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Executive Summary
Chop’t Creative Salad Company has risen in the world of fast-casual dining with their
mission to provide “Farm-to-Fast-Food.” Keeping Chop’t’s achievements in mind, this
social media plan aims to position Chop’t as the go-to healthy, fast-casual dining option
for consumers ages 18 to 34. To achieve this, increases brand mission awareness
across Twitter, Instagram, and Pinterest are the largest areas of focus for Chop’t in
terms of social media. The development of a consistent and coordinated campaign
across the three specified platforms will reach various areas of the target audience. A
combination of copywriting, graphics, and video will be used to increase visibility and
generate customer loyalty among men and women 18 to 34 years old.
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Opportunity
Chop’t has established itself as a go-to restaurant in the Washington, D.C., New York,
and Charlotte metro areas. Chop’t coined the term, “Farm-to-Fast-Food” to describe
their approach to the future of dining (Chop’t, 2016). Additionally, the current state of
popularity among fast-casual restaurants creates an excellent opportunity for Chop’t to
stand out among other choices for dining. Chop’t has the opportunity to reach and
converse with more members of their target audience with the use of a structured social
media campaign. In order to edge out their competition and attract more of the fast-
casual diners from the major players in the space, Chop’t needs a social media
campaign that portrays the company’s voice.
Currently, Chop’t is present on Facebook, Twitter, LinkedIn, Instagram, Pinterest, and
YouTube. Chop’t’s adoption rates include:
Facebook: 10,766 likes
Twitter: 7,621 followers
Instagram: 753 followers
Pinterest: 617 followers
YouTube: Achieved 5,672 views (highest) on a video two years ago
Chop’t’s main competitors are Sweetgreen, Chipotle Mexcian Grill, and Panera Bread.
Sweetgreen
Sweetgreen is a fast-casual restaurant that offers all-natural salads and frozen yogurts
that are sourced from local organic ingredients (Sweetgreen, 2016). Sweetgreen has
the most locations among creative salad companies with stores in New York,
Massachusetts, Pennsylvania, Maryland, Virginia, California, and the District of
Columbia. Like Chop’t, Sweetgreen is present on Facebook, Twitter, Instagram and
Pinterest. Sweetgreen’s adoption rates include:
Facebook: 58,118 likes
Twitter: 26,800 followers
Instagram: 98,300 followers
Pinterest: 1,500 followers
YouTube: Achieved 77,903 views (highest) on a video three years ago
Google +: 33 followers
Chipotle Mexican Grill
Chipotle prides itself for having “food with integrity” (Chipotle, 2016). Chipotle has
restaurants in the United States, United Kingdom, Canada, France, and Germany,
including all of the locations that Chop’t is present in. Chipotle is present on Facebook,
Twitter, Instagram, Google +, Youtube, and Pinterest. Chipotle’s adoption raters include:
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Facebook: 3,087,782 likes
Twitter: 821,000 followers
Instagram: 410,000 followers
Pinterest: 7,901 followers
Google +: 653,499 followers
Youtube: 75,908 subscribers
Panera Bread
Panera believes in “food as it should be” (Panera, 2016). The restaurant uses clean
ingredients to have a positive impact on customers and the world. Panera Bread has
locations in the United States and Canada, including the locations that Chop’t has
stores. Panera is present on Facebook, Twitter, Instagram, Pinterest, YouTube, and
Foursquare. Panera’s adoption rates include:
Facebook: 2,913,154 likes
Twitter: 433,000 followers
Instagram: 248,000 followers
Pinterest: 45,685 followers
Youtube: 5,452 subscribers
Foursquare: 5,468 followers
Chipotle and Panera are dominating social media as they should. Sweetgreen is
Chop’t’s main competitor in terms of product and social media target audience. Each
brand has fewer locations than Chipotle or Panera and sell similar salad-focused
products. Sweetgreen has nearly 50,000 more likes on Facebook than Chop’t, which is
Chop’t’s most engaging social platform. Sweetgreen also has significantly more physical
locations in Chop’t’s main metropolitan areas (New York, D.C., Virginia, Maryland).
Chop’t has the products, values, and reach to dominate social media and stay ahead of
its two main competitors.
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Audience
Chop’t’s primary age segment is men and women 18 to 34 years old. According to
Brandon Gaille (2013), the leading age demographic among men and women who dine
at fast-casual restaurants is 18 to 34 years old. Compared to older age groups, the
millennials and Generation Y eat out more often and prefer to dine at restaurants with a
commitment to social ethics. Also, this age demographic prefers fast casual restaurants
because they desire casual-dining quality food at fast speeds (Lutz, 2015).
