1. Snap Kitchen: An Analysis of Best Practices of Social
Media for the National Health Food Company
by
Eva Littman
Capstone Project: Client-Based Professional
Department of Communication
Trinity University
San Antonio, TX
December 12, 2015
2. ! 2!
Executive Summary
Snap Kitchen is in a relatively new space within the food industry that combines
health and convenience. Social media is becoming an increasingly important tool for
businesses to use in attracting and engaging consumers. This project analyzes the
effectiveness of Snap Kitchen in utilizing their social media platforms, specifically
Facebook, Twitter, Instagram, and their company blog, in order to engage their target
audiences. Project methods include identifying best practices of social media platforms,
particularly for food retailers, and analyzing these best practices against Snap Kitchen’s
current social media usage. Based on the analysis, suggestions of improvements are
offered to Snap Kitchen for each social media platform. Below is a summary list of these
recommendations.
1. More diverse photos of Snap Kitchen’s consumers are suggested, as the
consumers pictured are generally within the same age range and gender. For more
details see page 23.
2. A consistent posting schedule is needed for the blog, and the posts should
become available for consumers to read during the middle of the week. For more
details see page 23.
3. Snap Kitchen’s Twitter should post more original content rather than
retweeting consumers. For more details see page 23.
4. Twitter and blog links should be posted more often to Snap Kitchen’s other
social media platforms for more consumer awareness. For more details see page
23.
3. ! 3!
5. Any Snap Kitchen involvement in and with the community and any mentions in
the press could be posted more regularly on their Twitter feed and other social
media platforms. For more details see pages 23-24.
6. Partnering with a social cause and promoting it on Twitter would be a great
opportunity for Snap Kitchen. For more details see page 24.
7. It is recommended that Snap Kitchen post articles or text containing
information about or related to their business practices and values on their
Facebook page more regularly. For more details see page 24.
8. More images or videos of consumer interactions with Snap Kitchen are
suggested. For more details see page 25.
9. The creation of an app for buying Snap Kitchen food products for in-store pick-
up is suggested, as well as a Facebook application that directs consumers either to
the app or a Snap Kitchen webpage to shop food products. For more details see
page 2.
10. Snap Kitchen could use more hashtags on their Instagram posts by following
the big trends. For more details see page 25.
11. Brand-related topics could be discussed more on Snap Kitchen’s blog. For
more details see page 25.
4. ! 4!
I. Objectives
This project analyzes the effectiveness of Snap Kitchen in utilizing their social
media platforms, specifically Facebook, Twitter, Instagram, and their company blog, in
order to engage their target audiences. The project identifies the best practices of each
social media platform, best practices of social media for food retailers, and Snap
Kitchen’s use of social media to effectively reach their customers. The project then
suggests recommendations for each social media platform for Snap Kitchen.
Deliverables for the project include an executive summary of best practices for
Twitter, Facebook, Instagram, and blogs specialized for Snap Kitchen and a list of
recommendations on how Snap Kitchen can improve in their social media efforts based
on the suggested best practices for each social media platform. These deliverables are
presented to Elaine Krackau, a Public Relations Specialist employed by Snap Kitchen in
Austin.
II. Introduction
There has been a growing trend in recent decades of consumers becoming more
proactive about wellness and nutrition, especially concerning their diets.1
Customers now
prioritize being healthy and practicing a healthy lifestyle and all it encompasses.2
Healthy
food, as interpreted by consumers, is generally food that contains low salt, low fat, low
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1
Packaged Facts. (2014). Report: 3 health-Conscious Consumer Demographics at Forefront of Emerging
Functional Food Trends. Retrieved October 27, 2015. http://www.prnewswire.com/news-releases/report-3-
2
Food Marketing Institute. (2012). Prevention Magazine and Food Marketing Institute Reveal 20th
Annual
“Shopping for Health” Survey Results. Food Marketing Institute. Retrieved October 27, 2015.
http://www.fmi.org/news-room/news-archive/view/2012/07/17/prevention-magazine-and-food-marketing-
institute-reveal-20th-annual-shopping-for-health-survey-results
5. ! 5!
sugar, and is paired with a serving of fruit or vegetables.3
Healthy food is linked with
food trade practices, such as local, natural and organic, whole-wheat, and free-range.3
The food industry has been reacting to the desires of these consumers in various
ways. Restaurants and fast food franchises are increasing availability of healthy food
options as well as adopting sustainable practices.3
Nutritional information has become
increasingly transparent and important in attracting customers.2
This movement of
buying behavior-linked food has led to new food franchises like Snap Kitchen and My Fit
Foods that are focused on healthy eating.4
Snap Kitchen is a food retail chain established in 2010 and based in Austin,
Texas. The company has 33 stores in Austin, Houston, Dallas, Chicago, and has plans to
branch into Philadelphia, Pennsylvania.5
The company has announced two new stores to
open in Plano, Texas and one new store in Chicago, Illinois in 2016.5
Snap Kitchen
focuses on convenient, fresh, healthy takeaway meals, snacks, and beverages that can be
compatible to all lifestyles and dietary needs.6
The company values “quality ingredients,”
“sustainable practices,” “conscious sourcing,” and “total transparency” to customers.5
Snap Kitchen provides pick-up, home and office delivery.
