Top 250 Restaurant Brands on Social Media via the RSMI

Knowing your audience from the inside out

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Wednesday, June 12, 13

06/28/12 digitalcoco.com | RSMIndex.com

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Q1 Results & Findings

This quarter is all about new metrics and we are just beginning to rollout a slew of new metrics that are launching over 2013. Mobile and Loca?on are the key elements that have the most impact on the restaurant business today. What is significant is the global growth of mobile use for the restaurant business which leads to some innova?ve strategies for loca?on based interac?ons for restaurants.

Integrated Social at the Local level is what we like to call “the last mile of social” and like the fiber or high-‐speed brethren it’s just as important. We believe that this is the next major phase and shiL for brands as new local strategies are answering the big ques?on of connec?ng consumers at the local level.

Be on the lookout for the our next metric improvements over the next several quarter releases that provide the industry with real ac?onable metrics that are designed to drive growth in the next era digital brand.

« NEW METRICS THAT CONNECT BUSINESS»

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Overall Social Performance

Mobile Engagement

LocaGon Based AcGons

SenGment Food,Service and Brand

EngagementThree Layered

& Mul? variant

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5/1/2013

Sen?ment scoring with the RSMI is a very special process. Mul?-‐variant sen?ment is based on a variety of terms and loca?ons rela?ve to Food, Service, and Overall Brand Experience, providing a much more accurate consumer sen?ment score than any other system in the market.

•Sen?ment on over 6,000 restaurant brands•Sen?ment on Food, Service and Overall Brand Experience•Tracked against more than 80,000 industry terms and phrases•Sen?ment tracking for over 3 years

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Three Core Measurements

INFLUENCEInfluence is a cross measurement tracking system that combines influence scores from leading sen?ment tracking companies like Klout and Peer Index. Our own Social Insights Restaurant & Hospitality Sen?ment, as related to industry context, is also added into the influence equa?on.

• Over 120 points of measurement on brand influence• Combined influence from various trusted partners• Historical Influence to track performance

SENTIMENT

Engagement scoring looks into how a brand engages with its current social audience, as well as those who may not call themselves ‘fans’ or ‘followers,’ but s?ll interact with the brand. Engagement scoring also reveals social audience growth and effec?veness of engagement within that audience and extended reach audience.

• Tracking 16 pla\orms• Tracking 6,000 + restaurant & hospitality brands• Historical comparison • Approaching 50 Million Restaurant Consumers

ENGAGEMENT ><

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PRIMARY PATH ENGAGEMENT

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Engagement Impact = PredicGve Analysis

AMBIENT ENGAGEMENTAmbient engagement is any engagement that is driven by the target. Though it can be influenced by the brand it appears unsolicited to others.

Primary path is set in mo?on by an outbound or solicited message to social and digital pla\orms.

IMPACT ENGAGEMENTThis is the engagement where conversa?ons spark from either of the two other types of engagement. When achieved impact on revenue and brand top of mind state is considered to be at its highest.

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PPE AE IE

SMALLER IMPACT LESS DIRECT ACTION

BETTER IMPACT AND OVERALL VIRAL

SPREAD

HIGH IMPACT AND DIRECT RESPONSE OF THIS

CONVERSATION LAYER

For the Full Report Visit www.rsmindex.com




5/1/2013

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Digital Brand Impact From SocialMOBILE ENGAGEMENT

Loca?on based ac?ons have slowed on inten?onal check-‐ins but has increased over 210% vs this ?me last year in the Top 250 brands.

LOCATION BASED ACTIONS

SOCIAL GROWTH IN 2013

Growth in Social has increased more than 35% over this same period last year in social restaurant consumers.

Mobile engagement across the top 6,000 restaurant brand has increase 300+% from this ?me last year.

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35%

210% 300%





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Q1 Top 10 Overall Social Brands

Ranked from more than 48 million U.S. Restaurant consumers and over 6,000 brands the RSMI is the leading source for Social Metrics for restaurant & Hospitality.

