Penton Marketing Services conducted a study analyzing online conversations about hash browns from October to December 2013 at 7 major restaurant chains. The study found Competitor 6 received over half of all mentions and consumers preferred shredded hash browns prepared to be crispy on the outside and soft inside. Customers also enjoyed customizing their hash browns with various toppings. The report provided demographics of commenters, examples of social media posts, and comparisons between brands to help clients understand online sentiment around hash browns.
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In a collaborative project, put together in partnership with McCain, we have been looking out to 2030 to explore and define how Off-Premise Dining might further evolve, and which of the multiple current trends are likely to stick? The emerging view is a first step toward answering the question. It reflects the key insights gathered from interviews and in-depth workshops with key industry stakeholders in Europe, the Americas and Asia, as well as the Future Agenda database and synthesised desk research.
The fight for future market share is already well underway, and significant bets are being placed on a wide range of future opportunities; from health-focused vending machines, through increasingly sophisticated mobile apps, to personalisation of food flavours. With so many significant shifts taking place simultaneously across the entire off-premise dining value chain, there will inevitably be winners and losers. We hope our insights can serve as a jumping off point for further discussion as to where the winners might emerge.
As with all Future Agenda projects, the aim is to challenge assumptions, identify emerging trends, and build an informed assessment of the changes ahead and their implications for strategy, policy, innovation and action.
If you’d like to be involved and add your views into the mix please do get in touch james.alexander@futureagenda.org
Email marketing is a vital part of any successful digital marketing strategy. It is a
powerful tool for businesses to communicate with their customers, promote their
products and services, and build brand awareness. However, creating an effective email
marketing campaign can be a daunting task, especially for those who are new to the
field.
China’s Super App Meituan just turned profitable. A year after its IPO, the 9-year-old company finally arrived at the inflection point investors have pined for. In its latest financial result for Q2 2019, it booked 3.17 billion dollars in revenue and 56 billion in market cap. That number means it has replaced Baidu as the third most valuable tech giants in China, right after Alibaba and Tencent. It also coincides with Uber’s Q2 number in both revenue and market cap, who is still struggling to break-even. How did Meituan Dianping manage to profit off the notoriously loss-making food delivery business? How did it rise to domination in a cutthroat arena for on-demand service, outstripping Alibaba’s Ele.me and Ctrip in market share? How does the app work for consumers and merchants?
Future of Off-Premise Dining - Emerging View.pdfFuture Agenda
From ‘dark kitchens’ to ubiquitous delivery brands and grocery on-demand, where, what and how we all eat is undergoing significant and rapid change.
In a collaborative project, put together in partnership with McCain, we have been looking out to 2030 to explore and define how Off-Premise Dining might further evolve, and which of the multiple current trends are likely to stick? The emerging view is a first step toward answering the question. It reflects the key insights gathered from interviews and in-depth workshops with key industry stakeholders in Europe, the Americas and Asia, as well as the Future Agenda database and synthesised desk research.
The fight for future market share is already well underway, and significant bets are being placed on a wide range of future opportunities; from health-focused vending machines, through increasingly sophisticated mobile apps, to personalisation of food flavours. With so many significant shifts taking place simultaneously across the entire off-premise dining value chain, there will inevitably be winners and losers. We hope our insights can serve as a jumping off point for further discussion as to where the winners might emerge.
As with all Future Agenda projects, the aim is to challenge assumptions, identify emerging trends, and build an informed assessment of the changes ahead and their implications for strategy, policy, innovation and action.
If you’d like to be involved and add your views into the mix please do get in touch james.alexander@futureagenda.org
Email marketing is a vital part of any successful digital marketing strategy. It is a
powerful tool for businesses to communicate with their customers, promote their
products and services, and build brand awareness. However, creating an effective email
marketing campaign can be a daunting task, especially for those who are new to the
field.
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Are you ready for the time when even more than half of the restaurant consumption happens outside the restaurant? It’s certainly around the corner.
If you have more questions about setting up your cloud kitchen. Ask in the comments and we’ll get back to you.
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How Meal Kit Delivery Business Model workRavi Bhatia
Online meal-kit delivery services offer people a convenient way to have nutritious & delicious food at home without having to plan for it. These online portals let people choose meals from a menu (which is updated every week or so) and deliver pre-measured fresh ingredients along with recipes at their doorstep to help them cook chef-like meals at home.