In 2013, the U.S. fast food industry, consisting of more than 232 thousand fast
food enterprises, produced roughly 191 billion dollars in profits and is expected to
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3
Simmons, N. (2013). Consumers’ ideas of ‘healthy’ foods changing. New Hope 360. Retrieved October
27, 2015. http://newhope360.com/new-products/consumers-ideas-healthy-foods-changing
4
Miles, B. Marketing Health-Conscious. QSR. Retrieved October 27, 2015.
http://www2.qsrmagazine.com/articles/outside_insights/140/healthconscious-1.phtml
5
Hilario, Kenneth. (2015). Texas healthy food chain to open 5 local stores, massive kitchen. Philadelphia
Business Journal. Retrieved November 9, 2015.
http://www.bizjournals.com/philadelphia/news/2015/07/31/snapkitchen-healthy-food-chain-rittenhouse-
oldcity.html.
6
Snap Kitchen a Fresh, healthy take-away. Snap Kitchen. Retrieved October 27, 2015.
http://www.snapkitchen.com/
6. ! 6!
surpass 210 billion dollars by 2018.7
More than three quarters of the U.S. population eats
fast food at least once a week.7
Snap Kitchen and other health food convenience stores and chains are in a
emerging health and wellness sector of the food industry that is not yet fully developed as
a category. Martin Berson, co-founder and CEO of Snap Kitchen, describes the company
as “…more of a combination of a high-end grocery store, restaurant, and convenience
and retail stores”.5
Snap Kitchen’s primary focus is convenience for customers in
accessing healthy food.6
Therefore in practice, Snap Kitchen is more like a fast food
restaurant than a grocery store, and for the purposes of analysis, should be considered in
the fast food category of the food industry. Other health food franchises that compete
with Snap Kitchen in this sector are Smart Meals, Simply Fit Meals, My Fit Foods.8
Secondary competition to Snap Kitchen are grocery store chains, particularly Whole
Foods that offer convenient healthy on-the-go food products.8
Snap Kitchen competitors are on a local and national level. While there is a wide
and increasing variety of competition nationally, no one chain is leading the market.9
One
of Snap Kitchen’s biggest competitors is My Fit Foods. My Fit Foods is a large food
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7
Statista. Statistics and Facts about the Fast Food Industry. Statista. Retrieved November 9, 2015.
http://www.statista.com/topics/863/fast-food/
8
Gilbert, Marci. (2011). Food-on-the-go options make eating healthy easier. CultureMap Houston.
Retrieved November 9, 2015. http://houston.culturemap.com/news/restaurants-bars/12-17-10-food-on-the-
go-options-take-the-thought-out-of-eating-healthy/ ;
Yost, Mark. (2014). Snap Kitchen unveils new menu to compete with My Fit Foods, Whole Foods.
Houston Business Journal. Retrieved November 9, 2015. http://www.bizjournals.com/houston/blog/money-
makers/2014/03/snap-kitchen-unveils-new-menu-to-compete-with-my.html ;
Kaplan, David. (2010). Houston healthy-meal stores elbow each other. Houston Chronicle. Retrieved
November 9, 2015. http://www.chron.com/business/article/Houston-healthy-meal-stores-elbow-each-other-
1696306.php
9
Kaplan, David. (2010). Houston healthy-meal stores elbow each other. Houston Chronicle. Retrieved
November 9, 2015. http://www.chron.com/business/article/Houston-healthy-meal-stores-elbow-each-other-
1696306.php ;
Buchholz, Jan. (2013). Houston food company moves corporate headquarters to Austin. Austin Business
Journal. Retrieved November 9, 2015. http://www.bizjournals.com/austin/blog/retail/2013/10/houston-
food-company-moves-corporate.html
7. ! 7!
retail chain founded in 2006 and also based in Austin, Texas. As of 2013, the company
has 78 stores across Texas, California, Oklahoma, Arizona, and Illinois.10
My Fit Foods
appeals to the same consumers of Snap Kitchen with its focus on weight loss,
convenience, diet, and allergen friendly food options.9
Against growing competition
from grocery chains such as Whole Foods that offer convenient prepared meals to go,
Snap Kitchen differentiates itself by emphasizing “…portion control, higher-quality
ingredients across the board, and clear and transparent nutritionals….”5
III. Snap Kitchen’s Consumers
Snap Kitchen’s food products are marketed for a variety of lifestyle and dietary
needs highlighting their preferred consumers as health-conscious millennials. Snap
Kitchen’s company values of “quality ingredients”, sustainable practices”, “conscious
sourcing”, and “total transparency” key into what the millennial generation is
emphasizing concerning food.5
Millennials, a term used interchangeably with Gen Y, are
the generation born between 1977 and 2000 and is approximately 25% of the U.S.
population.11
Within this group, middle-to-older millennials have families or are starting
families.11
In terms of social media, they are known in marketing as content creators and
users, essentially those who post original texts, pictures, videos and more, so this
generation is the key demographic for brands on social media.11
Research indicates that
freshness is considered ‘important’ or’ essential’ to this generation regarding food and
this reflects in their shopping behavior, such as purchasing food from farmer’s markets,
growing their own gardens, or using social media to gain information about food products
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10
My Fit Foods. Retrieved November 9, 2015. http://www.myfitfoods.com/locations/
11
Millennial Marketing. Who are millennials. Retrieved November 9, 2015.
http://www.millennialmarketing.com/who-are-millennials/
8. ! 8!
and brands.12
Jeff Fromm, a Contributor to Forbes magazine, recently reported,
“Millennials will only interact with brands that are open and transparent, stand for more
than their bottom line and address environmental and socioeconomic issues in the
community”.13
Millennials are primarily the driving force behind the food trends of
product or diet categories, such as paleo, organic, or local ingredients and practices.14
These millennial trends and values are reflected in Snap Kitchen’s company values.
