The Restaurant & Cafe Industry on Social Media
 

The Restaurant & Cafe Industry on Social Media

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Unmetric's Social Media Benchmarking and Competitive Analysis Report of the top Restaurant and Cafe brands in the United States.

Unmetric's Social Media Benchmarking and Competitive Analysis Report of the top Restaurant and Cafe brands in the United States.

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    The Restaurant & Cafe Industry on Social Media The Restaurant & Cafe Industry on Social Media Presentation Transcript

    • Data gathered from May 20 – July 20, 2013
    • The Platform Unmetric monitors over 10,000 brands across 30 sectors and all major countries. We analyze data from: Is Your Brand Social Enough? Not-so-obvious Competitive Intelligence on over 10,000 brands across 30 sectors... so you know who is outsocializing who. And how.
    • SO ANALYSIS OF BRANDS ON FACEBOOK Fans, Conversations, Engagement, Campaigns, etc...
    • Facebook – Fan Growth 10.70% 10.03% 6.77% 5.96% 4.96% 4.67% 4.47% 4.42% 2.94% 2.32% 1.27% 0.09% 0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% Olive Garden Italian Restaurant Denny's IHOP Chili's Grill & Bar The Cheesecake Factory Applebee's Texas Roadhouse Outback Steakhouse TGI Fridays Buffalo Wild Wings Red Lobster Hooters
    • Facebook – Engagement Comparison 166 147 147 133 65 62 52 36 34 31 23 23 0 20 40 60 80 100 120 140 160 180 Texas Roadhouse Olive Garden Italian Restaurant The Cheesecake Factory Applebee's Red Lobster Chili's Grill & Bar Outback Steakhouse IHOP Hooters Buffalo Wild Wings Denny's TGI Fridays
    • Facebook – An Overview UNMETRIC SCORE FOR FACEBOOK Brand Name Unmetric Score Buffalo Wild Wings 56 Olive Garden 53 Applebee's 51 Cheesecake Factory 44 Texas Roadhouse 43 Chili's 42 IHOP 39 Red Lobster 38 Outback Steakhouse 37 Denny's  28 Hooters 28 TGI Friday's 27 June 2013
    • Notable Metrics on Facebook Brand Name Total Fans Fan Growth Conversation Engagement Fan Posts Admin Posts Responses (mins) (Net) Sentiment Buffalo Wild Wings 10,712,137 2.32% 10,574,140 31 922 136 123 Neutral Olive Garden Italian Restaurant 4,813,742 10.70% 4,594,932 147 1,379 66 372 Positive Applebee's 4,305,263 4.67% 4,213,454 133 1,576 124 172 Neutral The Cheesecake Factory 3,818,086 4.96% 3,723,014 147 787 67 571 Neutral Chili's Grill & Bar 3,338,020 5.96% 3,231,057 62 1,134 40 417 Neutral IHOP 3,086,033 6.77% 2,980,016 36 718 73 1042 Neutral
    • Notable Metrics on Facebook Brand Name Total Fans Fan Growth Conversation Engagement Fan Posts Admin Posts Responses (mins) (Net) Sentiment Red Lobster 2,803,593 1.27% 2,786,214 65 993 70 473 Neutral Outback Steakhouse 2,537,896 4.42% 2,496,009 52 852 64 988 Neutral Hooters 2,507,982 0.09% 2,508,975 34 1,244 77 1103 Neutral Texas Roadhouse 2,025,406 4.47% 1,976,136 166 533 33 999 Positive TGI Fridays 1,256,396 2.94% 1,232,298 23 563 61 1444 Neutral Denny's 690,267 10.03% 650,912 23 513 86 2006 Neutral
    • Applebee’s – Content Strategy Applebee’s, with a very evenly distributed content strategy, had highest engagement in the Recipes/Menu Updates category.
    • Texas Roadhouse – Engagement Texas Roadhouse, had the highest engagement amongst selected competitors, in the Restaurant & Café sector. On July 17th, the brand received an engagement alert based on the post shown below.
    • Olive Garden Italian Restaurant – Engagement Strategy Olive Garden Italian Restaurant had the highest fan growth amongst selected competitors. The brand ran campaigns around their 2 for $25 deal along with their 3 course Italian meal.
    • SO ANALYSIS OF BRANDS ON TWITTER Followers, Customer Service Metrics, Campaigns, etc...
