A restaurant brand’s understanding of the success or failure of social media efforts is more important than ever as consumers continue to use platforms like Facebook and Twitter to drive dining-out decisions and as corporate executives look to justify a return on social marketing spending.

With that reality in mind, Nation’s Restaurant News has re-launched its NRN Social 200 to better index — on a daily basis — the social media effectiveness of the restaurant industry’s largest brands. The NRN Social 200, first introduced in 2012, is an index that follows, quantifies and ranks the relationships between restaurants and their social media audiences. The 200 restaurant brands included in this index are based on NRN’s annual Top 200 census of the largest U.S. restaurant brands, ranked by annual systemwide sales. Only qualifying Top 200 chains, which had to book sales of more than $134 million in fiscal 2012, are included in the NRN Social 200.

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What’s new?

Conceptualized with new partner Sprinklr, a social analytics company, and based on a data-driven social brand performance analysis platform from Dachis Group, which Sprinklr acquired in February, the new NRN Social 200 is a complete overhaul from the earlier version of the ranking platform.

• The index now takes into account not only owned impressions — brand efforts and customer engagement on brand pages or accounts — but also earned impressions and consumer sentiment — any way a consumer interacts with a brand’s content, and how.
• The index now tracks data from all consumer social platforms, from the largest environments like Facebook and Twitter, to the up-and-coming location- or image-based apps.
• The index gathers all restaurant brand social accounts, including franchisee accounts, regional accounts or product-level social accounts, and rolls those into one brand score.