3. Applebee’s Facebook Strategy
4,300,043 Likes
150,351 talking about this
2,529,642 check-ins
3
• Applebee’s responds to every
user’s comments and
complaints
• Page provides E-club sign-up
for access to exclusive offers,
promotions, and other social
networking profiles
• Photos are food items on the
menu, featuring promotional
offers
4. Applebee’s Twitter, Pinterest and Instragram Strategy
4
• Applebee’s engages with Twitter
followers by posting trivia
questions and responding to
positive customer experiences
• Followers can win “Applebee’s Is
Treating Us to Lunch” giveaway
by answering tweeted questions
• Applebee’s does not address
comments/complaints on Twitter
• Posts are not as frequent
as some of their other
social media sites
• Few pins, boards, likes and
little user interaction
• Pins include food menu
items and promotional
offers
9 Boards
46 Pins
6 Likes
123,016 Tweets
71,810 Following
155,515 Followers
24 Posts
3,298 Followers
816 Following
• Few posts but many
followers
• Users can win exclusive
promotional offers and
sweepstakes
5. Overview
• Although Facebook dominates user interaction, Twitter also has a strong
following.
• Instagram has many followers without frequent posts.
• Pinterest has the least interaction and least amount of posts.
• Applebee’s does a lot of free food giveaways, driving traffic to its
restaurants must be a main priority.
5
7. Bob Evans Facebook Strategy
230,809 Likes
9,660 talking about this
0 check-ins
7
• Bob Evans responds to users
comments and complaints
frequently
• Page provides E-club sign-up
for access to exclusive offers,
promotions
• Page promotes giveaway
participation on their other social
networking accounts
• Photos are food items on the
menu, featuring promotional
offers or new products
8. Bob Evans Twitter and Blogging Strategy
8
• Interacts with Twitter followers by
retweeting, or addressing complaints
• Tweets new recipes and trivia questions
• Tweets are focused on its restaurant
• BEST Blog is written by
Bob Evans CEO and
discusses BEST (Bob
Evans Special Touch)
features posts about store
openings, events and
other Bob Evans news.
Blog also discusses
CEO’s experience
• No recent posts since
2011
3,182 Tweets
3,458 Following
8,914 Followers
9. Overview
• Although Facebook dominates user interaction, Twitter also has a strong
following.
• BEST blog has been inactive since September of 2011, these are the only
three verified social networking accounts.
• Most of Bob Evans’ posts are highlighting their promotional restaurant
offers. Their digital strategy is to drive more traffic to their restaurants and
grocery stores.
9
11. Chili’s Facebook Strategy
3,326,112 Likes
41,887 talking about this
3,338,276 check-ins
11
• Chili’s does not respond to users
comments/complaints
• Page provides E-club sign-up,
exclusive offers, promotions, and
other social networking profiles
• Photos and posts are food items on
the menu, promotional offers,
customer’s personal stories and
“memes”. “Memes” are of food
humor
• Chili’s App allows you to order
online, browse menu items, see
exclusive offers or find a Chili’s
location
12. Chili’s Twitter, Pinterest, and Instagram Strategy
12
• The only interaction with Twitter
followers is retweeting positive
remarks about Chili’s.
• Chili’s reposts many of its
Facebook posts
• Posts are food/drink
menu items
• Many pins, boards and
followers, only 20 likes
• Little user interaction
22 Boards
134 Pins
20 Likes
7,650 Tweets
23,896 Following
109,054 Followers
67 Posts
3,298 Followers
816 Following
• Low amount of
post but many
followers
• Users can win
exclusive
promotional offers
and sweepstakes
13. Overview
• Chili’s highest user interaction occurs on its Facebook page and lacks in
user interaction on its Twitter, Pinterest, Instagram profiles even though
they have a heavy following.
• Chili’s has a variety of posts and shares many posts highlighting the
customers dinning experience. Their strategy is to display the fun
atmosphere of Chili’s to drive traffic to their restaurants. As well as,
offering a vast amount of food promotions and giveaways.