    • Twitter – Follower Growth 47.06% 37.31% 31.31% 30.47% 29.50% 28.26% 12.68% 7.14% 6.64% 6.56% 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% 45.00% 50.00% Red Lobster Outback Steakhouse Applebee's Chili's TGI Fridays Cheesecake Factory IHOP Texas Roadhouse Hooters Buffalo Wild Wings
    • Twitter – An Overview UNMETRIC SCORE FOR TWITTER Brand Name Unmetric Score Applebee’s 61 Buffalo Wild Wings 54 Chili’s 48 Cheesecake Factory 44 Outback Steakhouse 41 Red Lobster 35 Hooters 31 TGI Fridays 30 Texas Roadhouse 28 IHOP 28 June 2013
    • Notable Metrics on Twitter Brand Name Total Followers Followers Growth Number of Tweets Average Response Time (Net) Sentiment @BWWings 273,288 6.56% 226 1:16:41 Positive @Applebees 158,365 31.31% 24,956 0:17:30 Neutral @Chilis 110,830 30.47% 1,219 4:12:03 Neutral @Cheesecake 97,382 28.26% 1,100 4:16:36 Neutral @Outback 79,759 37.31% 1,651 1:33:31 Neutral
    • Notable Metrics on Twitter Brand Name Total Followers Followers Growth Number of Tweets Average Response Time (Net) Sentiment @redlobster 54,540 47.06% 336 10:02:52 Positive @Hooters 52,540 6.64% 105 9:57:18 Neutral @TGIFridays 37,823 29.50% 879 10:06:31 Neutral @texasroadhouse 36,049 7.14% 701 25:23:45 Neutral @IHOP 23,092 12.68% 1,026 1:26:23 Neutral
    • Outback Steakhouse - #LightningLaps Outback Steakhouse ran a contest in July with #LightningLaps. The brand also tweeted around #MiniMilkshakes and their brand’s chat forum #OutbackChat. Top Hashtags : #LightningLaps, #OutbackChat, #MiniMilkshakes
    • Red Lobster – Tweet Analysis Red Lobster ran several campaigns over the selected time period including #RLunchChallenge and #TastyTuesday. Top Hashtags : #RLunchChallenge, #TastyTuesday, #FoodTease
    • Applebee’s– Reply Strategy Applebee’s had the lowest Average Response Time (ART) amongst selected competitors, averaging at 17min 30secs. This is significantly less than the ART for brands in Applebee’s geography or sector. Benchmarking ART
    • SO ANALYSIS OF BRANDS ON YOUTUBE Views, Shares, Uploads, Top Video, etc...
    • YouTube– An Overview UNMETRIC SCORE FOR YOUTUBE Brand Name Unmetric Score Hooters 71 Outback Steakhouse 37 Buffalo Wild Wings 32 Olive Garden Italian Restaurant 29 Denny's 28 Applebee's 22 IHOP 22 Red Lobster 21 tgifridays's channel 21 Chili's Grill & Bar 18 June 2013
    • Notable Metrics on YouTube Brand Total Video Views % Increase in Video Views Uploads Dislikes Likes Average Video Length Hooters 9,524,099 3.76 8 13 199 54 Outback Steakhouse 1,542,656 119.42 8 140 203 62 Buffalo Wild Wings 1,242,907 0.94 0 0 0 0 Olive Garden Italian Restaurant 577,828 173.91 5 55 106 76 Denny's 416,808 -34.93 2 2 7 18
    • Notable Metrics on YouTube Brand Total Video Views % Increase in Video Views Uploads Dislikes Likes Average Video Length IHOP 277,739 4.36 2 5 7 25 Applebee's 254,901 -6.07 8 15 84 52 TGI Fridays's channel 141,078 -22.95 4 4 28 39 Chili's Grill & Bar 54,528 3.16 1 0 4 17 Red Lobster 16,679 -90.04 6 1 18 30
    • Hooters - How to De-bone a Chicken Wing Video Views Growth
    • Outback Steakhouse - Fly into Outback for Steak Flights Video Views Growth
    • Buffalo Wild Wings Careers | Message from CEO - Live it! Video Views Growth
    • ANALYSIS OF BRANDS ON PINTEREST Followers, Pins, Repins, Boards etc
    • Applebee’s – 2 for $20 The Metrics:
    • Outback Steakhouse – Inspired by Outback The Metrics:
    • Maggiano’s Little Italy – From Our Table To Yours The Metrics:
    • Unmetric works with leading brands and agencies to help them establish benchmarks for their social media teams and social media campaigns. The data provided by the Unmetric (SaaS) platform is instrumental in facilitating understanding and driving down costs by creating more efficient social media teams. About Unmetric : THANK YOU Please contact us at info@unmetric.com for more information