Another consumer group Snap Kitchen appeals to is the Baby Boomer generation.
Born between 1946 and 1964, Baby Boomers comprise approximately 23.6% of the U.S.
population.15
Combined with the Millennials, they are 60% of the total U.S. population.15
In general, Baby Boomers include about 75 million consumers whose ages are upward of
50 years old, are health-conscious, and control over two-thirds of U.S. disposable
income.15
The size of this generation’s population and the amount of income at their
control means Baby Boomers are very influential consumers. They are also experiencing
awareness about maintaining or improving their health and are changing their diets and
lifestyles accordingly; therefore, transparency of nutritional information in order to meet
dietary needs is increasingly important to this generation, as is convenience.15
Baby Boomers are very brand loyal and concerned with environmental issues,
which is reflected in their shopping choices.14
This generation heavily uses social media
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12
Millennial Marketing. Millennial Target: Chipotle Has Fresh Appeal. Retrieved November 9, 2015.
http://www.millennialmarketing.com/2009/09/millennial-target-chipotle-has-fresh-appeal/
13
Fromm, Jeff. (2015). Food Brands Must Embrace New Value Equation To Win With Millennials.
Forbes. Retrieved November 9, 2015. http://www.forbes.com/sites/jefffromm/2015/07/08/food-brands-
must-embrace-new-value-equation-to-win-with-millennials/
14
Chiarello-Ebner, Kaylynn. (2015). Generation-Specific Marketing From Millennials to Boomers: Advice
for targeting marketing efforts to the various generations. Whole Foods Magazine. Retrieved November 9,
2015. http://www.wholefoodsmagazine.com/grocery/features/generation-specific-marketing-millennials-
boomers
15
FONA International. (2014). 2014 Trend Insight Report: Baby Boomers: A Boom To Your Business.
FONA International. Retrieved November 9, 2015.
http://www.fona.com/sites/default/files/Baby%20Boomers_TrendInsight_1114_0.pdf
9. ! 9!
with research suggesting Baby Boomers comprise one third of all social media users,
especially on Facebook.14
A primary use of technology by Baby Boomers is to
“…manage their health and wellness…” and unlike Millennials who like to evaluate peer
reviews before buying a product, Baby Boomers are much more likely to follow celebrity
endorsements.14
IV. Brands and Social Media
Social media websites and apps, such as Facebook, Twitter, Instagram, and blogs,
have become the main channels of communication healthy fast food companies, such as
Snap Kitchen, use to reach their consumers.16
Consumers are increasingly using social
media platforms to collect and dissect information about nutrition, the quality of food
products, and food retailers.17
Social media platforms provide food retailers the
opportunity to promote transparency about their brands, connect with groups or
organizations relevant to them, and openly communicate with consumers and receive
feedback.10
Social media also allow consumers to define brands by directing visibility
and positive or negative sentiment.18
Public relations and marketing experts in the food
industry emphasize that interacting with consumers through social media is essential for
food brands in increasing consumer awareness about their brands.19
Research suggests
that the demographics of consumers who engage in a health-conscious lifestyle and use
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16
Gold, D. (2012). 2013 Food Trends Get Technical, Sustainable & Amp; Healthy. Forbes. Retrieved
October 27, 2015. http://www.forbes.com/sites/daniellegould/2012/12/28/2013-food-trends-get-technical-
sustainable-healthy/
17
Institute For the Future. (2008, p.10). The Future of Health & Wellness in Food Retailing. Retrieved
October 27, 2015. http://www.iftf.org/uploads/media/SR-
1096%20B%20CCRRC%20Implication%20Memo.pdf
18
Fahey, M. and E. Chemi. (2015). Who’s winning the social media war? Maybe nobody. CNBC.
Retrieved October 27, 2015. http://www.cnbc.com/2015/05/18/whos-winning-the-social-media-war-
maybe-nobody.html
19
The Retail Bulletin. (2015). Fast food brands lead the way in engaging with social media users. The
Retail Bulletin. Retrieved October 27, 2015.
http://www.theretailbulletin.com/news/fast_food_brands_lead_the_way_in_engaging_with_social_media_
users_22-06-15/
10. ! 10!
social media regularly are similar1
; therefore it is vital for health food retailers to use
effective strategies with each social media platform.
V. Snap Kitchen’s Current Use of Social Media Platforms
a. Snap Kitchen Tweets
Snap Kitchen uses Twitter two-to-eight times daily and has 4,898 people
following them on this platform. Their Twitter account includes a short description
matching their Facebook description, and a link to their website. The obvious difference
between Snap Kitchen’s use of Facebook and Twitter is that they mainly retweet
consumers’ comments on Snap Kitchen rather than generating content regularly to incite
consumers’ about their brand. Snap Kitchen’s tweets are upbeat and praiseworthy with
frequent comments by customers on how Snap Kitchen has positively impacted their
lives. Snap Kitchen also regularly retweets stories generated by news stations or local
lifestyle organizations, businesses, and guides promoting Snap Kitchen as one of the best
food retailers for certain dietary needs and health-conscious consumers. Tweets by Snap
Kitchen generally include photos of their food products brightly colored against a neutral
background, customers interacting with the food, or customers selecting food in a Snap
Kitchen store. Links to their website are frequently included in Snap Kitchen’s tweets.20
Snap Kitchen’s Twitter is less about spreading visibility and information about the brand
to consumers, like its Facebook page, because consumers are already engaged and
committed to Snap Kitchen. Snap Kitchen uses its Twitter account to bond and strengthen
local communities where their stores reside. In this case, Snap Kitchen’s Twitter
consumers shape Snap Kitchen’s brand image and spread awareness about the brand
without Snap Kitchen having to create much content and momentum about the brand, so
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20
See https://twitter.com/snapkitchen for examples
11. ! 11!
