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Prepared By 
Siddharth Sheth 
IIFT Delhi Intern at Simplify360 
Edited By: 
Rajashree Das 
Social Media Analyst at Simplify360
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Table of Contents 
Casual Dining Restaurants………………………………………………………………… 4 
The Cheesecake Factory………………………………………………………………….. 5 
Texas Roadhouse……………………………………………………………………………. 8 
Olive Garden…………………………………………………………………………………11 
P.F. Chang's China Bistro………………………………………………………………….. 14 
Red Lobster………………………………………………………………………………….. 16
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Casual Dining Restaurants 
Casual dining restaurants include those restaurants which serve moderately priced food in a casual setting. In this type of restaurants, the dishes are prepared from scratch at every location, unlike the fast food chains. 
Although popular, fast foods are not considered balanced and even the freshness of ingredients being used are questioned. Thus, many health-conscious Americans are reducing their intake. Casual dining restaurants, on the other hand, serve hot food using relatively fresher ingredients. And there are more varieties, comparatively healthier options available with more options to choose from along with better dining experience. 
Though fast food chains still thrive on highway rest stops and on relatively low income groups, the popularity of casual dining restaurants is increasing day by day. Even fast-casual restaurants, which are between fast food and casual dining restaurants, are becoming increasingly popular in US. This report considers 5 chains of casual dining restaurants in the U.S. and analyses their presence and activities on various social media platforms.
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The Cheesecake Factory 
Active on: Twitter, Facebook, Instagram and Pinterest 
Communication Strategy: Images, few videos 
Even though The Cheesecake Factory has official pages on Twitter, Facebook, Instagram and Pinterest, only the links to the Twitter and Facebook pages are posted on their website. 
The Cheesecake Factory is very interactive on social media. On Twitter they reply to tweets on an hourly basis. They re-tweet good tweets made by satisfied customers and having appealing images of what they order. The uploaded content are mostly photographs of their signature cheesecakes and other dishes, but they even upload videos for special occasions such as Easter or competitions. Customer posts are usually positives, few complaints and good number of requests to open more locations, mostly in the customer’s home town (Figure 1.3). Posts show a fair amount of positive sentiments from the customers’ side and the page administrator replies to every post or comment by customers in good time. However, some of the negative posts made by the customers have not been followed up (Figure 1.2). Some of the negative feeds were due to a restaurant in Syracuse, NY failing 2 health inspections (Figure 1.1). 
To drive traffic to their restaurants and engage with more customers, The Cheesecake Factory organized a competition called “The Cheesecake Factory’s Cheesecake Madness Sweepstakes”. This way, they also promoted their cheesecakes. Participants were required to 
Figure 1.1
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submit their entries via Facebook. During each round of the Game, flavors of cheesecake were matched-up against one-another with Facebook users voting for their favorite flavor. Winning flavors advanced to the next round of the Game, until an overall winning flavor of cheesecake was determined. 
One missed marketing opportunity was when they could have utilized their feature on ‘The Big Bang Theory’ to their advantage. Branded entertainment is becoming popular as a means of advertising. Chipotle Mexican Grill funded a whole T.V. show, ‘Farmed and Dangerous’ with the sole purpose of promoting their brand. The Cheesecake Factory, on the other hand, chose to not have any association with a successful and popular sit-com. 
Facebook: The Cheesecake Factory’s Facebook page has over 4,776,762 likes and about 38,822 people are talking about it. 
Twitter: The Cheesecake Factory has more than 259K followers on Twitter. They conduct periodic sessions using the tag, #CheesecakeChat where their VP, Guest Experience engages with customers. The bio of their Twitter page is a simple, “The Official Cheesecake Factory Twitter page.” They have seen 75,536 tweets in the past 30 days with a positive sentiment of 85%. 
Instagram: Instagram feed features photos of food items available at their restaurants; primarily their signature cheesecakes. There is a fair amount of activity on this front, with an average of 10 photos being uploaded per week. 
Figure 1.2 
Figure 1.3
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Pinterest: The Cheesecake Factory has boards on Pinterest where customers are encouraged to upload photos on Twitter or Instagram which would be featured there. The account manages 17 boards and has made 692 Pins till now. It has 6833 followers. 
