1.
Indian QSR Brands
Social Media Report
January 1st – December 31st, 2016

2.
Table of Contents
• Industry Insights
• Leaderboards
• Share of Voice Snapshot
• Audience Size
• Facebook Posts
• Tweets
• Instagram Posts
• Reach & Impressions
• Organic & Promoted Posts
• Top Campaigns on Facebook
• Top Campaigns on Twitter
• Hashtags
• Most Engaging Content
• Customer Service
- Reply Time
- Response Rate
• Key Takeaways
Brands Analyzed in this report include: Chili’s North and East, Chili’s West and South, Domino’s Pizza, Dunkin’ Donuts,
McDonald’s, Papa John’s Pizza, The Coffee Bean and Tea Leaf, Taco Bell, Starbucks, Pizza Hut, KFC, Costa Coffee, Cafe
Coffee Day, Burger King.

3.
Industry Insights
• The average QSR Page from India added 164,395 Fans on Facebook in 2016 which is an increase of 8%
from 2015.
• In 2016, Papa John’s Pizza had the best response rate of 21% on Twitter, an increase of 19% from 2015.
• Taking just 6 hours, 16 minutes and 44 seconds on average, Chili’s North and East replied the fastest to
customers’ Tweets.
• Chili's West & South had a growth rate of 66% on Facebook among the brands analyzed which is lower
than the 86.3% growth rate they had in 2015.
• Domino’s Pizza published the most number of content on Facebook (1,173), Twitter (1,997) and
Instagram (1,004).
• In total, Indian QSR brands posted 1,794 videos and 14,346 images on Instagram.

4.
Leaderboards
Network
Highest Audience
Size
KFC
(7,501,916)
Domino’s Pizza
(137,006)
Cafe Coffee Day
(64,398)
Highest
Growth
Chili’s West and South
(66.2%)
Burger King
(191.6%)
Domino’s Pizza
(1066.42%)
Highest
Engagement
Dunkin’ Donuts
(876)
Chili’s West and South
(928)
KFC
(482)

5.
Share Of Voice Snapshot
Network
Most Number of
Posts
Domino’s Pizza
(1,173)
Domino’s Pizza
(1,997)
Domino’s Pizza
(1,004)
Most Number of
Likes
Domino’s Pizza
(10,466,387)
Domino’s Pizza
(36,623)
Domino’s Pizza
(265,649)
Most Number of
Comments
Domino’s Pizza
(158,143)
Domino’s Pizza
(50,704)
Domino’s Pizza
(3,375)

6.
148,401
166,705
6,890,424
890,476
1,600,144
221,248
18,445
636,625
1,035,387
4,569,310
7,501,916
204,248
4,992,602
355,898
0.00M 2.00M 4.00M 6.00M 8.00M
Chili's North and East
Chili's West and South
Domino's Pizza
Dunkin' Donuts
McDonald's
Papa John's Pizza
The Coffee Bean and Tea Leaf
Taco Bell
Starbucks
Pizza Hut
KFC
Costa Coffee
Cafe Coffee Day
Burger King
Number of Fans
Audience Size on Facebook
KFC had the highest number of Fans (7,501,916) on Facebook in 2016.

7.
675
2,317
137,006
3,533
31,858
2,171
192
2,271
82,893
114,672
65,066
4,942
63,394
12,017
0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000
Chili's North and East
Chili's West and South
Domino's Pizza
Dunkin' Donuts
McDonald's
Papa John's Pizza
The Coffee Bean and Tea Leaf
Taco Bell
Starbucks
Pizza Hut
KFC
Costa Coffee
Cafe Coffee Day
Burger King
Number of Followers
Audience Size on Twitter
Domino’s Pizza had the highest number of Followers (137,006) on Twitter in 2016.