13
15. Denny’s Facebook Strategy
687,429 Likes
13,200 talking about this
190,571 check-ins
15
• Denny’s does not have a
corporate Facebook page. It is
localized by city
• Page provides birthday offers,
store locator and links to their
other social networking profiles
• Photos and posts are food items
on the menu, they do not post
promotional offers or coupons
• Users interact by guessing
menu items, that have distorted
pictures
16. Denny’s Twitter and YouTube Strategy
16
• Constantly interacts with
followers by retweeting and
replying to posts quickly
• Denny’s Twitter persona is very
laid back, they use a causal tone
when replying to followers
• Videos consist of their current
food promotions
1,123 Subscribers
10,579 Tweets
2,794 Following
29,833 Followers
17. Overview
• Denny’s does not have corporate Facebook page, if you click the
Facebook button on their official website it redirects you to the Denny’s
Facebook page located in Hawaii.
• Denny’s YouTube account has little subscribers and features mainly
promotional material for their meals.
• Denny’s main user engagement is on its Twitter account where it has a
large volume of followers, and responds to tweets quickly. Denny’s digital
strategy is to build a personal relationship with the customer to increase
brand loyalty. Denny’s promotes its food items heavily and aims to
increase its traffic while still maintaining their original fan base.
17
19. IHOP’s Facebook Strategy
3,079,764 Likes
48,847 talking about this
0 check-ins
19
• IHOP is selective on which posts it
replies too, replies are mainly on
posts that give IHOP a positive
comment or questions posted by
users about IHOP’s promotions.
• Photos and posts are food items on
the menu, they do not post
promotional offers or coupons on
their timeline. They do feature
sweepstakes
• Many food photos are seasonal and
include a hashtag encouraging users
to trend the topic
20. IHOP’s Twitter, YouTube, and Instagram Strategy
20
• IHOP does not interact with
Twitter followers often, only
interaction is retweeting positive
remarks about IHOP
• IHOP tweets consistently about
its breakfast meals
• IHOP uses Twitter for
sweepstakes to engage followers
• All videos are IHOP’s
commercials, videos have
thousands of views
• YouTube account displays
buttons to other social
media accounts, their
Facebook page does not
do this
• Users engage in video
contests
832 Subscribers
16,273 Tweets
711 Following
22,986 Followers
13 Posts
4,274 Followers
0 Following
• Few posts but many
followers
• Many photos are memes
created for IHOP, such
as two pancakes saying
goodbye to one another
“See you on the flip
side”
21. Overview
• Facebook and Twitter are used heavily for user interaction.
• Instagram has a high volume of followers, with little posts from IHOP.
• IHOP’s digital strategy is to keep the current customers that they already
have and gain new customers. They promote their meals and show
customer’s support by rewarding sweepstakes and giveaways.
21
23. Olive Garden Facebook Strategy
4,796,478 Likes
170,799 talking about this
3,126,329 check-ins
23
• Olive Garden does not reply to
fan’s posts
• Many food photos are of menu
items
• Promotional “Lunch Flash Sale”
item is announced via post
encouraging users to go to
lunch at Olive Garden every
day
24. Olive Garden Twitter, YouTube, and Instagram Strategy
24
• Olive Garden does not interact
with Twitter followers often, only
interaction is retweeting positive
remarks about Olive Garden
• Olive Garden announces deals/
promotions and new employees
via Twitter
• Videos of commercials,
chefs, and culinary
institute in Tuscany
• YouTube videos have
many views
1,591 Subscribers
2,675 Tweets
703 Following
55,289 Followers
65 Posts
2,767 Followers
439 Following
• Few posts, but many
followers
• Many photos are of the
food items on the menu
• Olive Garden
encourages users to
share their Olive
Garden experience by
tagging the photo
25. Overview
• Olive Garden has a high volume of Facebook fans; it does not reply to fans
comments.
• Instagram and Twitter also have many followers; Olive Garden primarily
posts pictures of food items on the menu.
• Olive Garden’s digital strategy is to build a personal relationship with the
customer and to drive traffic to their restaurants while gaining new
customers.
25
27. Outback Steakhouse Facebook Strategy
• 2,536,980 likes
• 42,840 talking about this
• 2,032,272 check-ins
27
• Engage with fans by responding
and liking comments
• Frequently post “memes” to
promote exclusive offers
• Promotional posts give fans the
opportunity to receive awards for
customer loyalty
• Posts exclusive food and drink
items off menu
• Promote local restaurants with
celebrity sponsorships by signing
autographs and giving out gift
cards
28. Outback Steakhouse’s Twitter, Instagram, and YouTube
Strategy
28
• Outback retweets followers more
frequently than responding to posts
• Consistent daily posts
• Creates “hashtag” trends to engage
conversation and competition with
exclusive prizes for selected winners.