Yelp: The average Yelp rating of The Cheesecake Factory restaurants across America turned out to be 3.5/5
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Texas Roadhouse 
Active on: Twitter, Facebook, Instagram, Pinterest and blog 
Communication Strategy: Images 
They have a ‘Featured Artist of the Month’ whom they promote online. The chosen artist’s songs are also played on their jukebox. The distinctive part of their Twitter and Facebook posts is the promotion of their fresh baked bread which is very popular with customers (Figure 2.1) along with the complimentary peanuts. They are very interactive with their customers, usually replying to complaints and compliments within 24 hours. However, in some cases, many posts on their page go unnoticed (Figure 2.2). But most of the updates made on their page by fans are positive. All their pages carry their tagline, ‘We're famous for Legendary Food and Legendary Service!’ Most of the mentions and updates are about their ‘Fresh-Baked Bread, Fall-Off-The-Bone Ribs and Hand-Cut Steaks’ (Figure 2.3). 
Figure 2.1
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Twitter: Texas Roadhouse has more than 51.2K followers and has a buzz of 31,476 tweets in the past month. 
Facebook: Texas Roadhouse’s Facebook page has 2,613,009 likes and has engaged 14,261 people. 
Instagram: The photos shared on Facebook and Twitter are also uploaded on this platform. 6 photos were shared in the past month. It has a fan following of 7,666. 
Pinterest: There are 8 boards on Pinterest run by Texas Roadhouse, which are connected to their blog. One contains Texas Roadhouse recipes and there is another one on kitchen tips. Texas Roadhouse has 4,821 followers. 
Blog: Unlike most of the restaurants reviewed, Texas Roadhouse also runs a blog. The blog is used to share recipes. Other posts are about seasonal craft activities. There is a post a week on average. 
Figure 2.2
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Google+: Texas Roadhouse has an account on Google+ but the only recorded activity was on 9 November, 2011. 
Yelp: Texas Roadhouse has an average Pan-American rating of 4/5 on Yelp. 
Figure 2.3
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Olive Garden 
Active on: Facebook, Twitter, Instagram, Pinterest and YouTube 
Communication Strategy: Images and videos 
Their online strategy revolves around driving sales and getting new customers by featuring various promotional offers and retaining existing customers by engaging them. Links to all the social media platforms they use are present on their homepage. Their communication strategy involves uploading photographs of their dishes on Facebook, Twitter and Pinterest via Instagram and sharing videos on YouTube. 
Olive Garden’s updates include promotion offers and seasonal updates to their menu. Signature dishes along with their popular breadsticks are the promoted. There is at least 1 update per day. Various interactive schemes such as ‘Table Talk: Fridays Are for Sharing Stories’ are also promoted, increasing interaction with customers. There have been many updates, promoting their menu of less-than-575-calorie items and new Spring menu. There is also an emphasis on large portions, featuring ‘endless bowls’ and ‘unlimited’ salad. 
Figure 3.1
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They are interactive with their fans on Facebook and Twitter. They thank customers for positive reviews and ask for details in case of dissatisfied customers. In many cases other customers come to the defense of Olive Garden when someone makes a negative update on their page (Figures 3.1 and 3.2). When a few customers expressed their displeasure when a dish, Tortellini and Braised Beef, had been removed from their menu, Olive Garden promptly had it restored due to its popularity (Fig 3.3). This evinces that Olive Garden is interested in building its brand. 
Facebook: Their Facebook page has 6,211,610 likes and there are 243,856 people talking about them. 
Twitter: Olive Garden has 166K followers on Twitter. The bio of this page is, “We're all family here. Enjoy a fresh, delicious meal every time. Go to Olive Garden tonight!” Such a description is not present on their Facebook page. They had a total buzz of 170,495 tweets in the past month. 
Instagram: Their Instagram page has 7,551 followers and their family restaurant theme is reiterated in their description. There are daily updates about their special dishes and promotions. 
Figure 3.2
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Pinterest: There is no activity from Olive Garden’s side, but there is a page featuring pins from www.olivegarden.com. There are no official boards either. Users pin photos of their favorite dishes from their website. 