less effort is needed by Snap Kitchen in managing their brand on Twitter. Snap Kitchen
replies within hours to tweets from consumers, especially if consumers directly ask Snap
Kitchen questions. Snap Kitchen’s tweets often ask consumers about their experience
with their food products.
b. Consumer Tweets
Consumers mainly comment on the quality and taste of Snap Kitchen’s food
products. Some tweets by consumers include links to Snap Kitchen’s other social media
platforms, such as their Instagram account. Tweets by consumers are short and casual and
usually have Snap Kitchen, “21 days for good”, or other relevant health and wellness
lifestyle or location keywords as hashtags. The “21 days for good” is a popular concept
used by many food retailers, such as My Fit Foods, where customers commit to eating the
brand’s food for 21 days. Snap Kitchen designed a similar program called “Snap
Commit”, which includes “…three meals and two snacks a day for three weeks, along
with a 30-minute nutrition consultation and boot-camp training with VO2 Fitness….”21
The consumers have created a positive and strong image of Snap Kitchen. Due to this, the
main use of Twitter for Snap Kitchen is receiving instant feedback from consumers about
their food products. Twitter is also a good way for Snap Kitchen to connect with local
businesses and organizations relevant to the health and wellness of consumers sector.
Snap Kitchen implements this by retweeting these local news stories where Snap Kitchen
is mentioned or the topic is relevant to their brand. The brand does encourage consumers
to communicate with Snap Kitchen and about their products.
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21
M.S. (2010). In the business of ready-made, healthful foods, four area companies search for the sweet
spot between it tastes good and it’s good for you. Austin 360. Retrieved November 9, 2015.
http://www.austin360.com/news/entertainment/dining/in-the-business-of-ready-made-healthful-foods-fo-
1/nRtc3/
12. ! 12!
My Fit Foods’ Twitter feed is similar to Snap Kitchen, but they post every few days
and the company more frequently posts content to their feed rather than their
consumers.22
12,200 people follow My Fit Foods on Twitter. Simply Fit Meals has a
much smaller following on Twitter with only 542 people.23
Simply Fit Meals tweets on
average once a week, and their tweets primarily consist of text focusing on increasing
brand awareness to their target audience.
c. Snap Kitchen’s Facebook
Snap Kitchen generally posts on Facebook every one-to-three days, with each day
containing up to three posts. As of October 27, 2015, 13,224 people have liked their
Facebook page. For businesses who have a Facebook page, there is an About page where
a business can describe their mission statement, store hours and locations, and can
include links to their other social media platforms. In their Facebook About page, Snap
Kitchen has a short but well-detailed description of their products, and they include a
phone number and a link to their website.24
They do not list the specific location of the
store but they do have a Google map picture of their Austin location. In their Page Info,
store hours and an email address are listed and links to Snap Kitchen’s blog, Twitter,
Instagram, and YouTube are presented. They also include links to their store locations in
Austin, Houston, and Dallas, Texas.
In the posts, Snap Kitchen engages the users with relevant hashtags, such as the
brand name, dietary needs, location, and a characteristic of a food item highlighted in the
post. Each post includes a photo. Most photos have a Snap Kitchen food product as the
subject. The photos are professionally presented, well lit, and easy to view. The food is
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22
See https://twitter.com/myfitfoods/with_replies for examples
23
See https://twitter.com/simplyfitmeals for examples
24
See https://www.facebook.com/snapkitchen/info/?tab=overview for the About page
13. ! 13!
bright and colorful against the mainly neutral backgrounds. Most photos have customers
interacting with Snap Kitchen food, such as holding, viewing, or eating. The customers
look to be between the ages of 18 and 35 and many are female. Most photos are of the
products themselves. If a person is in the photo, their hands or torso are seen and not their
face. Occasionally photos show Snap Kitchen employees introducing themselves to
social media users as new employees of the company and their role. Sometimes
employees are shown in urban locations, such as local Farmer’s Markets, promoting the
brand with food. Videos are rarely uploaded and are irregularly posted. When they are,
videos include customers interacting with the food products.
Each post comments on the food in one to two sentences. The comments are
mainly on how the food tastes, the health benefits, and its ingredients. Some posts
highlight where the store is located and the store’s hours, as well as the varying prices of
Snap Kitchen products. Each post is positive and written in casual language, often
accompanied with exclamation points. In 2014, posts included a link to Snap Kitchen’s
website but in the past few months, the Facebook posts have not continued to do so.
Snap Kitchen engages users through Facebook in multiple ways. First, they post
social media contests with monetary rewards, like a $100 gift card from Snap Kitchen.