Are you ready for the time when even more than half of the restaurant consumption happens outside the restaurant? It’s certainly around the corner.
If you have more questions about setting up your cloud kitchen. Ask in the comments and we’ll get back to you.
Food Panda Market Analysis keeping Digital Marketing as area of focus. SWOT analysis, company profile, Digital Progress, Marketing analysis, Market growth, competition analysis are all covered under this presentation.
Competitive Research for Uber Eats- Digital MarketingSbPatan
This is a presentation on the digital strategy of Uber eats and how it can improve it and some suggestions. This is a group presentation made by other two people.
Dine-O! Marketing Strategy for a Food Delivery AppAbhinav S
A marketing plan for a food-delivery application named Dine-O!, describing its market positioning, free and premium features and the implementation of its strategies and tactics.
3 potato 4 cover in Franchising USA February issue Check it outVikki Bradbury
Great Franchise concept now looking for great Franchisees. It is easy being Green. Guenevere Blanchard talks to Franchising USA about the concept and plans for 2014. You can also check them out at the Houston Franchise Expo, Reliant Center February 6th - 8th.
Advertising plan book for a campaign focused on increasing sales for the Five Guys Brand. This book includes a new slogan for the company and research that was conducted in order to appeal to two target audiences, along with media choices within an allocated budget of 18 million dollars.
Improving your Brand's Visibility in an Ever Changing Online EnvironmentSiteLab Interactive
Marketing in the online environment for a product that can only be purchased offline is always a challenge. This webinar will guide you through how to meet the challenge by engaging your customers in the online and digital environments they frequent -- social networks, web sites, search engines, mobile phones and email inboxes.
Report OutlineI. Background- A. Info on specific product we’re.docxsodhi3
Report Outline
I. Background-
A. Info on specific product we’re advertising (curly fries, inexpensive variety of sandwiches)
B. Status of Arby’s in current fast food industry
C. How their products are being advertised now
D. Objectives of our focus groups/interviews: we want to learn how the following pertains to college students:
D. Fast food consumption patterns (when, where, why eat fast food?)
D. Fast food preferences overall (what they like and dislike about fast food/what they look for when choosing a restaurant to go to)
D. Opinions on current fast food branding/advertising and how Arby’s stacks up against competition in terms of marketing
D. Overall attitudes towards Arby’s
E. How info will be used:
E. Develop a more positive image for Arby’s
E. Develop a robust advertising campaign to attract college students/new customers and make it a strong competitor in the industry
II. Method-
A. Target group definition (talk about the screener- college students who eat fast food, etc.)
B. Number of interviews- 24 total
C. How respondents were recruited- friends, classmates, randomly found on campus
D. Where and time period interviews were held- local coffee shops, on-campus, library; about 45 minutes each
E. Insert a copy of the screener and discussion guide here (not in an appendix)
III. Findings- discuss results in terms using “virtually all respondents”, “almost no one”, “several” (don’t use numbers/percents)-
A. Consumption
A. Most popular fast food restaurants: In n Out, Carl’s Jr., Taco Bell, Jack in the Box, Chipotle
A. Consumption patterns: late night or during the week when they’re too lazy to make food
A. Most are not concerned about healthy choices on fast food menus
A. Important factors when choosing a fast food restaurant: mood, taste, location/accessibility, value for money, speed
A. Like: fast, cheap, open 24 hours/convenient
A. Don’t like: when the food is super unhealthy, can’t trust advertising (false claims of real beef, etc.) or it’s boring
A. Top choices for fast food: burgers, sandwiches, fries, tacos
A. Overwhelming positive response to curly fries-- “everyone loves curly fries”
B. Branding/Advertising
B. All fast food is pretty much the same. Some fast food restaurants have better quality than other similar fast food places.
B. Will often switch between different fast food restaurants based on mood (loyal to a few; don’t want to always be eating the same thing/want several alternatives)
B. What they like about ads: humor, catchy jingles/slogans
B. What they don’t like about ads: deceptive advertising, boring, annoying
B. Most people we interviewed hadn’t seen any Arby’s ads
B. Arby’s ads don’t stand out or make food look appealing and they are not funny
B. They feel like it mostly appeals to guys and meat lovers (everyone else is pushed away)
C. Arby’s
C. Most rarely visit Arby’s or have gone only a few times (experience was okay)
C. They are aware that Arby’s serves sandwiches
C. Brand is outdated/not exciting
C. ...
▪ Performed focused customer segmentation using regressions to analyze data on which segment of diners pick Denny’s over IHOP.