YouTube: Olive Garden has an official YouTube channel where they upload their videos. There are many playlists, some of which feature their video commercials, ‘Cooking with Our Chefs’, ‘Life at Our Culinary Institute of Tuscany’ and signature wines among others. 7,938 people have subscribed to this channel. 
Yelp: Olive Garden’s average Yelp rating is 3/5. 
Figure 3.3
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P.F. Chang's China Bistro 
Active on: Facebook, Twitter, Instagram, Pinterest, Google+ and YouTube 
Communication Strategy: Images 
P.F. Chang’s does not make daily updates on either Facebook or Twitter, but content is uploaded thrice a week. There are similar updates on both of these platforms which are mostly about new dishes, specials and promotional offers. Their focus is on driving sales rather than driving traffic or going viral. Replies are customized and do not seem computer generated. Usually, complaints or feedback is replied to within 24 hours, but in some cases, it has been late, or absent (Figure 4.1). Customer posts are a mixture of complaints and praise. 
Facebook: P.F. Chang’s Facebook page has 859,530 likes but just 1,326 people have been engaged. 
Twitter: 74K followers. Their bio highlights their new spring menu: “Share fresh-picked flavors at P.F. Chang's with our NEW Chef's Seasonal Menu.” 
Instagram: There are 2706 followers on P.F. Chang’s Instagram profile but there has been no activity from them since June 2012. The link to this page wasn’t present on their homepage. 
Pinterest: It can be inferred that P.F. Chang’s is fairly active on Pinterest, considering the 16 boards they run. They have a board dedicated to each seasonal menu, their restaurants and signature dishes from different categories (e.g., starters, soups and salads, chicken dishes, beef dishes etc.). They have a total of 8286 followers and have made 173 pins. 
Figure 4.1
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Google+: P.F. Chang’s activity on their Google+ page has reduced since June 2013. Since then, just a couple of updates a month is what is seen on average. They have 1435 followers and the page has been viewed 477,000 times. 
YouTube: The channel run by P.F. Chang’s on YouTube has 367 subscribers. It has 3 playlists, 1 on their employees, 1 on their Happy Hours and 1 featuring their commercials. 
Yelp: P.F. Chang’s average Yelp rating across the U.S. is 3/5.
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Red Lobster 
Active on: Facebook, Twitter, Instagram, Pinterest, Google+ and YouTube 
Communication Strategy: Images, short videos, user generated content 
Red Lobster is trying to engage customers on various social media platforms and their strategy is dependent on driving traffic and sales coupled with engagement. They upload photos of daily specials and signature dishes along with promotional offers to boost sales. 
They have a competition called ‘LobStar of the Week’ (Figure 5.1) where they urge visitors to post a picture from their last visit to a Red Lobster restaurant. The fan with the maximum number of ‘Likes’ on his picture is awarded the title. For the rest of the week, the winner’s photo is featured on Red Lobster’s cover photo. (‘The Cost of Becoming Red Lobster’s LobStar of the Week’, http://thebillfold.com/2013/03/the-price-of-becoming-red-lobsters-lobstar- of-the-week/) This increases customer engagement on their pages and drives traffic to their restaurants as well. This competition also connects the offline experience of being present in a restaurant with online presence in the form of a photograph on Facebook. 
Figure 5.1 
Figure 5.2
17 | w w w . s i m p l i f y 3 6 0 . c o m 
A major competition, “Lobsterfest: Ultimate Lobster Fan”, was completed on April 11. Participants were told to send a photograph or a video showcasing their love for lobster. The winner received a grand prize of $5000. 
There is criticism over Red Lobster’s sponsoring Michael Vick (Figure 5.2), an athlete who was accused of dog abuse in the past. But, there is a lot of praise for the way their managers and waiters go out of the way to make the dining experience more memorable for their customers (Figure 5.3, 5.4). Many grateful customers have expressed their happiness over this. However, very few of the queries posted on their Facebook wall are answered (Figure 5.5). There were very few negative posts on their pages, but the few angry customers were ridiculed by loyal supporters (Figure 5.6). 
