Throughout the month of July, brands that had increased their social media engagement in June with contests or brand-specific anniversaries maintained consistent growth in those metrics, as measured by the NRN Social 200. Yet several restaurant chains showed a noticeable pop in interactivity with fans, particularly on Facebook, which resulted in double-digit weekly gains in their Social 200 scores.
Often, the spike in engagement resulted from a single post or image that connected with a restaurant’s fans because it reflected a brand’s authenticity, was a unique image or was just a very compelling offer.
The NRN Social 200 is an index that monitors and measures the social-media success of the Top 200 largest restaurant brands, based on Nation’s Restaurant News’ annual census of brand U.S. sales. NRN has partnered with social-media tracking and analysis firm TrackingSocial to create the index, which explores the engagement level and relationship between the largest restaurant brands and their social media audiences on Facebook, Twitter and YouTube.
Fans find authentic content compelling
As photography capabilities have improved for Facebook and Twitter and the photo-sharing platform Instagram has gained traction, restaurants have grown more adept at building social-media content around striking images, usually food shots. But in July, several brands bolstered engagement with photos that were not necessarily of menu items but that customers found no less compelling.
A piece of fan art — actually, several hundred pieces — helped White Castle earn more than 14,000 likes, nearly 4,000 shares and 500 comments in one posting. The picture was of a White Castle replica constructed entirely from LEGO pieces, taken by fan Rob Bender and uploaded to Flickr. The brand’s index score rose 13.2 percent to 22.67 the third week of July.
Krystal, a similarly sized quick-service chain based in Chattanooga, Tenn., and spread throughout the Southeast, drove a 13.9-percent weekly improvement in its Social 200index score the second week of July. Like White Castle, Krystal benefited from a Facebook photo of a restaurant, but its image was a simple exterior of a location. Its caption read, “Krystal: It’s a Southern thing,” which drove engagement for brand fans, more than 1,500 of whom liked the post.
Another regional chain, Cincinnati-based LaRosa’s Pizzeria, leveraged its reputation as a staple of the local scene with ongoing programs tied to the Cincinnati Reds pro-baseball team. A no-hitter thrown by Reds pitcher Homer Bailey put LaRosa’s engagement over the top. Bailer threw his no-hitter July 2, and two separate posts of the same photo of the pitcher garnered more than 6,200 combined likes and 1,150 combined shares, increasing LaRosa’s weekly Social 200 index score by 36.7 percent.
Firehouse Subs also exemplified the power of a single piece of content to drive meaningful increases in engagement, yet its most engaging post of the month, which drove a 20.8-percent increase in its Social 200 score the first week of July to 21.06, was all text. Late on the night of June 30, Firehouse shared heartfelt condolences for the 19 firefighters who perished fighting a wildfire in Yarnell Hill, Ariz. The brand’s message for the “terrible loss” of first responders, including a signoff of “Rest easy, brothers,” carried genuine authenticity because firefighters Chris and Robin Sorenson founded Firehouse Subs and remain heavily involved in the chain.
Offers they can't refuse
With Social 200 scores consistently in the low 30s, 7-Eleven has been a steady performer in engagement on Facebook and Twitter this year. However, July was an especially good month for the C-store chain, which took advantage of its “7/11” date to drive awareness for a chainwide Slurpee giveaway on July 11. On that day, 7-Eleven’s promotional photo went viral to the tune of more than 19,000 Facebook likes and 18,000 shares, as well as several thousand retweets. The brand followed that giveaway up a week later with an “#AEWSUMMER” promotion of a medium iced coffee for $1. The Facebook post for that deal garnered outsize Facebook engagement with 7,000 likes.
Similarly, Boston Market has performed well all summer on the Social 200, placing among the top five weekly gainers several times. Yet its most-shared Facebook post of the month was a $1-off coupon for its popular ribs entrée.
Buca di Beppo’s 13.2-percent increase in Social 200 index score to 21.88 the third week of July sprang from a Facebook post that was much more of an outlier in terms of the chain’s overall engagement. On July 12, Buca advertised a $20 gift certificate that could be downloaded from a promotional Facebook post, which earned more than 80,000 likes and more than 7,000 shares. Typically, Buca’s Facebook posts fetch likes in the low triple digits and shares in the single digits.