▪ Filtered and transformed the data from categorical to numeric variables in statistical software using python, R studio and Excel.
▪ Interpreted comparisons for each segmentation using strategic metrics suggesting business recommendations.
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Ohio University's NSAC Pizza Hut campaign 2015Autumn Cooper
Ohio University competes in the National Student Advertising Competition every year against other schools. Last year, the client was Pizza Hut. We were asked to develop a full campaign that would increase their mobile and digital orders.
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For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
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When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
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1. Hash Brown Market Insights Study
Sample
Client XYZ | October 1 – December 31, 2013
Building a Marketing & Engagement Roadmap
2. Pentonmarketingservices.com | 2Pentonmarketingservices.com | 2
Analyze data from key conversations happening online that provide
feedback on hash browns at 7 key restaurant operators:
Competitor 1
Competitor 2
Competitor 3
Competitor 4
Competitor 5
Competitor 6
Competitor 7
Deliver data and insights to assist in enhancing the position of hash
brown product to key Client XYZ customers
Determine the relationship of consumer feedback around hash
browns and the resulted brand loyalty it delivers for Client XYZ
customers
Understand any potential feedback that can be used to enhance the
Client XYZ hash brown product
What consumer/operator needs are trending that can be seen as
potential threats to Client XYZ’s product
Study Objectives
We focus on:
Audience
Analysis
Who is most active and
what they are saying?
What does your audience care
about, any pain points, what
influences them to buy?
Content
Needs
What content is
influencing the market
and where?
Where is content resonating
(social media, forums, etc.)
Find brand
advocates/influencers. Assess
client’s current content.
Alignment of
Marketing
Campaigns
Where should your
brand focus online?
What is the right media mix,
what new marketing channels
provide opportunity?
3. Pentonmarketingservices.com | 3
Study Methodology
How we collect, review and present insights & data to ultimately drive your ROI
MONITOR
Using a combination of robust 3rd party tools and manual search performed by our experienced
analysts, we look across all online media types (blogs, forums, social media channels and mainstream
news sources) during a specific time period, based on study objectives & goals.
ANALYZE & ASSESS
Findings are explored, insights are identified, opportunities are outlined and your current content is
reviewed.
This collaboration of qualitative and quantitative research results in the findings that are published in
this report. We align insights with marketing recommendations and provide a path of execution for you
to use this data moving forward.
The Penton Advantage
After identifying key insights we are able to validate and/or expand on the
findings with Penton’s own industry experts.
SO WHAT? Our experts are already connecting and engaging with your target
audiences so they provide information no other firm can give you access to.
4. Pentonmarketingservices.com | 4
Final Study Outline
HASH BROWN INDUSTRY OVERVIEW
Overall Mentions
Competitive Share of Voice
Popular Online Destinations
RESTAURANT CHAINS
Brand Infographic
Sample Posts
Competitor 1
Competitor 2
Competitor 3
Competitor 4
Competitor 5
Competitor 6
Competitor 6 vs. Competitor 7
Competitor 6 vs. Competitor 1
Competitor 7
APPENDIX
Extra data points
5. Pentonmarketingservices.com | 5
Overall Mentions
Restaurant Chain Share of Voice
Top Online Contributors
How Consumers Talk about Hash Browns
Hash Brown Overview
6. Pentonmarketingservices.com | 6
Hash Brown Mentions
More than 8,700 mentions of the brand names and hash brown iterations were analyzed from October
1 through December 31, 2013.
73%
19%
1% 3% 4%
Top Social Channels
Twitter
Facebook
Mainstream News
Blogs
Forums
40%
30%
21%
9%
Age
18-24
25-34
35-55
55+
35%
19%9%
27%
10%
Region Breakdown
California
New York
Georgia
Texas
Florida
58%
42%
Gender Breakdown
Female
Male
7. Pentonmarketingservices.com | 7Pentonmarketingservices.com | 7
More than 8,700 mentions of the brand names and hash brown
iterations were analyzed from October 1 through December 31, 2013.
Competitor 6 holds the
majority of
mentions, with
Competitor 4 and
Competitor 2with high
popularity, too.
At Competitor 4, the
majority of mentions are
from women, at 62% on
Twitter.
Competitor 5 received
positive mentions
around their “semi-
crispy” hash browns.