Second, the posts directly ask customers their opinions or if they are using a Snap
Kitchen product that day. The Facebook posts often try to gauge if and how customers
use Snap Kitchen products in relation to the customers’ various lifestyles. This suggests
Snap Kitchen is actively looking at how and when consumers use their products and what
it says about their lifestyle. Third, they post on relevant holidays, such as Pie Day, Kale
Day, or National Eat Your Veggie Day. Last, they propose customers on Facebook
14. ! 14!
crossover and post photos of Snap Kitchen food on their Instagram for short periods of
time, usually in conjunction with social media contests or giveaways. The last strategy
shows an integrated social media strategy that connects each social media platform with
the others, which increases the brand’s visibility and interaction with consumers. In
October 2015, Snap Kitchen started to share posts from related Facebook pages linked to
health and wellness, such as exercise classes. Less than ten posts in the past three months
have shared content from a Snap Kitchen consumer containing content about Snap
Kitchen. Infrequently, Snap Kitchen will post or share posts from other organizations that
discuss Snap Kitchen and giving back to the community. Very rarely, Snap Kitchen will
post about specific local businesses they use to source ingredients.
d. Consumers on Facebook
Most Facebook posts have ten or more likes, and at least one positive comment
from a consumer. Frequently, consumers share Snap Kitchen’s posts onto their timelines.
Consumers do ask questions to Snap Kitchen in the comments about their food products,
prices, and store hours. Snap Kitchen replies to the consumers within one to two days.
Many consumers will tag people in the comment section of the Snap Kitchen post to
spread awareness about Snap Kitchen. For My Fit Foods on Facebook, 91,902 people like
their page.25
They post one to two times a week with most posts featuring an image of
their food with a short upbeat description. My Fit Foods Facebook page contains similar
photos, but they more frequently include promotional text in their photos next to their
food products with the text in the brand’s color scheme.25
Similar to Snap Kitchen, they
post on U.S. holidays and brand related holidays. 13,222 people have liked Simply Fit
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25
See https://www.facebook.com/myfitfoods/ for examples
15. ! 15!
Meals on Facebook.26
The company does not seem to have a regular schedule for using
Facebook, as the posts are irregular and vary between posting daily and monthly. Unlike
Simply Fit Meals’ Twitter, their Facebook posts constantly include photos of their
products, store locations, and consumers. They similarly follow Snap Kitchen and My Fit
Foods’ use of casual language, upbeat tone, and use of hashtags in their posts.
e. Snap Kitchen’s Instagram
As of October 2015, 10,300 people follow Snap Kitchen’s Instagram account27
. They
generally post three-to-five times a week. Their Instagram account includes the same
short description as seen on their other social media accounts, and includes a link to their
website. The images are often the same images on their Facebook page, meaning they
share the same content over multiple social media platforms. Their posts also include
text, which is in the same style of voice with upbeat, casual language as their other social
media platforms.
Snap Kitchen uses hashtags mainly with their brand name of @SnapKitchen,
specific diets like #glutenfree, or of holidays with #Snapoween. The text seems to include
more emoticons than the other social media. They do not seem to include links to their
other social media accounts in their post content. There are specific contests on their
Instagram, which are posted on average every week to two weeks.
f. Consumers on Instagram
Snap Kitchen’s posts generally receive over a hundred likes and consumers comment
on most posts either complimenting the food or the brand, using emoticons, or tagging
friends to view Snap Kitchen’s Instagram post. Due to the nature of Instagram, Snap
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26
See https://www.facebook.com/SimplyFitMealsDFWWWW/ for examples
27
See https://www.instagram.com/snapkitchen/ for examples
16. ! 16!
Kitchen provides all post content; consumers cannot post to Snap Kitchen’s account.
Consumers provide feedback with their likes and/or comments on Instagram, through
which they can promote and praise a brand or question and express discontentment to or
of the brand. Generally, Snap Kitchen’s consumers express satisfaction and cheerfulness
of their experiences with Snap Kitchen’s products and the brand.
My Fit Foods Instagram account shows no major difference alongside Snap
Kitchen’s account, except for two changes. First, My Fit Foods will more frequently have
their brand name in their images or below their images.28
Second, My Fit Foods includes
a few more images of people exercising, which creates an association between their food
and brand and potential and/or existing consumers seeking or living an active lifestyle.27
Simply Fit Meals has 2,613 followers and generally follows the same format and use of
causal language and emoticons as Snap Kitchen and My Fit Foods.29
The main difference
between Simply Fit Meals and its competitors is their photos are not as well presented
professionally and include large text in their photos that contain the title of their product
as well as nutritional information.
g. Snap Kitchen’s Blog
Snap Kitchen has a blog on their website with a variety of posts related to the brand,
such as in-depth looks at specific products, store locations, recent news from the
company, their business practices, and other brand-related news and discussions.30
There
does not seem to be a consistent posting schedule for the blog, as the most recent posts
range between twice-a-week and once-a-month. Snap Kitchen has their logo and slogan
of “Fresh, Healthy Take-Away” at the bottom of the posts and blog homepage.30
The
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28
See https://www.instagram.com/myfitfoods/ for examples
29
See https://www.instagram.com/simplyfitmeals/ for examples
30!See!http://blog.snapkitchen.com/!for!examples!
17. ! 17!
blog and the posts contain images and links to Snap Kitchen’s other social media
accounts on the sides of the web page and at the bottom of the posts. The posts are
categorized into news, community, healthy living, popular, press, sustainability, and other
related tags. Each post includes an image at the beginning of the post that is connected to
the subject of the post, and the images usually are of Snap Kitchen’s food products or
consumers interacting with the food. The number of images depends on the post’s
subject. For example, a post discussing Snap Kitchen’s new fall menu includes images
for each new menu item revealed in the text.31
Word counts in the posts generally range from 250 to about 500 words, and the text is
neatly sectioned into subcategories of the post’s subject. The language used in the posts
is casual and upbeat as seen in their other social media accounts, but with fewer
exclamation points and the rare use of emoticons. Although the blog posts do not allow
immediate feedback and response with their consumers, each post does have a comment
section at the end of the post and ask consumers to leave their contact information. Also,
the comment section has an option for consumers to subscribe for a weekly email from
Snap Kitchen containing food and health tips.
