Watch an ad for Del Taco's Epic Burritos
As with previous months this year, the NRN Social 200 index, powered by TrackingSocial, reported both small and large restaurant chains creating big gains in their levels of social engagement during November.
Once again, content tied to limited-time items and promotions proved significant for larger chains with greater scale and social followings. However, smaller brands also managed to bring about big gains from week to week on the Social 200, often with photos that had shareable attributes. Highlights for restaurant chains’ largest spikes in social engagement for November dealt with video sharing on YouTube and Facebook or with photos that had an authentic, endearing quality that elicited more shares and likes.
One brand that succeeded in a more straightforward social-marketing way was KFC, which drove an 11.3-percent increase in its already high Social 200 score to 32.99 during the third week of November. The Louisville, Ky.-based chain’s most successful Facebook posts advertised the $10 Weekend Bucket promotion, which was coming to a close that weekend.
Weekend Bucket-related posts received more than 4,500 likes and several hundred shares on several occasions, compared with typical posts that average hundreds of likes and perhaps only dozens of shares. While the $10 bucket is no longer offered, KFC is carrying on the “#Couchgating” theme in its social marketing for the rest of football season.
Other brands that drove social engagement in November did so with videos and photos, including Del Taco, Hardee’s, Bubba Gump Shrimp Co., Tim Hortons and Round Table Pizza.