Social Media Preferences
Among the younger half of the primary age segment (18 to 24), Facebook and Twitter
are beginning to lose popularity. When it comes to social media, this age group now
favors visual communication, customization, and their smartphones (Modos Labs,
2016). Because of this, social media sites like Instagram and Snapchat are more
popular. While there hasn’t been a full-fled migration from Facebook and Twitter, the
use of these sites by younger adults is becoming increasingly less frequent. According
to a study on social media usage from 2005-2015, two-thirds of American adults use
social media (Perrin, 2015). This research also found that:
Adults 18 to 29 years old are the most likely to use social media (90 percent of
those surveyed use it regularly).
YouTube reaches more adults ages 18 to 24 than any cable network in the
United States
82 percent of adults 18 to 29 use Facebook.
37 percent of Twitter users are ages 18 to 29
Pinterest’s largest age demographic is adults ages 18 to 29 at 36 percent.
53 percent of Instagram users are ages 18 to 29.
Snapchat users are primarily aged 13-24 and 25 to 34 at 45 percent and 26
percent, respectively (Fontein, 2016).
Income
The average income for adults ages 25 to 34 with a bachelor’s degree is $49,900
(Income, 2016). Among 18 to 24 year olds, the average income is $30,604 (US, 2013).
Additionally, 19 percent of adults ages 18 to 34 years old are Hispanic and 14 percent
are African American. Also, 38 percent of these adults are bilingual (Cohen, 2014).
While this age demographic generally lacks in disposable income, they are the most
ethnically diverse of all age groups. Their social awareness is higher, which means they
are interested in socially responsible brands with reasonable prices.
Chop’t plays into 18 to 34 year olds lives on a weekly basis. 53 percent of adults ages
18-34 eat out once a week. Similarly, the same 53 percent prefer healthy food options
with fewer artificial ingredients (Lutz, 2015). It is important to note that this age group
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spans two generations, but each group dines often and appreciates quick service in
their fast-paced lives. Because of their values and tendency to dine out more often,
Chop’t has an excellent opportunity to reach this age segment with healthy food options
and their socially responsible mission
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Objectives and Measurement
Objectives
By December 31, 2017, Chop’t company messaging and content sharing will
increase by 10% across all platforms (Twitter, Instagram, Pinterest).
By December 31, 2017, Chop’t will create a weekly content stream, including 10
tweets, 2 retweets, 5 customer response tweets, 3 Instagram posts, 1 Instagram
Story and 5 “price pins” to increase the awareness of the company mission.
During the first month of new store openings social media will be used to
generate 10 unique leads by developing content that encourages email
subscriptions for new customer discounts.
Each of these goals will allow Chop’t to accurately measure the success of their
campaigns and the results the campaigns brought. The first goal is measurable and
allows Chop’t to reach a goal that indicates a larger audience is exposed to the
company’s overall messaging. The second goal is achievable because it sets
reasonable expectations that will require the brand to be active on social media and
engaging with consumers. The third goal is result-focused. Tailored social media
content can generate leads to an optional database for one-on-one engagement with
new customers across different locations.
Analytics & Measurement
By December 31, 2017, Chop’t company messaging and content sharing will increase
by 10% across all platforms (Twitter, Instagram, Pinterest).
For this goal, Nuvi will used to determine the increase in overall messaging and content
sharing on each platform. Nuvi reports will be generated at the end of each month. Nuvi
will allow Chop’t to analyze how many posts were generated over the course of the
month. In addition, the platform will the top influencers that interacted with each post
throughout the course of the month. Nuvi will allow Chop’t to search the same keywords
on each of the three platforms and determine what type of messaging content is
performing the best (Nuvi, 2016).
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By December 31, 2017, Chop’t will create a weekly content stream, including 10 tweets,
2 retweets, 5 customer response tweets, 3 Instagram posts, 1 Instagram Story and 5
“price pins” to increase the awareness of the company mission.
For this goal, three different social analytics tools will be utilized.
Twitter
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Twitter Analytics will provide a 28-day summary of total tweets, tweet impressions,
profile visits, mentions and followers.
(Account, 2016)
At the end of each week, Twitter Analytics will be used to measure how many tweets,
retweets and replies were generated by the Chop’t account. Additionally, Twitter
Analytics will be used to determine which content performed
Instagram
Nuvi will be used to monitor Instagram. At the end of each week, Nuvi will be used to
measure how many posts were generated during the given week. Nuvi will also be used
to analyze which posts performed the best. In terms of Stories, organic monitoring on
Instagram will be used to determine total views, top influencers, and overall
engagement.
Pinterest
Pinterest Analytics will be used to monitor the amount “price pins” that were generated
over the course of the week. Additionally, the total engagement of the “price pins” will be
compared to other pinned content to determine overall success.
