The Food Institute Blog

The Food Institute Blog

Fast Food Approaches Vary on Social Media
Posted on May 08, 2015 by Bryan Wassel

Different fast food chains are finding success in different aspects of social media, according to a study by Unmetric. While all the major chains have a presence, they vary in how they respond to messages, where their fans are located, and how many users they have, reported The Wall Street Journal.

For instance, while McDonald's took longer to respond to tweets than Wendy's or Burger King, it responded more often. Chipotle Mexican Grill had the highest response rate of any fast food companies, and one of the best response times as well, but it sent few direct messages. At the same time, 69% of Domino's Pizza's Twitter replies were direct messages. Starbucks had the most Twitter followers at 7.7 million, twice that of second-largest food brand McDonald's at 2.8 million.

Facebook had interesting stats for Pizza Hut, which had 19% of its 24.1 million fans in India, second only to the 24% of fans in the U.S. Domino's also had 19% of its 9.7 million fans in India, possibly showing a growing appreciation for pizza in the country.

Burger King posted the shortest videos to YouTube, with an average length of 33 seconds. On the other end was Dunkin' Donuts, averaging 1:53 for each spot Starbucks dominated in total uploads, with 498 videos garnering, but Chipotle received an average of 289,998 views for each of its 87 videos, well over twice the amount of any other chain.

Could the approaches different companies take towards social media reflect their marketing in other areas?

Posted in Foodservice   Marketing  


About the Author

Bryan Wassel
Editorial Director
The Food Institute

With a background in both daily and weekly publications, Bryan has worked as a journalist since freelancing for his hometown paper in high school. He has since written both in print and online for min, The Times of Trenton and North Jersey Media Group, holding positions from stringer to editor. With a background as a news reporter, he has learned to seek out the focus behind the story, digging for the most important information. He has been with The Food Institute since 2013, where he edits Today in Food and The Food Institute Report, as well as puts together newsletters for several clients.


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