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1 Taco Bell 245.36

2 McDonald's 244.72

3 Wendy’s 244.47

4 Starbucks 238.92

5 Buffalo Wild Wings 229.20

6 Jimmy John's 228.20

7 Red Mango 227.46

8 Pizza Hut 226.22

9 Subway 225.37

10 Hard Rock Cafe 223.43





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Q1 Top 10 Most Loved Brands

Ranked from more than 48 million U.S. Restaurant consumers and over 6,000 brands the RSMI is the leading source for Social Metrics for restaurant & Hospitality.

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1 Chipotle 78.93

2 Noodles & Company 78.92

3 Shake Shack 76.99

4 Chick-fil- A 76.39

5 Starbucks 75.02

6 Taco Bell 75.02

7 Wendy’s 74.93

8 Panera Bread 74.92


10 Bonefish Grill 73.99





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Q1 Top 10 Mobile Engaged Brands

Sen?ment scores are a key indicator to performance. In the RSMI we track, food, service and brand across more than 80,000 industry terms.

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1 Red Mango 83.49

2 Einstein Bros Bagels 82.33



5 Dunkin' Donuts 80.93

6 Sweet Green 80.47

7 Sonic Drive-in 79.84

8 Freshii 78.94

9 Tijuana Flats 78.92

10 Chipotle 78.88





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Q1 Top 10 LocaGon Based Brands

VenueTrak is the compelling part of the RSMI with more than 3.5 billion Loca?on Based Ac?ons across 50 million U.S. Consumers we track density, frequency, return and cross compe??ve for more than 6000 brands.

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1 Chipotle 82.91

2 Subway 80.99

3 Wendy’s 79.85

4 Starbucks 78.49

5 Tijuana Flats 77.91

6 Taco Bell 77.57



9 Raising Cane's 75.03

10 Jimmy John's 75.03





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Sen?ment slides or enhanced engagement have proven to be highly accurate in the impact on sales and compe??ve pressures from the marketplace.

While sen?ment is the most prominent, engagement can have a similar impact providing that it reaches the Impact Engagement phase when consumers begin the conversa?on on their own.

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Engagement and SenGment Q1 PredicGve

-‐4.5-‐2.302.34.56.89.0

-‐2.10

1.40

-‐2.50

4.30

6.708.40

Service Food Overall

2012 2013

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INDICATORS OF SALES OR CROSS COMPETITIVE

561 MM

498 MM

2012/2013 REVENUE COMPARISON

LOCATION BASED ACTION COMPARISON

UP 3.2% YOY 2011

UP 38% YOY 2012

LocaGon Based Social

AcGons Driving Revenue





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RSMI CapabiliGes

SERIVCESInsights and understanding, based on “big data”, are the real measure of any business today. If you can’t track it, you can’t measure it. Social Insights works on what we call “Creden_als”, the detailed tracking of social consumers rela_ve to both your organiza_on and the compe__ve ecosystem.

We provide Creden_als that illuminate every facet of your business, from real-‐_me data scraped across millions of social consumers, oben seeing business intelligence measures before you or your compe_tors do. Harness the power of Social Insights for immediate ac_onable data.





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ContactsABOUT

DigitalCoCo, is the designer and creator of the Restaurant Social Media Index and has spent more than 20 years studying the restaurant & hospitality ver?cal. Founder Paul Barron has been credited with pioneering the 50 billion Fast Casual Restaurant, a 2013 Top 50 Forbes Power Influencer and the Restaurant Innovator of the year in 2012. Additonaly he is the author of the best selling book “Chipotle Effect”

PHONE: 954-‐416-‐3028FAX: 954-‐416-‐3027EMAIL: [email protected]: www.digitalcoco.com



http://www.digitalcoco.com

http://www.digitalcoco.com



06/28/12

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Top 250 Restaurant Brands on Social Media via the RSMI