My Fit Foods and Simply Fit Meals do not have an official blog.
VI. Best Practices of Social Media
a. Social Media
Each social media platform utilizes different ways for users to communicate,
which affects how consumers and businesses use the social media platform, such as
timing of posts, character limits, and text or picture orientation. Despite this, some best
practices apply to more than one social media platform.
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31!See!http://blog.snapkitchen.com/5BnewBflavorsBforBfall/!for!examples!
18. ! 18!
Hashtags have become increasingly popular for businesses and consumers to use,
as they are an effective way to organize and track a specific story, contest, idea, event,
popularity, and brand. But to be effective, marketing experts suggest using action verbs in
the hashtags or linking the ideas behind the brand or the brand name in the hashtags.32
They also suggest using hashtags in anticipation of an event or contest to increase
consumer involvement with the brand. Another best practice is to try to respond to every
consumer. Consumers directly control a brand’s reputation on social media, so a brand
responding quickly to consumer feedback, good or bad, gives some control back to the
brand and increases brand loyalty from consumers.33
In the business of food, it is important to engage the senses to attract consumers to
their food products. This can be done through sensory descriptions of a food product or a
consumer interacting with a food product, use of images, or a combination of both.34
When posting photos, inclusivity of all brand consumers, including potential consumers,
increases brand marketing and consumer involvement as visual content engages
consumers more than text.35
Another suggested best practice is using a consistent voice
on each social media platform a brand employs that reflects its consumers.36
This means
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
32!Kolowich,!Lindsay.!(2014).!The!Rules!of!Twitter!Hashtags:!Hits!and!Misses!From!7!Big!Brands.!
Hubspot!Blogs.!Retrieved!December!8,!2015.!http://blog.hubspot.com/marketing/twitter-hashtag-
campaign-examples!
33!Ruggless,!Ron.!(2012).!Restaurants!share!keys!to!social!media!success!at!Summer!Brand!Camp!
conference.!Nation’s!Restaurant!News.!Retrieved!December!8,!2015.!http://nrn.com/latest-
headlines/restaurants-share-keys-social-media-success-summer-brand-camp-conference!
34!Ball,!Blair!Evan.!(2014).!Social!Media!is!it!for!Baby!Boomers.!LinkedIn.!Retrieved!December!8,!
2015.!https://www.linkedin.com/pulse/20140812141445B25026422BsocialBmediaBisBitBforBbabyB
boomers!
35!Spiegel,!Alison.!(2014).!Fast!Food!Twitter!Accounts,!Ranked!From!MindBNumbingly!Awful!to!
Hilariously!Entertaining.!Huffington!Post.!Retrieved!December!8,!2015.!
http://www.huffingtonpost.com/2014/06/10/fast-food-twitter-accounts_n_5474803.html
36!Beginners!Guide!to!Social!Media:!Chapter!7!Twitter.!Moz.!!Retrieved!December!8,!2015.!
https://moz.com/beginners-guide-to-social-media/twitter!
19. ! 19!
using a style of voice that matches a brand’s consumer demographics, sense of humor
and way of speaking, but also doesn’t stray from a brand’s values.
Additionally, consumer engagement also depends on a brand having a consistent
social media schedule. By posting regularly during the week at specific times when a
brand’s consumers are on social media, it maintains brand awareness and brand loyalty
with consumers.36
The only caution with this is a brand being aware of having to change
the timing and content of their social media schedule due to crises occurring, even if the
event is not directly related to a brand.
Lastly, it is important for brands to separate their use of social media platforms by
posting original content for each platform.37
This creates incentive for consumers to
follow a brand on each of its social media platforms. However, it is also suggested that
brands post links to their other social media accounts to increase consumer engagement
on each platform.
b. Twitter
Twitter is unique social media platform for its popularity and its 140-character
limit. Due to this limit, it is best for brands to tweet short frequent messages on Twitter
with tweets that contain around 100 characters.38
There is a lot of competition from
businesses to tweet in the morning in order for their content to reach consumers before
other information does.38
However, social media manager, Stephanie Daily, suggests
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
37!Drell,!Lauren.!(2011).!13!Best!Practices!for!Restaurants!on!Facebook.!Mashable.!Retrieved!
December!8,!2015.!http://mashable.com/2011/08/29/facebook-marketing-restaurants/#uVyNWCu7xmqo
38!Brandau,!Mark.!(2010).!Webinar:!Social!media!works!best!when!restaurants!keep!it!simple.!
Nation’s!Restaurant!News.!Retrieved!December!8,!2015.!http://nrn.com/corporate/webinar-social-media-
works-best-when-restaurants-keep-it-simple ;
Daily, Stephanie. (2015). 10 Twitter Best Practices for 2015. LinkedIn. Retrieved December 8, 2015.
https://www.linkedin.com/pulse/10-twitter-best-practices-2015-stephanie-daily
!
