22-04-2014 Siddharth Sheth, Simplify360 1

Top US Fast Food Chains on

Social Media

Overview

• Top 10 US based fast food chains on social media

• Top local fast food chains on social media

• Top fast food chains with global presence

• Top category-wise fast food chains on social media

• Most mentioned brands

• Most talked about brands

• Most followed and liked brands

22-04-2014 Siddharth Sheth, Simplify360 2

Trends

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#1 McDonald’s is the most

social fast food chain, with

an SSI score of 93.6

#8 Whataburger bagged an

impressive 8th position

despite having just 200

locations across 12 states

93.6 Starbucks has the highest

Facebook engagement

score of 93.6

19.38% McDonald’s has maximum

proportion of people talking

about it on Facebook

91.76 Starbucks also has the

highest Twitter engagement

score of 91.76

#1 Taco Bell is the most

mentioned brand on Twitter

SSI (Simplify360

Social Index) is a

function of buzz

score, Facebook

engagement score

and Twitter

engagement score

Top 10 US Based Fast Food Chains On

Social Media

Rank Brand SSI Score (Mar‘14) Scope

1 McDonald's 93.6 Global

2 Starbucks 91.79 Global

3 Taco Bell 84.94 Global

4 KFC 76.78 Global

5 Burger King 76.07 Global

6 Pizza Hut 73.61 Global

7 Domino's Pizza 65.41 Global

8 Whataburger 62.68 Local

9 Ben & Jerry's 54.27 Global

10 Jimmy John’s 52.23 Local

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Top Local Fast Food Chains On Social

Media

Rank Brand SSI Score (Mar‘14)

1 Whataburger 62.68

2 Jimmy John’s 52.23

3 Chipotle Mexican Grill 46.33

4 Sonic Drive-In 43.59

5 Tim Horton’s 31.11

6 Popeye’s Louisiana Kitchen 27.69

7 Häagen-Dazs 27.44

8 Del Taco 25.39

9 Five Guys Burgers and Fries 21.55

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Top Fast Food Chains With Global Presence

Rank Brand SSI Score (Mar ‘14)

1 McDonald's 93.6

2 Starbucks 91.79

3 Taco Bell 84.94

4 KFC 76.78

5 Burger King 76.07

6 Pizza Hut 73.61

7 Domino's Pizza 65.41

8 Ben & Jerry's 54.27

9 Papa John's 50.39

10 Sbarro 21.09

11 California Pizza Kitchen 18.58

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Top Fast Food Chains On Social Media

Category-wise

Rank Brand SSI Score (Mar ‘14) Product

1 McDonald's 93.6 Burger

2 Starbucks 91.79 Beverages

3 Taco Bell 84.94 Tex-Mex

4 KFC 76.78 Chicken

5 Pizza Hut 73.61 Pizza

6 Ben & Jerry's 54.27 Ice Cream

7 Jimmy John’s 52.23 Sandwiches

8 Tim Horton’s 31.11 Baked Goods

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Most Mentioned Brands

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21,738

30,232

38,912

39,011

57,876

66,095

70,995

138,276

156,868

286,781

0 100,000 200,000 300,000

KFC

Domino's Pizza

Sonic Drive-In

Chipotle Mexican Grill

Pizza Hut

Burger King

Whataburger

Starbucks

McDonald's

Taco Bell

Mentions

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Taco Bell

Chipotle Mexican Grill

Five Guys Burgers and Fries

Ben & Jerry's Del Taco

Sonic Drive-In

Tim Hortons

Starbucks

Jimmy John’s

Whataburger

Popeyes Louisiana Kitchen

Häagen-Dazs

McDonald's

KFC

Burger King

Pizza Hut

Domino's Pizza

California Pizza Kitchen Papa John's

Sbarro

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

0 50,000 100,000 150,000 200,000 250,000 300,000 350,000

Mentions p

er

Follw

oer

as P

erc

enta

ge

Total Number of Mentions

Twitter Mentions per Follower vs Total Number of Mentions

Local brands (except Sbarro) are

engaging their target customers really

well. Despite having less followers,

they have relatively more tweets per

follower

Taco Bell has the best

performance on Twitter

among global brands

using this parameter

Despite having a really large fan

following on Twitter, these 2

brands have very few mentions

compared to Taco Bell

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Taco Bell

Chipotle Mexican Grill

Five Guys Burgers and Fries

Ben & Jerry's

Del Taco

Sonic Drive-In

Tim Hortons

Starbucks

Jimmy John’s

Whataburger

Popeye's

Häagen-Dazs

McDonald's

KFC

Burger King

Pizza Hut

Domino's Pizza

CPK

Papa John's

Sbarro 0

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

7,000,000

0 5,000,000 10,000,000 15,000,000 20,000,000 25,000,000 30,000,000 35,000,000 40,000,000

F

o

l

l

o

w

e

r

s

o

n

T

w

i

t

t

e

r

Likes on Facebook

Followers vs Likes

Shows what a strong presence

Starbucks and McDonald’s command

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19.38%

15.10%

7.92%

5.88%

5.20%

5.01%

3.46%

2.86%

2.31%

2.19%

1.18%

0.93% 0.59%

0.42% 0.39% 0.38%

0.35%

0.18%

0.11%

0.10%

Most Talked About on Facebook McDonald's

Starbucks

Burger King

Ben & Jerry's

Taco Bell

KFC

Whataburger

Häagen-Dazs

Domino's Pizza

Pizza Hut

Popeyes Louisiana Kitchen

Jimmy John’s

Sonic Drive-In

California Pizza Kitchen

Del Taco

Chipotle Mexican Grill

Papa John's

Five Guys Burgers and Fries

Tim Hortons

Sbarro

• Simplify360’s proprietary listening tool is used for collecting the data and counting the number of mentions for each company.

• The parameters considered for Twitter and Facebook were also gathered through Simplify360.

• A total of 20 global companies were considered in the analysis.

Methodology

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Intelligence

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