The cooking style – on
the grill – is favored to
get the “perfect crispy
outside and soft inside”
that customers enjoy.
New Year’s Day
brought the biggest
spike in
mentions, people eating
after a big night.
Competitor 6 is most
notably mentioned
around the various
toppings for their hash
browns.
Restaurant Chain Share of Voice
TOTAL MENTIONS
Competitor 1: 158
Competitor 2: 1135
Competitor 3: 180
Competitor 4: 2113
Competitor 5: 266
Competitor 6: 4815
Competitor 7: 46
2%
13%
2%
24%
3%
55%
1%
Competitor 1
Competitor 2
Competitor 3
Competitor 4
Competitor 5
Competitor 6
Competitor 7
8. Pentonmarketingservices.com | 8Pentonmarketingservices.com | 8
More than 8,700 mentions of the brand names and hash brown
iterations were analyzed from October 1 through December 31, 2013.
Most people posting
about hash browns
and these chains on
Twitter are between
the age of 21 and 34.
Twitter posts often
include hashtags such
as:
#hashbrowns, #breakf
ast, #omelet, #hungry,
which is where most
mentions come from.
Facebook provides an
opportunity for people
to share their daily
activities, of which
eating hash browns is
generally involved.
These are usually not
filled with much
sentiment.
Where the Mentions Originate
73%
19%
1% 3% 4%
Top Social Channels
Twitter
Facebook
Mainstream News
Blogs
Forums
9. Pentonmarketingservices.com | 9
Top Online Destinations
Urbanspoon is a dedicated review site of
restaurants and food in different regions.
Mobile reviews are very popular on this site.
Yelp is also a dedicated
restaurant, shop, venue review site.
Reviewers are generally between 20-40.
Roadfood
Website with resources for those traveling
and needing restaurant and food
ideas, and forums for those discussions.
Chowhound is a top forum for discussion
about food, restaurants, recipes, etc.
10. Pentonmarketingservices.com | 10
CONSUMERS EAT HASH BROWNS WITH…
Hash browns are most often being consumed at
breakfast, generally with bacon and eggs, and
usually with something indulgent, such as
pancakes or waffles.
TASTE VS. TEXTURE
Texture of the hash browns – crispy, golden brown
outside with a soft inside – is commented on
most, with little mention of taste.
Customers enjoy what they cover their hash
browns with (similar to what Competitor 6
offers) – smothered, covered, etc.
PERPARATION
Negative sentiment in relation to hash browns
generally pertains to how they are prepared
(not cooked thoroughly.)
“Preformed” is a frequently mentioned
keyword. Customers do not prefer hash
browns that are preformed and sometimes
precooked.
SHREDDED HASH BROWNS
Consumers prefer shredded hash browns
Competitor 5, Competitor 4 and most notably
Competitor 6 are cited most for having
shredded hash browns - as opposed to the
diced, home-fried type other venues serve.
SUBSTITUTIONS & UPCHARGES
Consumers harp on:
upcharges for additional toppings on their hash
browns
restaurants not allowing a substitution of hash
browns for another item
AUDIENCE AGE DIFFERS BY RESTAURANT
51+ Competitor 7, Competitor 1, Competitor 5
18-35 Competitor 2, Competitor 3, Competitor 4, Competitor 6
Under 21 Not much activity
ONLINE DESTINATIONS & CONTENT
Twitter & Facebook: updates about what
people are eating at the restaurants
Forums and online review sites: restaurants
as a whole, or specific food
Industry Analysis
Shredded hash browns seem to be the favorite
11. Pentonmarketingservices.com | 11
Industry Analysis Cont’d
COMPARISONS TO COMPETITOR 6
Its menu is frequently mentioned
Consumers rave about different ways they
can get their hash browns, and visit
Competitor 6 simply for this experience.
Hash brown options: smothered
(w/onions), covered (w/cheese), chunked
(w/ham),
“all the way” (w/everything)
AUDIENCE: BODYBUILDERS
A unique audience, as they’re looking for
breakfasts with the most amount of
calories, carbs and protein. Often
recommended are chains, such as Competitor
4 and Competitor 2.
HASHTAGS & HASHBROWNS
There are over 5,000 references of hash
browns and hashtags in the same
sentence/tweet. This reflects an opportunity for
humor and an engaging marketing ploy.
RECIPIES & HOMEMADE HASH BROWNS
Consumers try to replicate Competitor 6 hash
browns and often share recipes and
techniques online, as with other chains’ hash
browns.
