During the first week in June, brands hoping for social media success this summer put out a lot of messaging around new menu items and contests, and they received significant levels of engagement for their efforts, according to the NRN Social 200.
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.
In this new weekly recap of the index’s biggest movers, find out what Panda Express, Papa Murphy’s Take ‘N’ Bake Pizza and other brands did to gain social media traction during June 1-7. Take a look at what’s behind the top five largest increases in last week’s NRN Social 200 index:
1. Papa Murphy’s Take ‘N’ Bake Pizza
Weekly percent change: + 88%
Index score: 14.49
Papa Murphy’s, whose social-media presence stems chiefly from Facebook, drove engagement with its Take ‘N’ Grill Sweepstakes, announced May 29. To participate in the contest, brand fans must first like Papa Murphy’s Facebook page before being able to access a special tab to enter. The chain even pointed out in a subsequent Facebook post that the contest gained Papa Murphy’s 30,000 new Facebook likes in three days — and that post itself earned nearly 600 likes and nearly 350 comments.
2. Panda Express
Weekly percent change: +35.4%
Index score: 27.50
Panda Express also derives nearly all of its social engagement from Facebook — the brand is not on Twitter — and last week that took the form of responses to posts about the chain’s new Samurai Surf & Turf. However, a large number of those comments had nothing to do with the Surf & Turf offering. Instead, they were complaints about the brand’s decision to switch the rice in its fried rice offering from white to brown.