• Retweets Facebook posts
78,047 Followers
5,672 Following
16,500 Tweets
• Outback has very light activity on
Instagram.
• Majority of posts consist of food and
drinks
• Recently started posting videos of
“behind the scenes” in the kitchen
• A few posts of “live activity” in the
restaurant
6,875 Followers
708 Following
161 Posts
1,103 Subscribers
• Not consistent with
uploading videos
• Only have 7 videos posted
• Each video has over 1,000
likes
29. Overview
• Their Facebook and Twitter page have the heaviest amount of activity for
the digital strategy.
• All posts emphasize a satisfied dining experience at Outback Steakhouse.
29
31. Panera Bread Facebook Strategy
• 2,160,757 likes
• 79,184 talking about this
• 1,538,536 check-ins
31
• Engage with fans by responding
and liking comment posts
• Frequently posts comical
“memes”
• Posts exclusive off-menu food
and drink items
• Food posts coincide with
seasons
• Frequent announcements about
bringing “Antibiotic free” chicken
to their menu
32. Panera Bread Twitter and Pinterest Strategy
32
• Panera retweets followers more frequently
then responding to posts
• Consistent daily posts
• Aligns with Facebook posts
• Tweets are consistently about nutrition and
fitness
138,063 Followers
13,103 Following
13,000 Tweets
9,064 Followers
505 Following
943 Pins
• Most of the Pinterest boards are about
nutrition and health
• Board’s includes real pictures from Panera
locations
• Actively pinning often
• Boards that consist of happy and a stress-
free lifestyle
33. Panera Bread YouTube and Foursquare Strategy
33
• Panera’s YouTube posts their
commercials
• Displays videos of real activity within the
company
• Posts recipes of items on the menu and
how to make at home
• Panera’s Foursquare page has limited
information
• Indicates how many likes and how many
friends have liked and checked-in to
Panera
• Displays specific locations and directions
to nearby Paneras
34. Panera Bread Overview
• Facebook is their most popular page along with Twitter as their second and
Pinterest coming in third.
• Their leading promotion on all there social media is adding “antibiotic-free
chicken” to their menu.
• On their Facebook page they have a nutritional calculator.
• They push nutrition over price and focus less on giving out coupons or
promotions.
34
36. Perkins Facebook Strategy
• 63,391 likes
• 816 talking about this
• 0 Check- Ins
36
• Engage with fans by liking
comment posts, not as frequent
with responding to comments
• “PerkAlert Shout Outs” and a
surprise gift are given to
selected fans to say thank you
for posting their positive
feedback
• Consistent daily posts of
exclusive food and drink items
off menu
• Random posts offering coupons
when a user signs up for
“MyPerkins” club
37. Perkins Twitter Strategy
37
• Mimics all Facebook posts
• Perkin’s always responding to followers
• Consistent daily posts
• Frequent tweet pictures with food and drinks
• No use of “hashtag” trends
1,641 Followers
1,308 Following
1600 Tweets
38. Overview
• Facebook and Twitter are their only source of digital media.
• Most frequent posts include pictures of food/drinks that engage the
customer to crave their offerings.
• Fewer posts regarding coupons and promotions. Denny’s digital strategy is
to build a personal relationship with the customer to increase brand loyalty.
38
40. Red Lobster Facebook Strategy
• 911,831 likes
• 3,342 talking about this
• 260,299 check-ins
40
• Engage with fans by responding
and liking comment posts
• Red lobster choses a “lobster
star of the week” (LobStar) by
posting a weekly shout out to a
selected winner who submitted
a picture eating at Red Lobster
• Consistent with daily posts that
include exclusive food and drink
items off menu
• Frequent with posting offers for
BOGO’s, coupons, in-store
promotional sales, and specials
41. Red Lobster’s Twitter and Instagram Strategy
41
• Rarely engages with tweeting back to followers
• Retweets followers occasionally
• Consistent daily posts with pictures and
promotional offers
• Mimics all Facebook posts
53,340 Followers
200 Following
1,300 Tweets
151 Followers
1 Following
14 Posts
• Very light activity on Instagram
• Posts consist of different food items on
menu
• Not a huge follower list compared to
Facebook & Twitter
42. Overview
• Their main focus is to engage with customers by keeping them active with
social media updates and offers. The “LobStar” competition allows their
fans to see that they provide an enjoyable dining environment at all times.
