[October 16, 2017] |
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NetBase Report Finds Taco Bell the Top Performing Restaurant Brand on Social Media in 2017
NetBase,
a global leader in enterprise social analytics, released its 2017
Restaurant Brands Report today. The study found consumers are most
passionate about Taco Bell, Chick-fil-A, Domino's Pizza, Olive Garden,
Wendy's, Dunkin' Donuts, Starbucks, McDonalds, Panera Bread and Subway.
The report utilized social media brand performance to determine the top
100 global brands in the quick service, fast casual and casual dining
industries. It analyzed more than 187 billion social media mentions in
order to translate and package these conversations into digestible
insights that illustrate the trends, emotions and passions that drive
diners to restaurants.
"It takes more than great food to truly engage consumers and turn them
into passionate advocates. Restaurant patrons make their choices with
emotion; they're driven by stories and experiences of thousands of
friends, strangers, and influencers," said Paige Leidig, chief marketing
officer at NetBase. "We find that consumers are looking for the same
things regardless of the type of restaurant - good service and
authenticity."
While McDonalds was the most-discussed brand, it only earned the #8
spot. Taco Bell ranked the highest in overall brand performance due to
passionate customers and content that resonates with their audience.
Taco Bell found success with food influencer programs, relevant brand
partnerships such as teaming with Microsoft (News - Alert) for an Xbox One giveaway and
new products, especially those targeted at ketogenic and low carb
dieters.
Key findings Include:
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Quick Service (QS) Domination: Quick service restaurants held
around 74 percent of the conversation volume. In comparison, Fast
Casual held 10 percent and Casual Dining establishments accounted for
about 15 percent of the total conversation. While Fast Casual may not
have as much of a spotlight as QS, Fast Casual was the leader in Brand
Passion Index (BPI) and Net Sentiment (NS) with scores of around 45
BPI and 70 NS. Comparatively, QS has scores of35 BPI and 53 NS while
Casual Dining has a 41 BPI and 61 NS.
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Diners Like Bad Girls: While many brands like #2 Chick-fil-A
focus their social media persona around the positive, Wendy's found
success by zigging when everyone else was zagging. Wendy's came in at
#5 overall by playing the "bad girl" on social media with its
new-found attitude. Several fans even asked to get roasted, bringing
the company lots of attention.
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Breadsticks Battle: Diners' passion for Olive Garden's
breadsticks were a major factor in its #4 ranking. The appetizer alone
had more mentions than many entire brands. However, Texas Roadhouse
was the third most mentioned term for Olive Garden due to a feud
between Roadhouse Rolls or Olive Garden Breadsticks.
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Tumblr and Twitter (News - Alert): While Twitter is by far the most active
channel for conversations about restaurants, Tumblr is also a notable
source of discussion about food. Most top brands having more
conversation on Tumblr than Instagram. Lacking a Tumblr strategy
forsakes a big opportunity to connect with customers.
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Millennials: In the coveted millennial demographic, the report
found conversations about restaurants are similar to the public as a
whole. Data from 500,000 millennials shows relative passion intensity
and net sentiment among the top 10 brands were similar to the rest of
the social media population.
To secure deeper business insights, NetBase drilled down deeper than
overall brand sentiment by categorizing conversations around different
themes, segmenting the conversation by Order Accuracy, Cleanliness,
Hospitality, Menu Selection, Quality, and Value. Looking into these
themes can help understand the content of high volume conversation.
These conversations are often shared with friends instead of directed at
brands, making these insights valuable to drive internal initiatives to
improve and address customer feedback.
Read the full NetBase 2017 Restaurant Brands Industry Report online here.
Methodology
NetBase opted for a selection of specific representative brands across
multiple categories rather than an exhaustive list. Data focuses on the
365 days leading up to September 1, 2017. Given the origin of
restaurants discussed, the majority of conversation occurred in the USA.
Indexing and social ranking is an average measure of actual position for
each metric, with the largest, most positive, or most passionate brands
ranking first.
NetBase used the following metrics for the report:
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Volume of conversation - Overall volume of conversation.
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Reach - Impressions from original tweets posted by a brand and any
replies to or retweets of the brand. This is a measure of "owned"
impressions.
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Awareness - Impressions from all tweets that mention a brand,
excluding those that are classified as owned tweets. This is a measure
of "earned" impressions.
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Passion Intensity - Indicating how strongly consumers feel about a
brand on a scale of 0-100.
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Net Sentiment - Measuring the overall direction of consumers' feelings
toward a brand on a scale of -100 to +100.
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Brand Passion Index (BPI) - Weighted average of Passion Intensity and
Net Sentiment to represent overall favorability. This is the first
year including the Brand Passion Index.
About NetBase
NetBase is the award-winning social analytics platform that global
companies use to run brands, build businesses and connect with consumers
every second. Its platform processes millions of social media posts
daily for actionable business insights for marketing, research, customer
service, sales, PR and product innovation. NetBase is a trusted partner
to American Airlines, Arby's, Coca-Cola, Ogilvy,
T-Mobile, Universal Music Group (News - Alert), Walmart and YUM!
Brands. Learn more at www.netbase.com
or @NetBase.
View source version on businesswire.com: http://www.businesswire.com/news/home/20171016005357/en/
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