IS 415 UAB Project for Educational Use

1. How Restaurants can leverage Social Media
SOCIAL MEDIA IN THE SOCIAL SCENE

2. WHAT ABOUT THE INDUSTRY?

3. THE RESTAURANT INDUSTRY
 $632 billion Annual Sales
 970,000 locations
 48% of Food Dollar Spent in Restaurants
 Over $2,500 per Household
 12.9 million Employees
 1.4million More in Next Decade
 80% of Owners Began in the Trenches
 50% of All Adults Have Worked in Restaurants

4. RESTAURANT REVOLUTIONS
 New Customer
 Economic Turnaround
 Social Media Tools
 Ordering
 Evaluation
 Information
 Wifi Society
 Engagement

5. WHERE’S THE FIT?
 Savvier Consumer Loves Value and Finds
Information
 Higher ROI for Social Media Marketing
 Better Reach than Traditional Marketing
 Outlet for Loyal and Dissatisfied Customers
 Fosters Brand Communities
 Personal Messages
 Oppositional Loyalty

6. WHO IS GETTING IT DONE?
 West Café 2.0
 Blizzards and Blogs
 Pandora Pies
 Five Flavors
 Pushers
 Coke
 Liquor

7. WEST CAFÉ PORTLAND
 Blog to Cover Specials  Results Over 7 Months:
and Restaurant Info  Web Traffic up 500%
 Twitter to Reach Out  Page Views up 300%
and Create Awareness  Sales up 374%
 Marriage of Platforms  Free Marketing
 The Five Point Plan
 Bail Out Menu
 Dow Daily Drinks
 Let Them Eat Cake
 Bootleg Bash

8. BLIZZARDS AND BLOGS
 Blizzard Fan Club
 Free Ice Cream
 Exceeded Goals
 Smiles and Stories
 Employee Blog
 Branded Podcasts
 5.3 million Fans
 47,000 Followers

9. PANDORA PIES
 http://www.youtube.com/watch?feature=player_
 Branded Radio Station detailpage&v=e4RvvLx-vZM
 Product Info
 Locations & Nutrition
 180, 000 Ebuddies
 Mobile Campaigns
 18-24
 18-49
 2011 Hot Wings
 Ads and Banners

10. FIVE OTHER FLAVORS
 Zengo Facebook
 Havana Central Twitter
 Cupcake Classes
 Burger Shoppe 4 sq
 Nombe Foodspotters

11. WHO’S THE PUSHERMAN?
 Coke
 Want to Change the
World‟s Conversations
 Dynamic Storytelling
 Liquid Content
 Booze!
 Wines of Chile
 Smirnoff Nightlife
 11.12.11
http://www.youtube.com/watch?v=EIU2sojmH7
4

12. VIEW MY ANALYSIS TO FIND OUT:
 Blunders
 Local Businesses
 Bellini's
 PF Chang‟s
 Hot & Hot
 AL Seafood
 Restaurant Strategy
 Goals
 Getting Connected
 Techniques

13. REFERENCES
 National Restaurant Association Facts at a Glance. National Restaurant  American Dairy Queen Corporation. “Blizzard Fan Club.” Facebook.
Association. November 26, 2012. December 1, 2012. http://www.facebook.com/blizzardfanclub?fref=ts
http://www.restaurant.org/research/facts/.  Fruchter, Michael. “Social Case Study: Dairy Queen.” July 21, 2009.
 Bielinski, Bob. “2012 U.S. Restaurant Industry Outlook.” 5 Minute MichaelFruchter.com. November 10, 2012.
Capitol. CIT. November 26, 2012. http://www.michaelfruchter.com/blog/tag/digital/.
http://www.cit.com/wcmprod/groups/content/@wcm/@cit/documents/info  “Welcome to the Sweet Life.” American Dairy Queen Corporation.
rmation/s4009433.pdf. December 4, 2012. http://blog.dairyqueen.com/.
 Purdy, Rebecca. “Study of Social Media and the Value to Restaurants.”  Cerilli, Wiley. “Social Media Marketing: 5 Restaurants that Get it.” March
UMASS. November 20, 2012. 14, 2011. Huffington Post. October 12, 2012.
http://scholarworks.umass.edu/cgi/viewcontent.cgi?article=1200&contex http://www.huffingtonpost.com/wiley-cerilli/social-media-marketing-5-
t=gradconf_hospitality _b_835294.html#s253220&title=Zengo
 Muñiz, A. and O. Hamer, L. (2001). Us Versus Them: Oppositional  Kats, Rimma. “KFC heats up mobile strategy with interactive ad campaign.”
Brand Loyalty and the Cola Wars. Advances in Consumer Research, March 21, 2012. MobileMarketer. November 1, 2012.
Volume 28. http://www.mobilemarketer.com/cms/news/advertising/12390.html.
 Muñiz, A. and O'Guinn, T. (2001) Brand Community. Journal of  Carbone, Mark. “Coke‟s Content Plan to Dominate Popular Culture by
Consumer Research, March 2001. 2020.” Case Studies Online. November 10, 2012.
 Gaines-Ross, Leslie. “Reputation Warfare”. Harvard Business Review. http://www.casestudiesonline.com/cokes-content-plan-to-dominate-popular-
Dec2010, Vol. 88 Issue 12, p70-76, 7p. culture-by-2020/
 Gallaugher, John. Information Systems: A Manager‟s Guide to  Donnelly, Brady. “Social Networks are becoming the Go-To Platform for
Harnessing Technology, v. 1.3. Resourced from UAB on August Alcohol Marketing.” March 24, 2012. The Next Web. November 26, 2012.
28,2012. http://thenextweb.com/socialmedia/2012/03/24/social-networks-are-
 Social Media Case Study: The Little Restaurant That Could. Bonfire becoming-the-go-to-platform-for-alcohol-marketing/.
Social Media. April 5, 2012. Retrieved October 12, 2012.  “An Examination of Social Media and Marketing in the Restaurant Industry.”
http://bonfiresocialmedia.com/social-media-case-study-the-local- National Restaurant Association. November 18, 2012.
restaurant-that-could/. http://www.restaurant.org/profitability/onlinemarketing/NRA_LivingSocial_F
 BLOG. West Café. December 2, 2012. ull_Research.pdf
http://www.westcafepdx.com/category/blog/  Tice, Carol. “How Chic-Fil-A‟s Social-Media Bungle Fueled a Gay-Rights
 Palmer, Alex. “Case Study: Dairy Queen Uses Social Incentives to Backlash.” July 20, 2012. Forbes.
Boost Fanbase.” January 9, 2012. Incentive. November 20, 2012. http://www.forbes.com/sites/caroltice/2012/07/20/how-chick-fil-a-social-
http://www.incentivemag.com/Incentive- media-bungle-fueled-gay-rights-backlash/.
Programs/Consumer/Articles/Case-Study--Dairy-Queen-Uses-Social-  Shayon, Sheila. “The Landmark Facebook Ruling that „Rocked‟ Diageo.”
Incentives-to-Boost-Fanbase/. August 7, 2012. Brand Channel. November 1, 2012.
http://www.brandchannel.com/home/post/2012/08/07/Facebook-Australia-
Smirnoff-Ruling.aspx.
 Tice, Carol. “What Puts Diners In Restaurant Seats- Hint: Not Social-Media
Reviews.” July 12, 2012. Forbes.
http://www.forbes.com/sites/caroltice/2012/07/12/what-puts-diners-in-
restaurant-seats-hint-not-social-media-reviews/.