FSMU Presentation - What people are saying about restaurants
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FSMU Presentation - What people are saying about restaurants Presentation Transcript

  • 1. WHY CONVERSATIONAL RESEARCH ✦What Can It Tell Us? ✦How Do You Do It? ✦How Is It Different?
  • 2. HOW IS IT DIFFERENT Conversation Report The Social HabitAnyone posting to a public 3,000 Americans 12-and-overconversation pointInclusive of anyone; filtered to U.S.- Representative Sample of U.S.based users and conversations populationConversations analyzed independent Audience surveyed by a marketingof audience knowledge professionalOpen input from audience; No Answers to pre-determined questionsquestions askedAll conversations publicly indexed for Opinions and answers taken as aa 365-day period snapshot in time
  • 3. WHY?The more people see two-way engagement and beingable to interact with people all over the world, I thinkthe less they want to be involved in structured research. - Joan Lewis, Global Consumer & Market Knowledge Officer Proctor & Gamble
  • 4. METHODOLOGY✦Find Restaurant Conversations✦Discover Common Topics✦Reanalyze The Topics Without Brand Delineation✦Ask “What do people say when ...”
  • 5. WHAT WE INVESTIGATEBrands Topics Behavioral Triggers
  • 6. BEHAVIORAL TRIGGERS
  • 7. BEHAVIORAL TRIGGERS
  • 8. BEHAVIORAL TRIGGERS
  • 9. BRANDS
  • 10. BRAND PASSION INDEX Restaurant Passion Index - When They Want The Brand Like Zaxbys Love Jasons Deli Sea$les(Best( Buca Di Beppo Panera Bread Qdoba Olive Garden Subway Chipotle Fazolis Five Guys Caribou Coffee Firehouse Subs Starbucks Taco Bell((((((((((((((((((((((((!!!!!!!!!!!Sen-ment!Range! Dunkin Donuts Sentiment Range Macaroni Grill Wendys KFC Pizza Hut Chick-Fil-A Papa Johns Burger King Baja Fresh Dominos Pizza McDonalds Dislike Hate Passion Intensity !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!
  • 11. BRAND PASSION INDEX Restaurant Passion Index - Overall Conversations Like Buca Di Beppo Love Sea+les(Best( Zaxbys Caribou Coffee Panera Bread Olive Garden Popeyes( Naked Pizza Firehouse Subs Baja Fresh Jasons Deli Macaroni Grill Chipotle((((((((((((((((((((((((!!!!!!!!!!!Sen-ment!Range! Starbucks Fazolis Subway Sentiment Range Dunkin Donuts Five Guys Pizza Hut Taco Bell Wendys KFC Papa Johns Chick-Fil-A Dominos Pizza McDonalds Burger King Dislike Hate Passion Intensity !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!
  • 12. BURGER BPI Restaurant Passion Index - Burger Category Like Love++++++++++++++++++++++++!!!!!!!!!!!Sen-ment!Range! Sentiment Range Five Guys Wendys McDonalds+ Burger King Dislike Hate Passion Intensity !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!
  • 13. CHICKEN BPI Restaurant Passion Index - Chicken Category Like Love Zaxbys Popeyes(((((((((((((((((((((((((!!!!!!!!!!!Sen-ment!Range! Sentiment Range Chick-Fil-A KFC Dislike Hate Passion Intensity !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!
  • 14. SUB/SANDWICH BPI Restaurant Passion Index - Subs & Sandwich Category Like Love Panera Bread Jasons Deli Firehouse Subs!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Sen-ment!Range! Sentiment Range Subway Dislike Hate Passion Intensity !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!
  • 15. PIZZA BPI Restaurant Passion Index - Pizza Category Naked Pizza Like Love!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Sen-ment!Range! Sentiment Range Pizza Hut Papa Johns Dominos Dislike Hate Passion Intensity !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!
  • 16. ITALIAN BPI Restaurant Passion Index - Italian Category Like Love Buca Di Beppo!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Sen-ment!Range! Sentiment Range Macaroni Grill Olive Garden Fazolis Dislike Hate Passion Intensity !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!
  • 17. MEXICAN/SOUTHWEST BPI Restaurant Passion Index - Mexican/Southwest Category Like Love!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Sen-ment!Range! Baja Fresh Sentiment Range Chipotle Qdoba Taco Bell Dislike Hate Passion Intensity !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!
  • 18. COFFEE SHOP BPI Restaurant Passion Index - Coffee Shop Category Like Seattles Best Love Caribou Coffee!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Sen-ment!Range! Starbucks Sentiment Range Dunkin Donuts Dislike Hate Passion Intensity !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!
  • 19. BRANDS
  • 20. BRANDS
  • 21. BRANDS
  • 22. BRANDS
  • 23. OFFLINE VS. ONLINE OnlineConversations Storefront Conversations
  • 24. STOREFRONT
  • 25. VENUERANKRank Loca(on Restaurant   Brand Type#1 Omaha  NE Mexican Qdoba#2 Fort  Worth  TX Coffee Starbucks#3 Miami  Beach  FL Pizza Naked  Pizza#4 Las  Vegas  NV Italian Macaroni  Grill#5 New  York  NY Burger 5  Guys  Burger  and  Fries
  • 26. AVERAGE VENUERANK
  • 27. COMMUNITY SIZE
  • 28. LOCAL ACTIVITY RATING
  • 29. VENUE-BASED INSIGHTS✦ The more local the strategy, the better the scores✦ Women comment more than men, but in these brands, not overall✦ Themes (food quality, service, health) matched✦ Taxonomy in-store is different✦ Social Network conversations or comments are very different than review sites✦ Niche verticals (Italian, etc.) produce a higher degree of older participants
  • 30. TOPICS
  • 31. TOPICS Restaurant Topic Comparison Like Love FOOD HEALTH!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Sen-ment!Range! Sentiment Range PRICE ADVERTISEMENTS SERVICE Dislike Hate Passion Intensity !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!
  • 32. INSIGHTS✦ People pay lip-service to health, but want good food, fast
  • 33. INSIGHTS✦ People pay lip-service to health, but want good food, fast
  • 34. INSIGHTS✦ People pay lip-service to health, but want good food, fast✦ Don’t be afraid ... most online conversations are positive✦ Customer service is an easy point of contention ... deal with it✦ PR “nightmares” are passing moments✦ Twitter is a major source of conversation ... but the fleeting kind✦ There’s no such thing as “casual” “fast casual” “quick- service” in consumer mindset
  • 35. CONVERSATIONREPORT.COMSign Up For Report News May Buy Today In Person Need 12-16 Interviews @JasonFalls Offer custom research Damn Handsome socialmediaexplorer.com