Facebook: Red Lobster’s Facebook page has 3,423,909 likes and an engagement of 156,343 people. There is also a separate page on “Work at Red Lobster” for employees where posts on recruitment, awards won by employees and other notices are posted. It has 3605 likes and 21 people talking about it. 
Twitter: Red Lobster has 129K followers on Twitter. The bio of their Twitter page is their motto, “Serving our guests great seafood is our pride and passion. Because at Red Lobster, we Sea Food Differently.” They have seen a buzz of 75,919 tweets in the past month. 
Instagram: Red Lobster is fairly active, with 4-5 weekly uploads on average. Content on this platform is similar to the images and videos uploaded on Facebook and Twitter. Their motto serves as their page description. 
Figure 5.3
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Pinterest: Their Pinterest account manages 8 boards and has made 85 Pins so far. The images are mostly about varieties of seafood served at their restaurant and some festivals they organize. 
YouTube: They do have a channel on YouTube, but just 2 videos, advertisements, have been uploaded till now. 
Google+: Red Lobster’s page on Google+ has just 22 followers. 
Figure 5.4
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Yelp: Red Lobster has an average Yelp rating of 3/5 
Figure 5.5 
Figure 5.6
20 | w w w . s i m p l i f y 3 6 0 . c o m 
For More Information: 
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US Casual Dining Restaurants on Social Media

  • 1. 1 | w w w . s i m p l i f y 3 6 0 . c o m
  • 2. 2 | w w w . s i m p l i f y 3 6 0 . c o m Prepared By Siddharth Sheth IIFT Delhi Intern at Simplify360 Edited By: Rajashree Das Social Media Analyst at Simplify360
  • 3. 3 | w w w . s i m p l i f y 3 6 0 . c o m Table of Contents Casual Dining Restaurants………………………………………………………………… 4 The Cheesecake Factory………………………………………………………………….. 5 Texas Roadhouse……………………………………………………………………………. 8 Olive Garden…………………………………………………………………………………11 P.F. Chang's China Bistro………………………………………………………………….. 14 Red Lobster………………………………………………………………………………….. 16
  • 4. 4 | w w w . s i m p l i f y 3 6 0 . c o m Casual Dining Restaurants Casual dining restaurants include those restaurants which serve moderately priced food in a casual setting. In this type of restaurants, the dishes are prepared from scratch at every location, unlike the fast food chains. Although popular, fast foods are not considered balanced and even the freshness of ingredients being used are questioned. Thus, many health-conscious Americans are reducing their intake. Casual dining restaurants, on the other hand, serve hot food using relatively fresher ingredients. And there are more varieties, comparatively healthier options available with more options to choose from along with better dining experience. Though fast food chains still thrive on highway rest stops and on relatively low income groups, the popularity of casual dining restaurants is increasing day by day. Even fast-casual restaurants, which are between fast food and casual dining restaurants, are becoming increasingly popular in US. This report considers 5 chains of casual dining restaurants in the U.S. and analyses their presence and activities on various social media platforms.
