Champps, Marie Callender's make gains
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Weekly percent change: +26.8%
Index score: 6.05
Così’s uptick in activity the first two weeks of August showed the value of increasing a brand’s rate of Facebook posting, especially off a smaller base of engagement. The fast-casual chain, which primarily uses Facebook for its social media marketing, made seven posts all of July and then created three during the first nine days of August. Così is using Facebook to share pictures of a new location opening this month in Columbus, Ohio.
The chain also appears to be benefiting from popular Facebook posts created at the end of July to promote a “Lunch for Two for a Year” sweepstakes, which it reinforced more frequently on Twitter during early August. As is often the case with Facebook posts about contests or sweepstakes, the “Lunch for Two for a Year” content received the most engagement of Così’s recent posts, including more than 200 likes, 25 shares and nearly as many comments.
4. Champps Americana
Weekly percent change: +25.3%
Index score: 5.51
Casual-dining chain Champps derives all of its Social 200 index score from its Facebook activity. Typically its posts receive shares in the low-single digits, if at all, but during the second week of August, two of Champps’ posts proved relatively “shareworthy.” A food shot of the Mile High Ice Cream Pie earned 27 shares, and a simple graphic of a football with the caption “Shh, football is on,” got 23 shares.
5. Marie Callender’s Restaurant & Bakery
Weekly percent change: +24.9%
Index score: 7.17
Marie Callender’s is another multiple top weekly performer this summer. The brand followed a 17.4-percent weekly gain the previous week with a 24.9-percent jump the second week of August, once again powered by its “Summer Backyard BBQ Contest” and a complementary promotional menu of grilled and barbecued favorites. The chain’s contest runs through Aug. 13 and offers several Weber grills as prizes.
Contact Mark Brandau at firstname.lastname@example.org.
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