Some of the largest players in foodservice are also the most prevalent brands in social media. The fourth quarter Restaurant Social Media Index results favored quick service over casual dining and those that continued to grow their social media footprints over those resting on the size of followers.
1. Starbucks
RSMI score: 238.3
Klout score: 78
Social consumer sentiment score: 72.2
The coffee chain remains a leader across nearly all RSMI metrics, including total number of Twitter followers and Facebook likes.
Starbucks owns or francises 10,580 U.S. units and booked $8 billion in U.S. systemwide foodservice sales in 2011, according to NRN's annual Top 200 census.
2. McDonald’s
RSMI score: 204.2
Klout score: 70
Social consumer sentiment score: 54
McDonald’s is ranked No. 2 for total Facebook “likes,” with more than 12 million “likes.”
The largest burger chain owns or francises 14,027 U.S. units and tallied $32.4 billion in U.S. systemwide foodservice sales, according to NRN's annual Top 200 census.
3. Wendy’s
RSMI score: 202.9
Klout score: 78
Social consumer sentiment score: 52.5
While Wendy’s doesn't boast as many followers as Starbucks, the quick-service burger brand tied the coffeehouse giant in its Klout score, which ranks Twitter engagament.
The domestic Wendy's system includes 5.883 units and books $7.9 billion in systemwide foodservice sales.
4. Chipotle
RSMI score: 188.2
Klout score: 65
Social consumer sentiment score: 49.3
Chipotle's total number of Twitter followers increased more than 20 percent in this fourth quarter analysis, driving its total RSMI score.
The fast-casual burrito chain tallies 1,081 U.S. units and booked $1.8 billion in U.S. systemwide foodservice sales in 2011, according to NRN's Top 200 annual census.
5. Chick-fil-A
RSMI score: 188.1
Klout score: 65
Social consumer sentiment score: 54.5
Of the RSMI top 10 brands, Chick-fil-A was second only to Starbucks in social consumer sentiment, a ranking that tracks customer and consumer engagment and viewpoints on a particular brand.
Chick-fil-A owned or francised 1,523 U.S. units and posted $3.5 billion in U.S. systemwide foodservice sales in 2011, according to NRN's Top 200 census.
6. Arby’s
RSMI score: 187.7
Klout score: 73
Social consumer sentiment score: 44.3
Arby’s boasted the largest jump in Klout scoring during the fourth quarter, increasing 15 points. (See how Arby's did it.)
The quick-service chain most known for its roast beef sandwiches operated or franchised 3,523 U.S. units that booked $2.8 billion in U.S. systemwide foodservice sales in 2011, according to the NRN Top 200 census.
7. Pinkberry
RSMI score: 185.0
Klout score: 66
Social consumer sentiment score: 47.2
Pinkberry’s Klout score rose 7 points in the fourth quarter -- one of the top 5 brands in terms of Klout growth.
The frozen yogurt chain owned or franchised more than 120 locations in eight countries, including the United States.
8. Peet’s Coffee & Tea
RSMI score: 177.3
Klout score: 49
Social consumer sentiment score: 62.9
Peet’s had the second highest social consumer score of all the brands in the index, just below fellow coffee-chain Starbucks.
According to the company's 2010 annual report, the latest available, Peet's Coffee & Tea operated 192 U.S. units and did $333.8 million corporate revenue.
9. KFC
RSMI score: 173.7
Klout score: 65
Social consumer sentiment score: 41.2
KFC achieved the second-largest point growth in its Klout score in the fourth quarter, as well as the third-highest gain in the number of Twitter followers.
KFC owned or francised 5,055 U.S. units that booked $4.7 billion in U.S. systemwide foodervice sales in 2011, according to the NRN Top 200 census.
10. Outback Steakhouse
RSMI score: 173.6
Klout score: 59
Social consumer sentiment score: 45.2
Outback Steakhouse grew its Twitter following by nearly 20 percent in the fourth quarter. It also ranks in the top 20 Klout rankings, with a Klout score of 59 out of 100.
Outback Steakhouse owned or francised 778 U.S. units and booked $2.3 billion in U.S. systemwide foodservice sales in 2011, accroding to the NRN Top 200 census.
Contact Charlie Duerr at charles.duerr@penton.com.
Contact Marcella Veneziale at marcella.veneziale@penton.com.