  • 5. 5 | w w w . s i m p l i f y 3 6 0 . c o m The Cheesecake Factory Active on: Twitter, Facebook, Instagram and Pinterest Communication Strategy: Images, few videos Even though The Cheesecake Factory has official pages on Twitter, Facebook, Instagram and Pinterest, only the links to the Twitter and Facebook pages are posted on their website. The Cheesecake Factory is very interactive on social media. On Twitter they reply to tweets on an hourly basis. They re-tweet good tweets made by satisfied customers and having appealing images of what they order. The uploaded content are mostly photographs of their signature cheesecakes and other dishes, but they even upload videos for special occasions such as Easter or competitions. Customer posts are usually positives, few complaints and good number of requests to open more locations, mostly in the customer’s home town (Figure 1.3). Posts show a fair amount of positive sentiments from the customers’ side and the page administrator replies to every post or comment by customers in good time. However, some of the negative posts made by the customers have not been followed up (Figure 1.2). Some of the negative feeds were due to a restaurant in Syracuse, NY failing 2 health inspections (Figure 1.1). To drive traffic to their restaurants and engage with more customers, The Cheesecake Factory organized a competition called “The Cheesecake Factory’s Cheesecake Madness Sweepstakes”. This way, they also promoted their cheesecakes. Participants were required to Figure 1.1
  • 6. 6 | w w w . s i m p l i f y 3 6 0 . c o m submit their entries via Facebook. During each round of the Game, flavors of cheesecake were matched-up against one-another with Facebook users voting for their favorite flavor. Winning flavors advanced to the next round of the Game, until an overall winning flavor of cheesecake was determined. One missed marketing opportunity was when they could have utilized their feature on ‘The Big Bang Theory’ to their advantage. Branded entertainment is becoming popular as a means of advertising. Chipotle Mexican Grill funded a whole T.V. show, ‘Farmed and Dangerous’ with the sole purpose of promoting their brand. The Cheesecake Factory, on the other hand, chose to not have any association with a successful and popular sit-com. Facebook: The Cheesecake Factory’s Facebook page has over 4,776,762 likes and about 38,822 people are talking about it. Twitter: The Cheesecake Factory has more than 259K followers on Twitter. They conduct periodic sessions using the tag, #CheesecakeChat where their VP, Guest Experience engages with customers. The bio of their Twitter page is a simple, “The Official Cheesecake Factory Twitter page.” They have seen 75,536 tweets in the past 30 days with a positive sentiment of 85%. Instagram: Instagram feed features photos of food items available at their restaurants; primarily their signature cheesecakes. There is a fair amount of activity on this front, with an average of 10 photos being uploaded per week. Figure 1.2 Figure 1.3
  • 7. 7 | w w w . s i m p l i f y 3 6 0 . c o m Pinterest: The Cheesecake Factory has boards on Pinterest where customers are encouraged to upload photos on Twitter or Instagram which would be featured there. The account manages 17 boards and has made 692 Pins till now. It has 6833 followers. Yelp: The average Yelp rating of The Cheesecake Factory restaurants across America turned out to be 3.5/5
  • 8. 8 | w w w . s i m p l i f y 3 6 0 . c o m Texas Roadhouse Active on: Twitter, Facebook, Instagram, Pinterest and blog Communication Strategy: Images They have a ‘Featured Artist of the Month’ whom they promote online. The chosen artist’s songs are also played on their jukebox. The distinctive part of their Twitter and Facebook posts is the promotion of their fresh baked bread which is very popular with customers (Figure 2.1) along with the complimentary peanuts. They are very interactive with their customers, usually replying to complaints and compliments within 24 hours. However, in some cases, many posts on their page go unnoticed (Figure 2.2). But most of the updates made on their page by fans are positive. All their pages carry their tagline, ‘We're famous for Legendary Food and Legendary Service!’ Most of the mentions and updates are about their ‘Fresh-Baked Bread, Fall-Off-The-Bone Ribs and Hand-Cut Steaks’ (Figure 2.3). Figure 2.1
  • 9. 9 | w w w . s i m p l i f y 3 6 0 . c o m Twitter: Texas Roadhouse has more than 51.2K followers and has a buzz of 31,476 tweets in the past month. Facebook: Texas Roadhouse’s Facebook page has 2,613,009 likes and has engaged 14,261 people. Instagram: The photos shared on Facebook and Twitter are also uploaded on this platform. 6 photos were shared in the past month. It has a fan following of 7,666. Pinterest: There are 8 boards on Pinterest run by Texas Roadhouse, which are connected to their blog. One contains Texas Roadhouse recipes and there is another one on kitchen tips. Texas Roadhouse has 4,821 followers. Blog: Unlike most of the restaurants reviewed, Texas Roadhouse also runs a blog. The blog is used to share recipes. Other posts are about seasonal craft activities. There is a post a week on average. Figure 2.2