42
44. Ruby Tuesday Facebook Strategy
• 911,831 likes
• 3,342 talking about this
• 260,299 check-ins
44
• Engage with fans by responding
and liking comment posts
frequently
• Posts about special drinks and
food deals
• Daily posts with pictures of
exclusive food and drink items
off menu
• Minimum posts about exclusive
promotions or coupons
45. Ruby Tuesday Twitter Strategy
45
• Mimics all Facebook posts
• Engages in conversation consistently by
responding to tweets as well as retweeting
• Consistent daily posts
• Frequent tweet pictures involving food and
drinks
• No use of “hashtag” trends
3,672 Followers
707 Following
2,981 Tweets
46. Overview
• Facebook and Twitter are the only major source of digital social media.
• Minimal posts about special offers, sales, and coupons on both Facebook
and Twitter.
• Ruby Tuesday doesn’t have a heavy active digital strategy besides
interactions with Facebook and Twitter.
46
48. TGIF Facebook Strategy
• 1,254,194 likes
• 17,563 talking about this
• 187,543 check-ins
48
• Engage with fans by responding
and liking comment posts
frequently
• Posts about daily drink and food
specials
• Consistent with daily with
pictures of exclusive food and
drink items off menu
• Engages fans to enter
sweepstakes via “hashtag”
trends
49. TGIF’s Twitter, Instagram, and Pinterest Strategy
49
• Mimics Facebook posts
• Tweets about random topics for
engagement
• Tweet about exclusive sweepstakes
with “hashtag” trends
• Interacts with fans by retweeting
tweets about TGIF
37,016 Followers
2,727 Following
12,844 Tweets
• TGIF has very light activity on
Instagram
• Majority of posts consists of action at
restaurants or events held with them
• Other posts include food and drinks
being served on tables
• No post including any sweepstakes
or specials offers
477 Followers
0 Following
34 Posts
1,316 Followers
631 Following
72 Pins
• Very light activity on
Pinterest
• Only 5 boards and 103
likes
• Pin special offers and
deals
• Pin mostly about specialty
cocktails and drinks
• Fewer food pins
50. Overview
• Active on multiple social media network sites.
• Focus their pictures on an enjoyable dining experience at TGIF to increase
traffic.
• Involve their fans through Facebook/Twitter by offering promotions and
sweepstakes to make them regular customers.
• They promote more drinks special rather than food specials. TGIF wants the
restaurant to be looked at as a place to escape the real world and have fun
after a stressful work week.
50
52. Waffle House Facebook Strategy
• 692,856 likes
• 13,450 talking about this
• 383,550 check-ins
52
• Engage with fans by responding
and liking comment posts
frequently
• Facebook is localized instead of
Corporate
• Posts pictures of food frequently
and engage with conversation
starter statuses
• Posts contest and auctions for
fans to enter to win prize
packages
• Post activity of customers eating
at the Waffle House
53. Waffle House Twitter, Instagram, and Articles Strategy
53
• Retweets followers and responds
frequently to fans
• Consistent with daily posts
• Posts all Instagram pictures to Twitter
• Mimics all Facebook posts
30,254 Followers
10,073 Following
10,957 Tweets
• Decent amount of activity on
Instagram that is linked to Twitter
using hashtags
• Majority of posts consists of
customers and food
• Recently started posting videos of
how to prepare their food the “best”
• Pictures of different breakfast options
1,472 Followers
268 Following
184 Posts
50 people liked on Facebook
20 Facebook Shares
18 Twitter Shares
• Huffington Post announced the
Waffle House new and
upcoming Instagram page
• Promoted through the Waffle
House’s social media
54. Overview
• Facebook is their most popular page along with Twitter as there second.
• They emphasize that they have been around since 1955 and have grown
rapidly. They want their customers to know that no matter how old they are
they want their dining experiences to be shared with everyone via social
media.
54