Competitor 5 and Competitor 6 hash brown
recipe is also shared throughout social
channels, mainly Twitter,
and forums.
12. Pentonmarketingservices.com | 12
PREPERATION UPCHARGES
SHREDDED HASH BROWNS
Taste vs. Texture: Sample Posts
Shredded hash browns, how they’re prepared, and what customers eat them
with
14. Pentonmarketingservices.com | 14
What Consumers Eat Hash Browns With…
Most often, people order hash browns on
the side of their eggs, with bacon and
pancakes
Substitutions for other items with hash
browns is a popular topic, especially if
restaurants don’t allow substitutions (or at
least those free of cost). Consumers have
chosen to get extra hash browns.
I’ve had home fries all over in the states for
many years, and in Mexico and Canada too!
Some of the chains, like Competitor 5 and
Competitor 2, do hash browns really well.
Lovely with a dippy egg and lots of ketchup.
I am also a fan of (redacted)’s has browns….
Sides
15. Pentonmarketingservices.com | 15
How Consumers Talk About Their Hash Browns
“…I would love some… shredded hash
browns…”
“…smothered, covered, & chunked…”
“…get those hash browns chunked (with ham)
and extra crispy…”
Hash Brown Type
16. Pentonmarketingservices.com | 16
Hash Browns vs. Home Fries/Breakfast Potatoes
33,715
268,799
5,736 731
Home Fries Hash Browns Potato
Pancakes
Breakfast
Potatoes
Hash browns lead mentions from
October – Dec. 31
Other variations included are mentioned as
alternatives by a very small majority
Hash browns and home fries were
mentioned in the same post 962 times, and
the majority of these posts came from
Twitter, second Facebook
Majority of posts express that either hash
browns are better than home fries OR
confusion around what the difference
between the two is
17. Pentonmarketingservices.com | 17
HOME FRIES
Age
Gender
Hash Browns vs. Home Fries Demographics
HASH BROWNS
Age
Gender
Boolean used: “hash browns” OR “hashbrowns;” “home fries”
18. Pentonmarketingservices.com | 18
Hash Browns vs. Home Fries
Competitor 4 and Competitor 5 are mentioned most in regards to home
fries, Competitor 1 is third.
Hash browns are preferred because of the crunchy factor that the customer receives
Other patrons like home fries better, but only with the peppers and onions
Customers use caution when ordering home fries at restaurants because they’re afraid they won’t
be cooked well – uncooked (fresh potatoes) or hard vs. crispy outside and good flavor.
72, 58.54%
40, 32.52%
5, 4.07%
6, 4.88%
Is there a difference between hash browns and home fries other
than the way they look
I haven’t had has browns since I was a kid and they were
(redacted)s so they weren’t “real” hash browns I suppose
But I heard you take a baked potato, chop it up and put it in a pan
for home fries and tried that and it was pretty good
Shoestring hashbrowns are at the bottom of the breakfast potato
hierarchy imo, even though those pictures above look amazing.
Homefries and (redacted) style hashbrown patties are superior to
shoestring hash.
20. 11%
52%
17%
20%
51+
36-50
21-35
Under 20
Hash Brown Breakdown
73% of all social
mentions come from
Twitter
Enjoyed Most with…
Eggs
35%
Bacon
34%
Consumer
Preference
vs
Hash browns
Home fries
Share of Voice
Age Breakdown
Consumer Feedback
Do not “pre-form” or precook
Make sure they’re crispy
Prefer shredded
Like option to add toppings
Competitor 2
AND hash browns #bacon
“If you come to
Competitor 2 and
don’t get hash
browns ON your
sandwich. You
haven’t lived.”
@bridgettepreece
Age BreakdownTarget younger
crowds due to
their frequent
social media use
and late night
attendance.
42%
Gender
Breakdown
58%
13%
1%
3%
24%
2%
2%
55%
Competitor 2
Competitor 7
Competitor 5
Competitor 4
Competitor 3
Competitor 1
Competitor 6
268,799
33,175
40%
30%
21%
9%
55+
35-55
25-34
18-24
1,135
46
266
2,113
180
158
4,815
MENTIONS
22. 8%
50%
17%
25%
51+
36-50
21-35
Under 20
Hash Brown Breakdown
73% of all social
mentions come from
Twitter
Enjoyed Most with…
Eggs
35%
Bacon
34%
Consumer
Preference
vs
Hash browns
Home fries
Share of Voice
Age Breakdown
Consumer Feedback
Do not “pre-form” or precook
Make sure they’re crispy
Prefer shredded
Like option to add toppings
Competitor 3
AND hash browns
“I felt like I was
eating at a friends
house.”
