Who chooses to stop at McDonald's instead of a fancy restaurant, just to save $5?
Thought it’s probably not that simple. A naive ad buy might not care to target, or targeting is too expensive and you’re ok wasting some impressions because it might be all-in cheaper, or {brand} has the media budget to pay to be in front of your eyeballs all the time.
If they are taking an Uber to of the fancy restaurant and passing a McDonald’s chances are highly likely they will take a very similar route on the way home. They will still want to stop at McDonald’s for a $4 Large fry or an ice cream cone but no coupon this time. The line is now longer which increases the ride time and the drivers perceived profit.