(Hi there, 2016)
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10. 10
During the first month of new store openings social media will be use to generate
10 unique leads by developing content that encourages email subscriptions for
new customer discounts.
This goal will be monitored and analyzed pro re nata during store openings using
Hubspot and Nuvi. Nuvi will analyze how many users clicked on the store-opening
content. Hubspot will then be used to analyze the conversion rates of the links within
each email. The data collected with take the total link conversion rate and the number of
social media conversions and determine the number of end-to-end leads generated by
social media (Kolowich, 2016).
Each metric will be compiled weekly or monthly. The metrics for an entire month will be
compiled into a social media report at the end of each month. This report will be used to
determine changes to the upcoming month’s social media content and identify
successes.
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Channels
Chop’t’s current social media strategy includes Facebook, Twitter, Instagram, and
Pinterest. In order to strengthen the company’s presence on social media, a larger
focus on Twitter, Instagram, and Pinterest is necessary. Each of these platforms are
currently being utilized in Chop’t’s current marketing efforts. Each platform has the
ability to reach various areas of Chop’t’s target audience, including younger millennials
(18 to 24 years old) and women. Each platform can be used as a unique tool to expand
brand awareness of Chop’t’s mission to provide the next generation of fast casual food.
Twitter
Currently, Chop’t uses Twitter to communicate the brand’s commitment too original,
fresh meals. Through the use of various types of content, the brand does a fantastic job
of illustrating a picture of social responsibility, innovation, and uniqueness. For example,
the below photo illustrates Chop’t’s commitment to learning from unique cultures and
businesses.
(@Chopt, 2016)
The strategy for @Chopt on Twitter includes hashtags, multimedia use and direct
engagement. The use of hashtags increases the reach of a brand on Twitter and
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provides opportunities for engagement (Hockenson, 2013). For Chop’t a series of
coordinated hashtags will be used on weekly campaigns. Examples of these hashtags
include:
#ChoptSalad
#FastFarmFood
#SaladDay
#HealthyEating
#SaladSaturday
The use of consistent hashtags on weekly campaigns will create awareness of brand-
associated hashtags and coordinate conversations among customers. The photo below
is an example of how Chop’t can utilize coordinated hashtags.
Another way the brand can increase engagement on Twitter is through the use of GIFs.
This form of media offers a unique blend of static and animatic images to convey a
message. Also, GIFs provide brands a unique and humorous way to add personality to
their social media accounts. During weekly social media campaigns, GIFs will be used
a minimum of one time to tie into current events, holidays, and/or unique Chop’t
content. The photo below is an example of how GIFs can be used on Twitter.
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Perhaps the most useful way to generate customer loyalty and increase overall
engagement is through replies and retweets on Twitter. As part of the Twitter strategy,
Chop’t will reply to a minimum 95 percent of tweets that mention the @Chopt and
keywords Chopt or Chop’t daily. This tactic will allow the brand to address concerns,
thank customers, and identify strengths. Additionally, Chop’t will retweet a minimum of
one positive customer tweet and one industry tweet daily. These tactics will generate
brand awareness by showing real-life examples and illustrate the brand’s commitment
to learning within the industry.
Instagram
On Instagram, @choptsalad appears to be sharing eye-catching, relevant content. The
Instagram strategy for Chop’t will be aimed at cultivating a larger following. Within the
bigger picture of the overall marketing efforts, a sufficient following on Instagram will
allow Chop’t to share why Farm-to-Fast Food is how people should be dining.
Currently, Chop’t publishes the same photos and videos on Instagram as on Twitter.
While this tactic provides a level of continuity and ease, the development of a unique
Instagram campaign would have a positive impact for the brand. For this strategy,
Chop’t will post a minimum of three photos or videos per week. An example of this
weekly campaign is below.
Week of November 7, 2016
Tuesday, November 8
You can be a winner on #ElectionDay with one of our delicious #FarmToFast creations!
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Thursday, November 10
#TBT Check out our deep dive into Spanish cuisine w/ chef @alex_raji for the
#ChoptSalad outpost. Link in profile!
Friday, November 11
Wishing a happy #VeteransDay to all of our military service men and women today.
#ThankAVet
By posting a variety of timely, relevant, and eye-catching photos and videos, Chop’t can
increase engagement with a broader audience and increase brand awareness with
more followers.
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Another tactic Chop’t’s Instagram strategy will include is the use of Stories. Much like
Snapchat, Stories let user share all the moments of their day, not just the ones they
want to keep on their profile (Introducing, 2016). After 24 hours since the photo or video
is posted, they disappear.
