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Comparing Social Media Usage Across Fast-Casual Restaurant Chains
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Comparing Social Media Usage Across Fast-Casual Restaurant Chains

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A brief dive into social media usage within the fast-casual restaurant industry. Completed February 2, 2012 at Y&R.

A brief dive into social media usage within the fast-casual restaurant industry. Completed February 2, 2012 at Y&R.

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    Comparing Social Media Usage Across Fast-Casual Restaurant Chains Comparing Social Media Usage Across Fast-Casual Restaurant Chains Presentation Transcript

    • Comparing Social Media Usage Across Fast-Casual Restaurant Chains
    • Corner Bakery Facebook Facebook Page is pushing “100 Combos Under 600 Calories” Promotion There is an Facebook Tab called “100under600” which lets customers build their meal and reveal how many calories it is Posts are roughly everyday with more posts/day during contests The “Turn the Corner” contest was featured in roughly 15 Facebook posts Complaints / Questions are answered by the Corner Bakery Cafe Facebook Page in a timely manner Customers are asked to email or are contacted directly by Corner Bakery Cafe. 72,601 likes 1,641 talking about thisThursday, February 2, 2012
    • Twitter Corner Bakery Tweets: 1,197 Following: 2,161 Followers: 4,511 Listed: 283 Twitter account is active with retweets, mentions and pictures Most Tweets focus on reacting to customer mentions of @cornerbakery Some Tweets do focus on contests or grand openingsThursday, February 2, 2012
    • Corner Bakery Additional Corner Bakery Social Campaigns: - In a contest called “3 Biggest Fans”, Corner Bakery increased social engagement. - The contest revolved around their “Trio” menu and focused on finding three fans who liked the Facebook page but also entered the contest regularly. - The three biggest fans each won a $500 Corner Bakery giftcard. Corner Bakery is NOT on Pinterest http://socialhospitality.com/2011/05/corner-bakery-facebook/Thursday, February 2, 2012
    • Cosi Facebook Facebook Page is rather quiet with, at most, one post per week Most posts feature pictures and a call to action 14,576 likes 266 talking about this Posts and comment replies are sometimes signed “~Kara”Thursday, February 2, 2012
    • Twitter Cosi Tweets: 1,183 Following: 1,458 Followers: 1,740 Listed: 73 Twitter account is focused on conversation (Twitter conversations last more than just a simple back and forth question/answer) Some Tweets are signed by “~Kara” to put a more friendly touch on the corporate account Twitter account is active with more than one Tweet per dayThursday, February 2, 2012
    • Chipotle Facebook Chipotle rarely updates their Facebook page (less than once/week) However, they do respond to customer questions. They sign their responses (example “- Joe”) 1,559,171 likes 8,787 talking about this 773,661 were here *I would like to note that this number is now 773,886. This means 225 people checked into Chipotle in about an hour*Thursday, February 2, 2012
    • Twitter Chipotle Tweets: 68,214 Following: 227 Followers: 67,577 Listed: 1,219 Twitter account is active responding to customer comments, questions and criticism Tweets are signed by person writing them (example “-Nicole”)Thursday, February 2, 2012
    • Chipotle’s Social Engagement Last year, Chipotle ran a promotion where users watched an NBC promo and then got Chipotle coupon. Users watched the promo on the Chipotle Facebook page. http://mashable.com/2011/02/24/free- chipotle-facebook/Thursday, February 2, 2012
    • Panera Facebook Facebook Page is regularly updated Panera responds to complaint photos with comments and suggestions An additional tab on the Facebook page is for “Celebrations”, which is a New Years resolution tab. 817,984 likes 10,887 talking about this NO OPTION TO CHECK INThursday, February 2, 2012
    • Twitter Panera Tweets: 3,008 Following: 14,357 Followers: 37,979 Listed: 1,668 Twitter account is active Panera answers questions and contact information for complaints There is no one signing off on TweetsThursday, February 2, 2012
    • Passion Brands Starbucks, Coca-Cola, and AppleThursday, February 2, 2012
    • Starbucks Facebook 27,092,652 likes 390,230 talking about this 4,124,279 were here Posts are roughly once/day however fan engagement is high with many simply posting simple statements such as “I love Starbucks” or sharing photos of their Starbucks drink Starbucks photos are taken with an Instragram-look Starbucks is one of the top 10 consumer brands on FacebookThursday, February 2, 2012
    • Starbucks This past holiday season, Starbucks created augmented reality cups and featured an image of the augmented reality cups on their Facebook page. This post received 6,918 likes and over 250 comments. Starbucks allows Facebook users to send giftcards through Facebook!Thursday, February 2, 2012
    • Starbucks Starbucks has a brand page on Foursquare! Starbucks is a Top 10 Consumer Brand in Social Media: http:// www.brandchannel.com/home/post/ Starbucks-Tops-Social-Media.aspx Starbucks uses Facebook, Twitter and Youtube for Social Media Success: http:// thenextweb.com/2010/01/11/starbucks- formula-social-media-success/ Pinterest love! http://pinterest.com/ source/starbucks.com/Thursday, February 2, 2012
    • Twitter Starbucks Tweets: 9,440 Following: 77,790 Followers: 1,975,241 Listed: 21,990 Twitter account is VERY active responding to customer comments, questions and criticism Starbucks shares images on TwitterThursday, February 2, 2012
    • Coca-Cola Facebook Help polar bears on Coca-Cola’s Facebook 37,060,253 likes 419,753 talking about this Posts are regular and well received Because the page is so popular, Coca- Cola installed a tab with “House Rules” every user must followThursday, February 2, 2012
    • Coca-Cola Twitter Tweets: 46,714 Following: 67,041 Followers: 455,575 Listed: 11,286 Twitter page is actively updated Answers are in English as well as other languages Tweets are signed by who respondedThursday, February 2, 2012
    • Coca-Cola Strategy Coca-Cola lets fans run the social media sites The company does not want their pages to feel too corporate Let fans be heard and talk with one another http://www.usatoday.com/tech/columnist/talkingtech/story/2011-11-08/coca-cola- social-media/51127040/1Thursday, February 2, 2012
    • Apple No official Facebook page for Apple. There is an iTunes page. There is no official Twitter page for Apple. Apple did offer discounts on Black Friday.Thursday, February 2, 2012
    • Local vs National: Social Media Comparison Local: Angelo & Maxie’s Steakhouse National: McDonald’s Created a Foursquare checkin campaign where McDonald’s wants users to contribute to their every checkin earned a free dessert with Facebook Timeline purchase http://www.psfk.com/2012/01/mcdonalds-coffee- Revenue went up 18% during the campaign facebook-timeline.html http://mashable.com/2011/07/13/foursquare- marketing-campaigns/Thursday, February 2, 2012
    • Mashable’s 13 Best Practices For Restaurants 1. Be Transparent 2.You Must Respond 3. Educate Your Fans 4. Show Off Your Goods 5. Don’t Just Sell - Be Interesting 6. Share Your Press 7. Flaunt Your Social and Digital Savvy 8. Be Consistent Online and Offline 9. Don’t Give Away Too Much 10. Be Charming 11. Respect and Appreciate Your Team 12. Facebook is Not Twitter 13. Target Consumers with Facebook Ads (Location Based) http://mashable.com/2011/08/29/facebook-marketing-restaurants/Thursday, February 2, 2012