1. 23-04-2014 Siddharth Sheth, Simplify360 1
Top US Fast Food Chains on
Social Media

2. Overview
• Top 10 US based fast food chains on social media
• Top local fast food chains on social media
• Top fast food chains with global presence
• Top category-wise fast food chains on social media
• Most mentioned brands
• Most talked about brands
• Most followed and liked brands
23-04-2014 Siddharth Sheth, Simplify360 2

3. Trends
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#1
McDonald’s is the most
social fast food chain, with
an SSI score of 93.6
#8
Whataburger bagged an
impressive 8th position
despite having just 200
locations across 12 states
93.6
Starbucks has the highest
Facebook engagement
score of 93.6
19.38%
McDonald’s has maximum
proportion of people talking
about it on Facebook
91.76
Starbucks also has the
highest Twitter engagement
score of 91.76
#1
Taco Bell is the most
mentioned brand on Twitter
SSI (Simplify360
Social Index) is a
function of buzz
score, Facebook
engagement score
and Twitter
engagement score

4. Top 10 US Based Fast Food Chains On
Social Media
Rank Brand SSI Score (Mar‘14) Scope
1 McDonald's 93.6 Global
2 Starbucks 91.79 Global
3 Taco Bell 84.94 Global
4 KFC 76.78 Global
5 Burger King 76.07 Global
6 Pizza Hut 73.61 Global
7 Domino's Pizza 65.41 Global
8 Whataburger 62.68 Local
9 Ben & Jerry's 54.27 Global
10 Jimmy John’s 52.23 Local
23-04-2014 Siddharth Sheth, Simplify360 4

5. Top Local Fast Food Chains On Social
Media
Rank Brand SSI Score (Mar‘14)
1 Whataburger 62.68
2 Jimmy John’s 52.23
3 Chipotle Mexican Grill 46.33
4 Sonic Drive-In 43.59
5 Tim Horton’s 31.11
6 Popeye’s Louisiana Kitchen 27.69
7 Häagen-Dazs 27.44
8 Del Taco 25.39
9 Five Guys Burgers and Fries 21.55
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6. Top Fast Food Chains With Global Presence
Rank Brand SSI Score (Mar ‘14)
1 McDonald's 93.6
2 Starbucks 91.79
3 Taco Bell 84.94
4 KFC 76.78
5 Burger King 76.07
6 Pizza Hut 73.61
7 Domino's Pizza 65.41
8 Ben & Jerry's 54.27
9 Papa John's 50.39
10 Sbarro 21.09
11 California Pizza Kitchen 18.58
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7. Top Fast Food Chains On Social Media
Category-wise
Rank Brand SSI Score (Mar ‘14) Product
1 McDonald's 93.6 Burger
2 Starbucks 91.79 Beverages
3 Taco Bell 84.94 Tex-Mex
4 KFC 76.78 Chicken
5 Pizza Hut 73.61 Pizza
6 Ben & Jerry's 54.27 Ice Cream
7 Jimmy John’s 52.23 Sandwiches
8 Tim Horton’s 31.11 Baked Goods
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8. Most Mentioned Brands
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21,738
30,232
38,912
39,011
57,876
66,095
70,995
138,276
156,868
286,781
0 100,000 200,000 300,000
KFC
Domino's Pizza
Sonic Drive-In
Chipotle Mexican Grill
Pizza Hut
Burger King
Whataburger
Starbucks
McDonald's
Taco Bell
Mentions

9. 23-04-2014 Siddharth Sheth, Simplify360 9
Taco Bell
Chipotle Mexican Grill
Five Guys Burgers and Fries
Ben & Jerry's
Del Taco
Sonic Drive-In
Tim Hortons
Starbucks
Jimmy John’s
Whataburger
Popeyes Louisiana Kitchen
Häagen-Dazs
McDonald's
KFC
Burger King
Pizza Hut
Domino's Pizza
California Pizza Kitchen
Papa John's
Sbarro
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
0 50,000 100,000 150,000 200,000 250,000 300,000 350,000
MentionsperFollwoerasPercentage
Total Number of Mentions
Twitter Mentions per Follower vs
Total Number of Mentions
Local brands (except Sbarro) are
engaging their target customers really
well. Despite having less followers,
they have relatively more tweets per
follower
Taco Bell has the best
performance on Twitter
among global brands
using this parameter
Despite having a really large fan
following on Twitter, these 2
brands have very few mentions
compared to Taco Bell

10. 23-04-2014 Siddharth Sheth, Simplify360 10
Taco Bell
Chipotle Mexican Grill
Five Guys Burgers and Fries
Ben & Jerry's
Del Taco
Sonic Drive-In
Tim Hortons
Starbucks
Jimmy John’s
Whataburger
Popeye's
Häagen-Dazs
McDonald's
KFC
Burger King
Pizza Hut
Domino's Pizza
CPK
Papa John's
Sbarro
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
0 5,000,000 10,000,000 15,000,000 20,000,000 25,000,000 30,000,000 35,000,000 40,000,000
F
o
l
l
o
w
e
r
s
o
n
T
w
i
t
t
e
r
Likes on Facebook
Followers vs Likes
Shows what a strong presence
Starbucks and McDonald’s command

11. 23-04-2014 Siddharth Sheth, Simplify360 11
19.38%
15.10%
7.92%
5.88%
5.20%
5.01%
3.46%
2.86%
2.31%
2.19%
1.18%
0.93%
0.59%
0.42% 0.39% 0.38%
0.35%
0.18%
0.11%
0.10%
Most Talked About on Facebook
McDonald's
Starbucks
Burger King
Ben & Jerry's
Taco Bell
KFC
Whataburger
Häagen-Dazs
Domino's Pizza
Pizza Hut
Popeyes Louisiana Kitchen
Jimmy John’s
Sonic Drive-In
California Pizza Kitchen
Del Taco
Chipotle Mexican Grill
Papa John's
Five Guys Burgers and Fries
Tim Hortons
Sbarro

12. • Simplify360’s proprietary listening tool is used
for collecting the data and counting the number
of mentions for each company.
• The parameters considered for Twitter and
Facebook were also gathered through
Simplify360.
• A total of 20 global companies were considered
in the analysis.
Methodology

13. Report Prepared By
Siddharth Sheth
Siddharth has joined Simplify360 as a summer intern. He is currently pursuing
his post graduation degree from Indian Institute of Foreign Trade, Delhi
Connect with him

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