This new feature is extremely useful for businesses of all sizes. Stories allow
businesses to cultivate a community through engagement and ongoing dialogue
(Gausephol, 2016). For Chop’t, Stories will be intertwined into weekly campaigns and
used for new announcements. For example, if Chop’t decides to launch a new store
they could build anticipation during the building process all the way up to the grand
opening. On a smaller scale, Chop’t can use Stories to create creative campaigns
surrounding popular hashtags. They could do a series on #MotivationMonday that
includes testimonials of employees about why they love Chop’t.
The timeliness of Stories will be an excellent addition to ongoing Instagram campaigns.
Chop’t will be able to illustrate a picture of company personality and allow users to get
to know the company culture. This feature is also an awesome opportunity for Chop’t to
raise awareness of their socially responsible mission, Farm-to-Fast Food, through a
personal and engaging channel.
Pinterest
On Pinterest, Chop’t has 24 well-curated boards. In Chop’t overall marketing strategy,
Pinterest is a very important piece to reaching a specific target audience. According to
Beese (2015), 71 percent of Pinterest users are female. There is a huge market for
brands that appeal to women. As more millennial women begin to further their education
and disposable income Pinterest will allow Chop’t to tap into this market segment.
(Newman, 2015).
The main strategy for Pinterest is to add more content that in more likely to capture user
engagement. This will be done by incorporating more pins with prices. Currently, pins
that include pricing get 36% more likes than those that don’t (Beese, 2015). The
strategy will incorporate at least one “price pin” into the already established “Culinary
Tips & Tricks” board (Chop’t, 2016).
Facebook and Snapchat
In terms of Facebook, Chop’t is doing an excellent job of developing and creating
unique, consumable content. It is recommended that the brand continues to use the
platform, but an emphasis is no longer being focused on it. Even though 82 percent of
Facebook users are aged 18 to 29 years old, there isn’t a need to reinvent the wheel
(Fontein, 2016). Younger generations are moving away from the platform, so being
ahead of the curve will continue to pay off in the years to come.
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Snapchat is a viable social media platform that is heavily used by 13 to 24 year olds
(Fontein, 2016). Before the introduction of Instagram Stories, Snapchat would have
been a platform that Chop’t would need to utilize. With the incorporation of Stories into
social media strategies, brands no longer have to use Snapchat. The platform is a good
option to have, but in terms of maximizing engagement it is recommended that Chop’t
focus on utilizing Instagram Stories to their maximum potential.
Additional Recommendations
Chop’t is doing an excellent job when it comes to utilizing the four social media
platforms they are currently on. It is recommended that Chop’t focus on increasing
overall engagement on each platform through the use of the presented tactics.
Additionally, it is recommended that Facebook become less of a priority due to changes
within the behavior of younger adults. Each strategy aims to create a cohesive message
across all platforms while maintaining a unique flare for each given social media
account. These strategies will be a vital aspect of Chop’t’s success in generating brand
awareness among 18 to 34 year olds.
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Creative Samples
Twitter
Happy #NationalSaladMonth! Stay tuned all month long for everything SALAD!
#ChoptSalad
#Summer is just around the corner! Start it off right with our new Summer Berry Salad:
http://bit.ly/2g9FoGR #ChoptSalad
Instagram
Taking advantage of the warm weather? Check out our tips for picnic success (link in
profile) #NationalSaladMonth
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Ever question where your food comes from? At Chop’t we use locally-grown
ingredients. Stop by your local store and learn more about the farms growing your
favorite ingredients! (video) The video will contain a series of local farms from Chop’t
service areas.
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Conclusion
This social media plan for Chop’t Salad enhances the dissemination of the company’s
mission and overall messaging by focusing on three main social media platforms. Driven
by metrics, a variety of tactics span each platform to ensure an increase in brand
presence and consumer engagement. While Chop’t is competing with large, multinational
companies, the brand has the opportunity to reach consumers in a niche target market.
The outcomes of this social media plan will include increased brand awareness, social
media engagement (followers, likes, comments), and subsequent sales growth from 18
to 34 year olds. Chop’t has cemented itself as a leading provider of healthy, fast-casual
dining options. The social media plan will give Chop’t the tools it needs to engage with
customers and generate brand loyalty for continued success and growth.
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Next Steps
What’s next? Implementation!
The social media plan has been developed to be agile enough for immediate adoption.
Preliminary Twitter and Instagram content has been developed for the next three social
media calendars. The overhaul of Pinterest will circulate around the seasonal products
(due to the creation of price pins). The social media plan will continue to monitor for
industry news and updates to adjust accordingly. The campaigns will rotate on a weekly
basis running from Tuesday to Sunday to allow time for approval processes.
Let’s get started!
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