  • 10. 10 | w w w . s i m p l i f y 3 6 0 . c o m Google+: Texas Roadhouse has an account on Google+ but the only recorded activity was on 9 November, 2011. Yelp: Texas Roadhouse has an average Pan-American rating of 4/5 on Yelp. Figure 2.3
  • 11. 11 | w w w . s i m p l i f y 3 6 0 . c o m Olive Garden Active on: Facebook, Twitter, Instagram, Pinterest and YouTube Communication Strategy: Images and videos Their online strategy revolves around driving sales and getting new customers by featuring various promotional offers and retaining existing customers by engaging them. Links to all the social media platforms they use are present on their homepage. Their communication strategy involves uploading photographs of their dishes on Facebook, Twitter and Pinterest via Instagram and sharing videos on YouTube. Olive Garden’s updates include promotion offers and seasonal updates to their menu. Signature dishes along with their popular breadsticks are the promoted. There is at least 1 update per day. Various interactive schemes such as ‘Table Talk: Fridays Are for Sharing Stories’ are also promoted, increasing interaction with customers. There have been many updates, promoting their menu of less-than-575-calorie items and new Spring menu. There is also an emphasis on large portions, featuring ‘endless bowls’ and ‘unlimited’ salad. Figure 3.1
  • 12. 12 | w w w . s i m p l i f y 3 6 0 . c o m They are interactive with their fans on Facebook and Twitter. They thank customers for positive reviews and ask for details in case of dissatisfied customers. In many cases other customers come to the defense of Olive Garden when someone makes a negative update on their page (Figures 3.1 and 3.2). When a few customers expressed their displeasure when a dish, Tortellini and Braised Beef, had been removed from their menu, Olive Garden promptly had it restored due to its popularity (Fig 3.3). This evinces that Olive Garden is interested in building its brand. Facebook: Their Facebook page has 6,211,610 likes and there are 243,856 people talking about them. Twitter: Olive Garden has 166K followers on Twitter. The bio of this page is, “We're all family here. Enjoy a fresh, delicious meal every time. Go to Olive Garden tonight!” Such a description is not present on their Facebook page. They had a total buzz of 170,495 tweets in the past month. Instagram: Their Instagram page has 7,551 followers and their family restaurant theme is reiterated in their description. There are daily updates about their special dishes and promotions. Figure 3.2
  • 13. 13 | w w w . s i m p l i f y 3 6 0 . c o m Pinterest: There is no activity from Olive Garden’s side, but there is a page featuring pins from www.olivegarden.com. There are no official boards either. Users pin photos of their favorite dishes from their website. YouTube: Olive Garden has an official YouTube channel where they upload their videos. There are many playlists, some of which feature their video commercials, ‘Cooking with Our Chefs’, ‘Life at Our Culinary Institute of Tuscany’ and signature wines among others. 7,938 people have subscribed to this channel. Yelp: Olive Garden’s average Yelp rating is 3/5. Figure 3.3
  • 14. 14 | w w w . s i m p l i f y 3 6 0 . c o m P.F. Chang's China Bistro Active on: Facebook, Twitter, Instagram, Pinterest, Google+ and YouTube Communication Strategy: Images P.F. Chang’s does not make daily updates on either Facebook or Twitter, but content is uploaded thrice a week. There are similar updates on both of these platforms which are mostly about new dishes, specials and promotional offers. Their focus is on driving sales rather than driving traffic or going viral. Replies are customized and do not seem computer generated. Usually, complaints or feedback is replied to within 24 hours, but in some cases, it has been late, or absent (Figure 4.1). Customer posts are a mixture of complaints and praise. Facebook: P.F. Chang’s Facebook page has 859,530 likes but just 1,326 people have been engaged. Twitter: 74K followers. Their bio highlights their new spring menu: “Share fresh-picked flavors at P.F. Chang's with our NEW Chef's Seasonal Menu.” Instagram: There are 2706 followers on P.F. Chang’s Instagram profile but there has been no activity from them since June 2012. The link to this page wasn’t present on their homepage. Pinterest: It can be inferred that P.F. Chang’s is fairly active on Pinterest, considering the 16 boards they run. They have a board dedicated to each seasonal menu, their restaurants and signature dishes from different categories (e.g., starters, soups and salads, chicken dishes, beef dishes etc.). They have a total of 8286 followers and have made 173 pins. Figure 4.1
  • 15. 15 | w w w . s i m p l i f y 3 6 0 . c o m Google+: P.F. Chang’s activity on their Google+ page has reduced since June 2013. Since then, just a couple of updates a month is what is seen on average. They have 1435 followers and the page has been viewed 477,000 times. YouTube: The channel run by P.F. Chang’s on YouTube has 367 subscribers. It has 3 playlists, 1 on their employees, 1 on their Happy Hours and 1 featuring their commercials. Yelp: P.F. Chang’s average Yelp rating across the U.S. is 3/5.