8.
1,145
2,453
34,456
5,807
20,464
1,334
630
8,532
0
22,280
26,182
0
64,398
6,100
0 10,000 20,000 30,000 40,000 50,000 60,000 70,000
Chili's North and East
Chili's West and South
Domino's Pizza
Dunkin' Donuts
McDonald's
Papa John's Pizza
The Coffee Bean and Tea Leaf
Taco Bell
Starbucks
Pizza Hut
KFC
Costa Coffee
Cafe Coffee Day
Burger King
Number of Followers
Audience Size on Instagram
Café Coffee Day had the highest number of Followers (64,398) on Instagram in 2016.

9.
0 200 400 600 800 1,000 1,200 1,400
Chili's North and East
Chili's West and South
Domino's Pizza
Dunkin' Donuts
McDonald's
Papa John's Pizza
The Coffee Bean and Tea Leaf
Taco Bell
Starbucks
Pizza Hut
KFC
Costa Coffee
Cafe Coffee Day
Burger King
Engagement Score Number of Facebook Posts
Facebook Posts
Domino’s Pizza had the highest number of Posts on Facebook (1,173) and Dunkin’ Donuts received the
highest Engagement Score (876). The most engaging Posts by the doughnut brand were around the launch
of their new range of Coffee like the Dunkin' Black Coffee, Tough Guy Cappuccino, Bangalore Start Up and
Therapeutic Cappuccino.

10.
0 500 1,000 1,500 2,000 2,500
Chili's North and East
Chili's West and South
Domino's Pizza
Dunkin' Donuts
McDonald's
Papa John's Pizza
The Coffee Bean and Tea Leaf
Taco Bell
Starbucks
Pizza Hut
KFC
Costa Coffee
Cafe Coffee Day
Burger King
Engagement Score Number of Tweets
Tweets
Domino’s Pizza posted the highest number of Tweets (1,997). Chili’s West and South saw high engagement
(928) with Tweets predominantly around contests and the launch of its branch in Chennai.

11.
0 200 400 600 800 1,000 1,200
Chili's North and East
Chili's West and South
Domino's Pizza
Dunkin' Donuts
McDonald's
Papa John's Pizza
The Coffee Bean and Tea Leaf
Taco Bell
Starbucks
Pizza Hut
KFC
Costa Coffee
Cafe Coffee Day
Burger King
Engagement Score Number of Instagram Posts
Instagram Posts
Domino’s Pizza had the highest number of Posts (1,004) and KFC received the highest Engagement Score (482).
The most engaging Posts by KFC were around the launch of their new menu items like the Smoky Grilled
Chicken, Chizza, 5-in1 Meal Box and KFC longer buns.

12.
0 100 200 300
Domino's Pizza
KFC
McDonald's
Cafe Coffee Day
Costa Coffee
Pizza Hut (India)
Taco Bell
Starbucks
The Coffee Bean & Tea Leaf
Dunkin' Donuts
Papa John's Pizza
Burger King
Chili's North & East
Chili's West & South
MillionsReach Impressions
Facebook – Reach & Impressions
Domino’s Pizza had a double win with both the widest Reach (143,330,135) and most Impressions
(240,853,145) for 2016. In addition to being promoted, their endearing video around Friendship Day enjoyed
stellar Reach owing to great content.
*Reach & Impressions data is estimated using algorithms and machine learning

13.
0 100 200 300 400 500 600 700 800
Cafe Coffee Day
Costa Coffee
Dunkin' Donuts
McDonald's
The Coffee Bean & Tea Leaf
Taco Bell
Papa John's Pizza
Burger King
Pizza Hut
KFC
Starbucks
Chili's West & South
Domino's Pizza
Chili's North & East
Organic Promoted
Facebook – Organic & Promoted Posts
Costa Coffee had the highest number of organic Posts (677) on Facebook. The launch of their new branch at
the Logix City Centre, Noida got the most engagement without any paid efforts. Domino’s Pizza had the
highest number of promoted Posts (594) and its most engaging Post was the ‘Buy One Pizza, Get One Free’
Diwali offer.

