Social media benchmarking company Unmetric released its Fast Food Report, that analyses the social media efforts of the top 16 fast food chains in 2012, to better understand the interaction between these restaurants and their customers on social media. It identifies which chains are doing the best job at gaining new fans, keeping them updated, and carrying on conversations via social media.
While this study is based on American brands, it can also serve as a reckoner for their Indian counterparts, to see what aspects of their social media strategy they should tweak, or focus on. The data is gathered from the Facebook and Twitter accounts of the brands, during the time period of January 1, 2012 to April 30, 2012. Here are the findings from the report:
- Burger King has seen 105% fan growth on Facebook since January, and the chain also claims the top spot for conversation percentage, at four percent.
- McDonald’s has seen 118% follower growth on Twitter since January.
- McDonald’s replies to follower tweets faster than any other chain – in only 29 minutes. Burger King takes over two days to reply (on an average).
- Chipotle uses Twitter as a conversational tool to connect with followers, replying to 100% of its followers’ 15,002 tweets.
- Overall, 61% of fast food fans on Facebook are female.
- These restaurants mostly talk about contests and brand news over menu updates, recipes and ad campaigns, though the latter bunch drives far better engagement.
They also presented a breakdown of the some of the metrics that were taken into consideration. The major metric used is called the Unmetric score – a scientific blend of 24 qualitative and quantitative social media metrics, weighted and balanced to produce a single benchmarkable number.
Top Unmetric Scores on Facebook
- McDonald’s – 86
- Taco Bell – 81
- Subway – 77
- Dunkin’ Donuts – 65
- Baskin Robbins – 63
Top Unmetric Scores on Twitter
- McDonald’s – 97
- Taco Bell – 92
- Chipotle – 77
- Pizza Hut – 76
- Dunkin’ Donuts – 74
Fastest Growing Chains on Facebook
- Burger King – 105%
- Sonic – 60%
- McDonald’s – 56.5%
- Pizza Hut – 48%
- Subway – 40%
Slowest Growing Chains on Facebook
- Chick-fil-A – 6.1%
- Krispy Kreme & In-N-Out – 11%
- Taco Bell – 12%
- Dunkin’ Donuts – 15%
Fastest Growing Chains on Twitter
- McDonald’s – 118%
- Burger King – 35%
- Sonic – 31%
- Chipotle – 26%
- Krispy Kreme – 25%
Slowest Growing Chains on Twitter
- Carl’s Jr. – 11%
- In-N-Out – 13%
- Dairy Queen – 14%
- Taco Bell & Baskin Robbins – 15%
Most Replies on Twitter
- Chipotle – 15,002
- Pizza Hut – 5,021
- Taco Bell – 2,854
- Dunkin’ Donuts – 951
- Carl’s Jr. – 585
Highest Engagement on Facebook (Calculation of Likes, Comments, Shares and Impressions that each FB post receives)
- In-N-Out – 54
- Taco Bell – 51
- Chick-fil-A – 28
- McDonald’s – 27
- Krispy Kreme – 26
Fastest Average Reply Time on Twitter
- McDonald’s – 0:29
- Chipotle – 0:37
- Chick-fil-A – 0:42
- Taco Bell – 0:46
- Krispy Kreme – 1:39
Slowest Average Reply Time on Twitter
- Burger King – 60:29
- Carl’s Jr. – 14:53
- Dairy Queen – 12:33
- Baskin Robbins – 8:09
- Sonic – 7:09
McDonald’s and Taco Bell are two chains that stand out across various metrics, and receive the highest scores in terms of both Facebook and Twitter. How do you think Indian fast food brands are doing in comparison to American brands? Do we see replies to Tweets in 29 minutes? Share with us.