- rednecktrucker
Age BreakdownTarget younger
crowds due to
their frequent
social media use
and late night
attendance.
z
48%
Gender
Breakdown
52%
268,799
33,175
40%
30%
21%
9%
55+
35-55
25-34
18-24
Boolean Search Data: “hashbrowns” OR “hash browns” AND (“Competitor 4” OR “Competitor 2” OR “Dennys” OR “Competitor 5” OR “Competitor 1” OR
“Competitor 7”
OR “Competitor 3” OR “Competitor 6”) Report Range: October 2013 – December 2013
1,135
46
266
2,113
180
158
4,815
MENTIONS
Most referenced with their
stuffed hash
browns, although they
aren’t emphasized on
Facebook.
reviews of Competitor 3
are made mostly by
families.
13%
1%
3%
24%
2%
2%
55%
Competitor 2
Competitor 7
Competitor 5
Competitor 4
Competitor 3
Competitor 1
Competitor 6
24. 18%
59%
13%
10%
51+
36-50
21-35
Under 20
Hash Brown Breakdown
73% of all social
mentions come from
Twitter
Enjoyed Most with…
Eggs
35%
Bacon
34%
Consumer
Preference
vs
Hash browns
Home fries
Share of Voice
Age Breakdown
Consumer Feedback
Do not “pre-form” or precook
Make sure they’re crispy
Prefer shredded
Like option to add toppings
Competitor 4
AND hash browns
Age BreakdownTarget younger
crowds due to
their frequent
social media use
and late night
attendance.
z
43%
Gender
Breakdown
57%
268,799
33,175
40%
30%
21%
9%
55+
35-55
25-34
18-24
Boolean Search Data: “hashbrowns” OR “hash browns” AND (“Competitor 4” OR “Competitor 2” OR “Dennys” OR “Competitor 5” OR “Competitor 1” OR
“Competitor 7”
OR “Competitor 3” OR “Competitor 6”) Report Range: October 2013 – December 2013
1,135
46
266
2,113
180
158
4,815
MENTIONS
Younger audiences
frequent Competitor 4 the
most.
Customers prefer the
indulgent menu items:
pancakes, country fried
steak, waffles…
with hash browns on the
side.
“I think one of my
favorite foods would
be those
hashbrowns at
Competitor 4. To die
for.”
@fuccab
13%
1%
3%
24%
2%
2%
55%
Competitor 2
Competitor 7
Competitor 5
Competitor 4
Competitor 3
Competitor 1
Competitor 6
26. 9%
30%
20%
41% 51+
36-50
21-35
Under 20
Hash Brown Breakdown
73% of all social
mentions come from
Twitter
Enjoyed Most with…
Eggs
35%
Bacon
34%
Consumer
Preference
vs
Hash browns
Home fries
Share of Voice
Age Breakdown
Consumer Feedback
Do not “pre-form” or precook
Make sure they’re crispy
Prefer shredded
Like option to add toppings
Competitor 5
AND hash browns
Age BreakdownTarget younger
crowds due to
their frequent
social media use
and late night
attendance.
Older crowds will
remain a huge
draw for
Competitor 5.
z
49%
Gender
Breakdown
51%
268,799
33,175
40%
30%
21%
9%
55+
35-55
25-34
18-24
1,135
46
266
2,113
180
158
4,815
MENTIONS
“How good do hash
browns sound right
now?? Not the
(redacted)s one the
ones like Competitor
5”
@bruseruse
Had highest ratings on:
as compared to competitors.
13%
1%
3%
24%
2%
2%
55%
Competitor 2
Competitor 7
Competitor 5
Competitor 4
Competitor 3
Competitor 1
Competitor 6
28. Pentonmarketingservices.com | 28
c
Competitor 6 Analysis
Consumers rave about all the different ways they can get their hash browns and will visit a
Competitor 6 just for this hash brown experience.
People even discuss how far they will drive to get to a Competitor 6 to try the hash browns.