  • 16. 16 | w w w . s i m p l i f y 3 6 0 . c o m Red Lobster Active on: Facebook, Twitter, Instagram, Pinterest, Google+ and YouTube Communication Strategy: Images, short videos, user generated content Red Lobster is trying to engage customers on various social media platforms and their strategy is dependent on driving traffic and sales coupled with engagement. They upload photos of daily specials and signature dishes along with promotional offers to boost sales. They have a competition called ‘LobStar of the Week’ (Figure 5.1) where they urge visitors to post a picture from their last visit to a Red Lobster restaurant. The fan with the maximum number of ‘Likes’ on his picture is awarded the title. For the rest of the week, the winner’s photo is featured on Red Lobster’s cover photo. (‘The Cost of Becoming Red Lobster’s LobStar of the Week’, http://thebillfold.com/2013/03/the-price-of-becoming-red-lobsters-lobstar- of-the-week/) This increases customer engagement on their pages and drives traffic to their restaurants as well. This competition also connects the offline experience of being present in a restaurant with online presence in the form of a photograph on Facebook. Figure 5.1 Figure 5.2
  • 17. 17 | w w w . s i m p l i f y 3 6 0 . c o m A major competition, “Lobsterfest: Ultimate Lobster Fan”, was completed on April 11. Participants were told to send a photograph or a video showcasing their love for lobster. The winner received a grand prize of $5000. There is criticism over Red Lobster’s sponsoring Michael Vick (Figure 5.2), an athlete who was accused of dog abuse in the past. But, there is a lot of praise for the way their managers and waiters go out of the way to make the dining experience more memorable for their customers (Figure 5.3, 5.4). Many grateful customers have expressed their happiness over this. However, very few of the queries posted on their Facebook wall are answered (Figure 5.5). There were very few negative posts on their pages, but the few angry customers were ridiculed by loyal supporters (Figure 5.6). Facebook: Red Lobster’s Facebook page has 3,423,909 likes and an engagement of 156,343 people. There is also a separate page on “Work at Red Lobster” for employees where posts on recruitment, awards won by employees and other notices are posted. It has 3605 likes and 21 people talking about it. Twitter: Red Lobster has 129K followers on Twitter. The bio of their Twitter page is their motto, “Serving our guests great seafood is our pride and passion. Because at Red Lobster, we Sea Food Differently.” They have seen a buzz of 75,919 tweets in the past month. Instagram: Red Lobster is fairly active, with 4-5 weekly uploads on average. Content on this platform is similar to the images and videos uploaded on Facebook and Twitter. Their motto serves as their page description. Figure 5.3
  • 18. 18 | w w w . s i m p l i f y 3 6 0 . c o m Pinterest: Their Pinterest account manages 8 boards and has made 85 Pins so far. The images are mostly about varieties of seafood served at their restaurant and some festivals they organize. YouTube: They do have a channel on YouTube, but just 2 videos, advertisements, have been uploaded till now. Google+: Red Lobster’s page on Google+ has just 22 followers. Figure 5.4
  • 19. 19 | w w w . s i m p l i f y 3 6 0 . c o m Yelp: Red Lobster has an average Yelp rating of 3/5 Figure 5.5 Figure 5.6
  • 20. 20 | w w w . s i m p l i f y 3 6 0 . c o m For More Information: Contact: contact@simplify360.com Website: www.simplify360.com Social Network: Twitter: https://twitter.com/Simplify360 Linkedin: http://www.linkedin.com/company/simplify360 Tumblr: http://simplify360.tumblr.com/ Pinterest: http://pinterest.com/simplify360 Google+: google.com/+Simplify360 Facebook: https://www.facebook.com/simplify360 Blog: http://simplify360.com/blog/ Scribd: http://www.scribd.com/Simplify360 Instagram: http://instagram.com/simplify360 If you want to know more about product and service: Please contact us at contact@simplify360.com or fill in our online form LINK.