual, and multi-year discounts may apply.

ROI & Strategic Use

Impact:

• +20–30% increase in sales is not unheard of at rural/exit-based locations
• Best for drive-thru focused QSRs, diners, and breakfast-heavy brands

Best Practices:

• Combine signs with billboards or exit-ramp banners for layered messaging
• Make sure the physical location is visible or well-marked — if people can’t find you after exiting, they won’t return
• Ideal for locations within 1 mile of the exit

Industry Use Cases

• Cracker Barrel builds nearly all its locations within sight of an exit sign, using logo panels to guide travelers directly to their front door.

• Subway and DQ Grill & Chill marketing teams use these signs to support franchised locations, especially in highway-heavy, low-competition areas.

• Arby’s, Wendy’s, and Ruby Tuesday all benefit from brand recognition that drives impulse visits from hungry drivers.

Other Considerations

• Restaurants must meet certain eligibility requirements — e.g., must be open 6-7 days/week, offer food during certain hours, and have adequate parking.
• State rules vary, and spots can be competitive near popular exits.
• Best practices: Make sure your location is within 1 mile of the exit. Combine highway signs with billboards or digital advertising for layered visibility. Use familiar branding and add signage at your location so people can easily find you after exiting. Ensure your restaurant meets eligibility: hours, parking, and proximity requirements vary from state to state.

Want to Go Deeper?

Popcorn can pull specific costs and traffic counts for certain highways, or even help create a case study deck or pitch for franchise operators looking to justify the spend. 

Reach out to Popcorn GTM to learn more.