Above all other restaurants, customers are enthusiastically loyal to Competitor 6
29. Pentonmarketingservices.com | 29
Competitor 6 Demographics & Audience Segments
Largest age group is 21-35, most
often discussing hash browns and
indulgent menu items
Customers offer tips on how to
order the hash browns on review
sites
Age
Gender
32. Pentonmarketingservices.com | 32
Competitor 6
Audience skews younger
Enthusiastically discuss different ways
hash browns are eaten
Mentions of other indulgent items for
breakfast, lunch and dinner
Age
Competitor 6 vs. Competitor 7
Competitor 7
Largest audience segment is 50+, higher
than Competitor 6 and other restaurant
chains
Discussions surround the atmosphere of
restaurant rather than food
Most discussed food is crepes and pies,
not hash browns or other breakfast food
Age
33. Pentonmarketingservices.com | 33
c
c
Competitor 6 vs. Competitor 7 Hash Browns
Competitor 6
“Great hash browns!”
Competitor 7
“Hash browns had been smashed flat in an
attempt to cook more quickly. Barely colored
up and dry.”
4817
42
Competitor 6
Competitor 7
Total “hash brown” Mentions
34. Pentonmarketingservices.com | 34
Competitor 6
Mentions of Competitor 6 hash browns
are positive and frequently about the
way they are covered.
The experience customers have with
hash browns influences what they think
about the rest of the food in a positive
way.
Age
Competitor 6 vs. Competitor 1
Competitor 1
Most active audience segment is older
audience, 36 and above, compared to other
chains with active audiences 35 and below.
Mentions of hash browns after the product
switch in November 2012 are more
negative than before.
Age
35. Pentonmarketingservices.com | 35
c
c
Competitor 6 vs. Competitor 1 Hash Browns
Competitor 6
“You know you love a chain…when you are wiling to
drive 30 miles each way to get coffee, a waffle and
hashbrowns.”
Competitor 1
“Hash browns looked good, tasted burnt.”
4817
111
Competitor 6
Competitor 1
Total “hash brown” Mentions
36. Pentonmarketingservices.com | 36
Additional Restaurant Chains Being Discussed
(Redacted)’s breakfast is often discussed – the hash browns are mentioned sometimes, but more so
as it relates to the hash brown casserole (which receives positive marks)
37. Pentonmarketingservices.com | 37
Competitor 7 Sentiment is Fairly Positive
Sentiment around Competitor 7’s current breakfast menu, specifically the hash browns, is
positive, however there are mixed reviews as well just as with any restaurant chain
Overall, people enjoy Competitor 7 because of the good service they receive
Breakfast is positively reviewed, aside from remarks about the food being “average”
The most positive remarks, especially from Urbanspoon are about the Competitor 7’s pies and the
kind service
Compared the most to Competitor 2 for atmosphere and sometimes food; “western Competitor 2”
38. Pentonmarketingservices.com | 38
Competitor 7 Demographics & Audience Segments
Male to female ratio of conversation
participation is fairly equal
Competitor 7 skews to an older audience
These people discuss more of the
atmosphere than the food
The most recommended breakfast option is
the crepes
Age
Gender
39. Pentonmarketingservices.com | 39
Perception of Competitor 1 Before & After Switch
Data cannot be found for mentions of the
hash brown product switch right after it
happened, there were only 158 mentions of
Competitor 1’s hash browns and they were
mostly positive on social channels.
A few mentions of Competitor 1 hash
browns included them not being prepared
well, however people said they looked
good.
40. Pentonmarketingservices.com | 40
Competitor 1 Demographics & Audience Segments
Ages 36-50 generate most mentions which
usually come from blogs, forums or
Facebook rather than Twitter
Discuss service and quality of food in more
detail
Younger mentions are usually Foursquare
check-ins
Females hold the slightest majority of
conversations around Competitor 1
Females tend to post on social channels
more about going to restaurants
Age
Gender
18-24 25-35 were big groups throughout the research
People either talking about how they like hash browns better, or that they are confused between the two.
Younger people talking about hash browns, more femaleOlder people, 36-50 and 51 and over mentioning home fries, and male and female are more balanced.
Hash browns=crunchHome fries, if they’re cooked right (which is a very rare thing in restaurants supposedly), and have good flavor are thought of positively.
Audience type – groups of people; community groups; families
Competitor 7was mentioned overall positive. The positive mentions generally came from the high remarks about the pies they have. The rest of the breakfast options seemed to be “average.” Thought it was compared to Competitor 2in terms of the atmosphere and the food at times.