14.
890
1,000
1,000
2
2
4
0 200 400 600 800 1,000 1,200
#5-in-1 Meal Box (KFC)
#DiwaliDawat (Domino's Pizza)
#BossisBack (Burger King)
Number of Facebook Posts Engagement Score
Top Campaigns on Facebook
Burger King’s campaign #BossisBack received the highest engagement on Facebook (1,000). As part of
their campaign, the brand posted content around the arrival of a new menu item, Big Boss Whopper in their
stores in India.

15.
630
867
915
2
25
4
0 200 400 600 800 1,000
#PizzaHutCrustFestival (Pizza Hut)
#burgerpizzabollywoodcombo (Domino's Pizza)
#UnlikelyFriends (KFC)
Number of Tweets Engagement Score
Top Campaigns on Twitter
On Friendship Day, KFC’s ingenious campaign #UnlikelyFriends was used to promote the ‘KFC Friendship
Bucket’. They asked their Followers- which unlikely pair should share it, bringing in great engagement (915).

16.
0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 18,000 20,000
#goodnessofburgerpizza
(Domino's Pizza)
#thodatimeaur
(McDonald's)
#chickenfries
(Burger King)
#plateofhope
(KFC)
#tacobellnehruplace
(Taco Bell)
User Tweets
Hashtags
Domino’s #goodnessofburgerpizza was the most used hashtag on Twitter (17,890). The restaurant brand
encouraged followers to answer various questions in the contest with the hashtag ‘#goodnessofburgerpizza’,
thereby bringing in high engagement and helping to promote their new food item ‘Burger Pizza’.

17.
Most Engaging Facebook Posts
Dunkin’ Donuts
30-DEC-16, FRI 3:30AM
Grabbin' some treats from Dunkin' to
sweeten up your New Year's Party? Guess
what? We're throwin' in ..
ENGMT. LIKES COMMENTS SHARES
1,000 83,045 162 116
McDonald’s
15-DEC-16, THU 12:02AM
This International Tea Day, let’s break
away from our chaotic lifestyles and
experience McCafe’s Tea ..
Cafe Coffee Day
14-DEC-16, WED 5:06AM
Need a reason to download our new app?
We can give you three. http://ccdapp.in
ENGMT. LIKES COMMENTS SHARES
1,000 251,259 584 762
ENGMT. LIKES COMMENTS SHARES
1,000 283,914 540 147

18.
The wait is over. ;)
#BiggBossWhopperIsBack at your
nearest Burger King. Rush now!
https://t.co/v8z..
16-Oct-16, Sun 01:48AM
ENGMT. FAV. REPLIES RETWEETS
1,000 95 92 167
Most Engaging Tweets
Love our breadsticks? Rhyme it, to win our
#PizzaRhymes #Contest! Follow, tag
and tweet now! https:..
Which unlikely pair do you think should
share this Friendship Bucket? Best
answers win BIG!! #Unlik..
16-Oct-16, Sun 01:45AM
ENGMT. FAV. REPLIES RETWEETS
1,000 16 29 23
17-Jul-16, Sun 02:12AM
ENGMT. FAV. REPLIES RETWEETS
1,000 134 879 167
Burger King Papa John’s Pizza KFC

19.
#CheeseMaxxMoments #contest Just
share a caption for this click ! 3
most fun captions to win #piz..
24-Jan-16, Sun 11:18PM
ENGMT. LIKES COMMENTS FILTER
976 292 85 Normal
Most Engaging Instagram Posts
#Repost @hopshophog with @repostapp ・
・・ This drool worthy chicken was
delivered by @kfcindia_offici..
19-Oct-16, Wed 12:33PM
ENGMT. LIKES COMMENTS FILTER
946 211 4 Normal
24-Nov-16, Thu 04:24AM
ENGMT. LIKES COMMENTS FILTER
929 2,195 30 Normal
Pizza Hut Chili’s North and East KFC
#� #Repost @thegreatindianfoodie ・・・
When you just cant get oved this 5
cheese pizza by chillis Ob..