20. ! 20!
tweeting in the afternoon after lunch is a better time to tweet. This makes it easier for
businesses to get their information across to consumers without competing with the
morning Twitter traffic.38
Because the Twitter character limit is rather restrictive, businesses may think it is
an easier solution to retweet their consumers’ posts if related to their brand or products
rather than tweet original content. However, this can quickly become exploitive and can
make consumers lose interest and engagement with the brand.35
To help create or
increase consumer or community engagement, tweeting important community figures,
press, or organizations that advocate for a brand is a great tactic to creating connections
with the local community.38
Another way to create consumer and community engagement
is partnering with a social cause that relates in some fashion with the brand.39
Snap
Kitchen’s consumers, mainly Millennials, have been shown to be concerned with
socioeconomic issues, as previously discussed in the Snap Kitchen consumers’ section.
c. Facebook
Facebook, in comparison to Twitter, allows for more text and more space to
develop brand messages. Facebook is a great channel for businesses to communicate and
educate consumers about their business practices and values, as well as share brand
stories that connect emotionally to their consumers.39
Consumers have become more
concerned with businesses being transparent about their business practices. This affects
consumer choices and purchase decisions. Word-of-mouth is becoming increasingly
important, especially among Millennials, so marketing exclusively to this audience can
increase brand awareness and consumer advocacy of the brand.40
Lastly, a new trend has
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
39!Marketing!to!your!millennial!audience.!National!Restaurant!Association.!Retrieved!December!8,!
2015. http://www.restaurant.org/Manage-My-Restaurant/Marketing-Sales/Specialty-
Promotions/Generation-Now-Marketing-to-your-Millennial-audien!
21. ! 21!
sparked among fast food businesses- creating a Facebook application that directs
consumers to a brand’s app or product webpage.40
This allows consumers to order
products by creating a button on Facebook with a direct link to a brand’s product
webpages or a brand’s app.41
d. Instagram
As Instagram is a social media platform whose sole focus is uploading and
sharing photos, brand relevant quality photos are essential to attracting consumers to
brands.42
The style of the images also needs to be consistent and reflect the overall image
of the brand.43
Marketing experts suggest holding Instagram photo contests to actively
engage with the consumers.43
Instagram is different from the other social media platforms in that a post can
have up to 30 hashtags. Despite this, it is advisable that brands post no more than five
hashtags as it becomes superfluous and reduces the purpose of the captions providing the
context and story, not the hashtags.43
e. Blog
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
40!Fast!Food!Marketers!Target!Missing!Millennials.!Millennial!Marketing.!Retrieved!December!8,!
2015.!http://www.millennialmarketing.com/2009/03/fastBfoodBmarketersBtargetBmissingB
millennials/;!Bedussi,!Jessica.!(2014).!And!the!Winners!Are…The!Best!Social!Media!Campaigns!of!
2014.!Ignite!Social!Media.!Retrieved!December!8,!2015.!http://www.ignitesocialmedia.com/social-
media-trends/best-social-media-campaigns-2014/!
41!O’Neill,!Nick.!(2009).!AllFacebook!Interview:!Discussion!With!Pizza!Hut!About!Their!Facebook!
Strategy.!Social!Times.!Retrieved!December!8,!2015.!http://www.adweek.com/socialtimes/pizzaB
hutBfacebook/307257?red=af!
42!Ditty,!Alex.!(2015).!9!Instagram!Marketing!Tips!From!the!Best!Brands.!Business!2!Community.!
Retrieved!December!8,!2015.!http://www.business2community.com/instagram/9-instagram-marketing-
tips-best-brands-01140869#YVdBoBrdrgL8iZ0W.97;
Stecker, Hadley. (2015). Social Media Best Practices for Instagram. LaunchSquad. Retrieved December 8,
2015. http://www.launchsquad.com/blog/social-media-best-practices-instagram
43!Dougherty,!Jim.!(2015).!10!Pro!Tips!for!Instagram.!Cision.!Retrieved!December!8,!2015.!
http://www.cision.com/us/2015/07/10BproBtipsBforBinstagram/;!!
Daily,!Stephanie.!(2015).!10!Instagram!best!Practices!for!2015.!Firebelly!Marketing.!Retrieved!
December!8,!2015.!http://www.firebellymarketing.com/2015/04/instagram-best-practices-2015.html!
22. ! 22!
Corporate blogs are a great way for consumers to gain insight into a brand. Blogs
should be used to showcase products and services but go beyond promotional material to
highlight lifestyle and community activities and ideas related to the brand.44
Blogging
also creates an opportunity to bringing awareness to community members, groups, and
organizations that contribute in some way to the brand.45
Blogs are more flexible in
scheduling posts, but marketing research indicates posting on a consistent schedule and
during the middle of the workweek is best for high consumer viewing.46
Lastly, due to
blogs not being as actively viewed by consumers, a best practice is promoting blog posts
on other social media platforms for awareness.45
VII. Analysis
a. Social Media
Snap Kitchen follows the best practice of using hashtags on their social media
platforms. The company uses hashtags to promote and excite consumers about their
social media contests, which are usually held on Instagram. Snap Kitchen has also
incorporated their name in hashtags, using them in a manner that reflects their
consumers’ demographics and lifestyles. Snap Kitchen is excellent in responding to
consumers on each social media platform, usually replying within hours of a consumer
tweet or comment. The brand mainly relies on photos to appeal to the senses but they
have on occasion used a sensory description in a caption. Mainly these sensory
descriptions are seen in the company’s blog posts. The images posted to social media are
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
44!Hynes,!Tom.!(2012).!Corporate!Blogging!Best!Practices.!PR!Newswire.!Retrieved!December!8,!
2015.!http://www.prnewswire.com/blog/corporateBbloggingBbestBpracticesB4937.html!
45!Swallow,!Erica.!(2010).!15!Excellent!Corporate!Blogs!to!Learn!From.!Mashable.!Retrieved!
December!8,!2015.!http://mashable.com/2010/08/13/greatBcorporateBblogs/#ybuPxcyS8Pqo!