20.
Customer Service – Reply Time (inminutes)
Chili’s North and East had the fastest reply time (6 hours, 16 minutes and 44 seconds) on Twitter while KFC
had the best reply time (9 hours and 31 minutes) on Facebook.
0 2,000 4,000 6,000 8,000 10,000 12,000
Chili's North and East
Chili's West and South
Domino's Pizza
Dunkin' Donuts
McDonald's
Papa John's Pizza
The Coffee Bean and Tea Leaf
Taco Bell
Starbucks
Pizza Hut
KFC
Costa Coffee
Cafe Coffee Day
Burger King
Reply time on Twitter Reply time on Facebook

21.
Customer Service – Response Rate
Papa John’s had the best response rate of 21% on Twitter while Pizza Hut had the best response rate of 51%
on Facebook.
0% 10% 20% 30% 40% 50% 60%
Chili's North and East
Chili's West and South
Domino's Pizza
Dunkin' Donuts
McDonald's
Papa John's Pizza
The Coffee Bean and Tea Leaf
Taco Bell
Starbucks
Pizza Hut
KFC
Costa Coffee
Cafe Coffee Day
Burger King
Response rate on Twitter Response rate on Facebook

22.
Most Engaging Day of the Week Snapshot
Network
Burger King Sunday Sunday Monday
Cafe Coffee Day Wednesday Thursday, Saturday Sunday
Chili’s North and East Monday Wednesday Wednesday
Chili’s West and South Wednesday Friday Tuesday
Costa Coffee Sunday Tuesday -
Domino’s Pizza Monday Thursday Saturday
Dunkin’ Donuts Friday Friday Sunday
KFC Saturday Sunday Wednesday

23.
Most Engaging Day of the Week Snapshot
Network
McDonald’s Thursday Tuesday Sunday
Papa John’s Pizza Saturday Sunday Monday
Pizza Hut Friday Saturday Monday
Starbucks Friday Friday -
Taco Bell Monday Thursday Saturday
The Coffee Bean and
Tea Leaf
Tuesday - Saturday

24.
Most Engaging Time of the Day Snapshot
Network
Burger King 10 AM-11 AM 6 AM-9 AM 11 PM-12 AM
Cafe Coffee Day 2 PM-3 PM 12 PM-3 PM 6 AM-7 AM
Chili’s North and East 9 AM-10 AM 12 AM-3 AM 6 AM-7 AM
Chilis West and South 8 PM-9 PM 12 PM-3 PM 11 AM-12 PM
Costa Coffee 1 PM-2 PM 9 AM-12 PM -
Domino’s Pizza 9 AM-10 AM 3 PM-6 PM 9 PM-10 PM
Dunkin’ Donuts 1 PM-2 PM 9 AM-12 PM 5 AM-6 AM
KFC 5 PM-6 PM 6 PM-9 PM 7 PM-8 PM
*All timings are given in local times

25.
Most Engaging Time of the Day Snapshot
Network
McDonald’s 5 PM-6 PM 12 PM-3 PM 3 PM-4 PM
Papa John’s Pizza 6 AM-7 AM 9 AM-12 PM 7 PM-8 PM
Pizza Hut 6 PM-7 PM 9 AM-12 PM 8 AM-9 AM
Starbucks 7 PM-8 PM 9 AM-12 PM -
Taco Bell 3 PM-4 PM 6 PM-9 PM 9 AM-10 AM
The Coffee Bean and
Tea Leaf
6 PM-7 PM - 1 PM-2 PM
*All timings are given in local times

26.
Key Takeaways
- Indian QSR brands saw better engagement on Facebook in 2016. Facebook posts received 1.3X and
1.1X more engagement than on Instagram and Twitter respectively.
- In 2016, Indian QSR brands promoted 30% of all their Facebook Posts and saw 8 times more
engagement.
- On Facebook and Instagram, the brands received the best engagement on Posts that centered around
the launch of new menu items and new outlets.
- On Twitter, Indian QSR brands saw high engagement when they tweeted about contests.

27.
Thank You
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