46!Nanji,!Ayaz.!(2014).!Blog!BestBPractices!and!Benchmarks.!MarketingProfs.!Retrieved!December!8,!
2015.!http://www.marketingprofs.com/charts/2014/25006/blogBbestBpracticesBandBbenchmarks!
23. ! 23!
varied but could be more inclusive, as the people pictured, outside of employees, are
female and are Millennials. As previously discussed, Snap Kitchen’s consumers also
include the Baby Boomer generation. Therefore, Snap Kitchen should include their older
consumers and other genders as well in their images. Snap Kitchen’s social media
platforms all follow the same voice and manner of speaking, which reflect their
consumer’s demographics and lifestyles. The posting schedule on each social media
platform is generally consistent except for the blog. The blog-posting schedule is
currently irregular and needs to change to either twice-a-month or once every week in
order to maintain consumer interest and awareness of the blog. Each social media
platform is separated in terms of original content. The only exception to this is Snap
Kitchen’s use of Twitter. Although original content is occasionally posted, the brand
relies more often on retweeting consumer praise and product information. Lastly, links to
Snap Kitchen’s Instagram and Facebook are posted regularly, but not for their Twitter or
blog posts. Links to their Twitter and blog posts would create more awareness of the
platforms and increase consumer following of each platform.
b. Twitter
Snap Kitchen generally abides by the best practice of 100 word character captions
and tweeting multiple times a day on Twitter. Because they tweet multiple times a day,
their first tweet is on the newsfeed before noon but the majority of their posts are tweeted
throughout the afternoon. Snap Kitchen has tweeted press about the company and on a
few rare occasions has tweeted lifestyle events and companies related to the brand.
However, community involvement and press could be tweeted more regularly to increase
consumer awareness of Snap Kitchen within the community. Viewed from the outside, it
24. ! 24!
seems as if Snap Kitchen has not partnered with a social cause on Twitter, which is a
great opportunity. Snap Kitchen’s consumers, Millennials and Baby Boomers, are greatly
interested in social causes; therefore, it would be a strategic move of Snap Kitchen to
partner with a social cause that Millennials are currently interested or engaged in.
c. Facebook
Snap Kitchen has irregularly posted articles related to their business practices and
values on their Facebook page. The brand also has not posted videos or captions with
images of consumer stories relating to Snap Kitchen. Their consumers are originally
attracted to the values of Snap Kitchen, which are encompassed in their business
practices, so it would be a welcomed move by Snap Kitchen’s consumers to post more
articles concerning their business practices. The same could be said for consumer stories
and their journey to and with Snap Kitchen. Snap Kitchen’s consumers generally control
word-of-mouth, however Snap Kitchen’s Facebook page suggests consumers are
promoting the brand among their Facebook friends so word-of-mouth is working for the
brand. Lastly, it would be strategic within the next few years for Snap Kitchen to either
create an app where consumers can get information about Snap Kitchen’s food products
and order food to be picked up, or have a Facebook application that directs consumers to
a Snap Kitchen webpage where they could order food. Other fast food companies, such as
Pizza Hut and Taco Bell, have followed this trend to much success. It provides
convenience to consumers and immediate access to information about Snap Kitchen and
its products.
25. ! 25!
d. Instagram
The quality of the photos Snap Kitchen posts on Instagram and its other social
media platforms look professional and follow the same style of freshness, youth, and
vitality. Snap Kitchen hosts multiple Instagram photo contests, sometimes weekly, that
are popular with its consumers. The only critique is that Snap Kitchen could employ
more hashtags with their Instagram posts. While the brand does hashtag its name, Snap
Kitchen could follow the bigger trends on Instagram, such as current events or seasonal
food changes like ice cream at the beginning of summer, to gain more consumer
awareness.
e. Blog
Snap Kitchen showcases their products well on the blog, especially individual
food products and seasonal menus. However, as previously discussed, a more regular
posting schedule is needed for the blog. Also, topics related to the Snap Kitchen brand,
such as various exercise activities and other healthy lifestyle subjects, could be discussed
more on the blog to attract a wider target audience and consumer awareness and
engagement.
26. ! 26!
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See https://twitter.com/snapkitchen for examples
21
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22
See https://twitter.com/myfitfoods/with_replies for examples
23
See https://twitter.com/simplyfitmeals for examples
24
See https://www.facebook.com/snapkitchen/info/?tab=overview for the About page
25
See https://www.facebook.com/myfitfoods/ for examples
26
See https://www.facebook.com/SimplyFitMealsDFWWWW/ for examples
27
See https://www.instagram.com/snapkitchen/ for examples
28
See https://www.instagram.com/myfitfoods/ for examples
29
See https://www.instagram.com/simplyfitmeals/ for examples
!
30!See!http://blog.snapkitchen.com/!for!examples!
!
31!See!http://blog.snapkitchen.com/5BnewBflavorsBforBfall/!for!examples!
!
32!Kolowich,!Lindsay.!(2014).!The!Rules!of!Twitter!Hashtags:!Hits!and!Misses!From!7!
Big!Brands.!Hubspot!Blogs.!Retrieved!December!8,!2015.!
http://blog.hubspot.com/marketing/twitter-hashtag-campaign-examples!
!
33!Ruggless,!Ron.!(2012).!Restaurants!share!keys!to!social!media!success!at!Summer!
Brand!Camp!conference.!Nation’s!Restaurant!News.!Retrieved!December!8,!2015.!
http://nrn.com/latest-headlines/restaurants-share-keys-social-media-success-summer-
brand-camp-conference
