comparison of top qsr brands on facebook
TRANSCRIPT
Comparison ofTop QSR Brandson Facebook inQ4-2015
Oct 01, 2015 - Dec 31, 2015
Top QSR Brands on Facebook Q4-2015
For this report, we looked at the Facebook strategies of the top 10 QSR brands, according to the annual list of the Top 50 best performing QSR brands published in QSR Magazine.
Read on to find out how brands like Starbucks, Burger King, Subway, Taco Bell and Pizza Hut performed.
QSR Brands – Q4,2015
Highlights
• With a growth rate of 1.9%, Wendy's enjoyed the highest Fan Growth Rate among the 10 brands analyzed
• Of the brands analyzed, Wendy's also engaged the best with their Fans
• Among the QSR brands analyzed, on an average, 88% of content posted by brands was “brand related”
• 52,056 new Posts were written across these 10 ‘brand walls’. That’s an average of 56.0 Posts per day - per wall!
QSR Brands – Q4,2015
Key Findings
• Unsurprisingly, the most engaging content among the top brands is brand related –
pictures of food are universally loved!
• Apart from contents and offers, Fans of most brands engaged best with new products,
additions to menus as well as the re-introduction of old favorites.
• Between the fuss about their red cups, and their offers of free coffee - Starbucks
commanded the most Likes, Comments and Shares among the group.
QSR Brands – Q4,2015
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Fans
Starbucks Coffee had the largest fan base of 36,076,316 while Wendy's showed the highest fan growth of 1.91%.
-0.50%
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
0K 5,000K 10,000K 15,000K 20,000K 25,000K 30,000K 35,000K 40,000K
Gro
wth
%
Number of Fans
McDonald's(US) Taco Bell Burger King Chick-fil-A Panera Bread
Subway Starbucks Coffee Dunkin' Donuts US(US) Pizza Hut(US) Wendy's
QSR Brands – Q4,2015
Fans - Geography
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
United States Philippines Countries < 2% Mexico Canada
Argentina Brazil Other Countries Germany United Kingdom
QSR Brands – Q4,2015
Conversations
Wendy's had the highest PTAT of 2.54% as a percentage of its average number of Fans during this time period.
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
3.0%
0K 5,000K 10,000K 15,000K 20,000K 25,000K 30,000K 35,000K 40,000KPe
op
le t
alk
ing
ab
ou
t (a
s %
of
Fa
ns)
Average Number of Fans
McDonald's(US) Taco Bell Burger King Chick-fil-A Panera Bread
Subway Dunkin' Donuts US(US) Starbucks Coffee Pizza Hut(US) Wendy's
QSR Brands – Q4,2015
Engagement - Posts
Dunkin' Donuts US(US) published the greatest number of posts (235). Wendy's had the highest average engagement, with a score of 857.
0 50 100 150 200 250
0 100 200 300 400 500 600 700 800 900
McDonald's(…
Taco Bell
Burger King
Chick-fil-A
Panera Bread
Subway
Starbucks…
Dunkin'…
Pizza Hut(US)
Wendy's
Number of Posts
Engagement Score
Engagement Score Number of Posts
QSR Brands – Q4,2015
Engagement Breakdown
0 500000 1000000 1500000 2000000 2500000 3000000 3500000 4000000
McDonald's(US)
Taco Bell
Burger King
Chick-fil-A
Panera Bread
Subway
Dunkin' Donuts US(US)
Starbucks Coffee
Pizza Hut(US)
Wendy's
Likes Comments Shares
Starbucks Coffee received the most number of Likes (3,658,834), the most number of Comments (150,111) and had the most number of Shares (178,742).
QSR Brands – Q4,2015
Most Engaging Brand Posts
Pizza Hut(US)
Wed, Dec 2 at 9:06 AM EST
When these three families ordered a Triple Treat Box, they weren't expecting this to happen.
Engagement Score
Likes Comments Shares Sentiment
1,000 41,668 4,386 15,145 Positive
Burger King
Fri, Nov 20 at 6:23 PM EST
Chill out. Surge is here. #SurgeComeback
Pizza Hut(US)
Mon, Nov 9 at 12:37 PM EST
It's here. It's real. It's $19.99. Order your Triple Treat Box now. bit.ly/1kGcdZb
Engagement Score
Likes Comments Shares Sentiment
1,000 112,261 6,190 12,590 Positive
Engagement Score
Likes Comments Shares Sentiment
1,000 58,579 17,322 16,594 Positive
QSR Brands – Q4,2015
Most Engaging Brand Posts
Starbucks Coffee
Sun, Nov 1 at 9:00 AM EST
Welcome back, red cups!
Engagement Score
Likes Comments Shares Sentiment
1,000 572,353 16,633 20,107 Positive
Wendy's
Wed, Oct 21 at 2:42 PM EDT
The new 4 for $4 Meal. Believe it. Eat it.
Wendy's
Mon, Oct 12 at 11:00 AM EDT
If you’ve got four bucks, you’ve got the 4 for $4 Meal. Take that, economy.
Engagement Score
Likes Comments Shares Sentiment
1,000 134,662 18,979 16,813 Positive
Engagement Score
Likes Comments Shares Sentiment
1,000 570,751 47,864 49,485 Positive
QSR Brands – Q4,2015
Fan Posts
0 2000 4000 6000 8000 10000 12000 14000 16000 18000
McDonald's(US)
Taco Bell
Burger King
Chick-fil-A
Panera Bread
Subway
Starbucks Coffee
Dunkin' Donuts US(US)
Pizza Hut(US)
Wendy's
Number of Fan Posts
Starbucks Coffee's Facebook Page saw the highest number of Fan posts (16,497).
QSR Brands – Q4,2015
Sentiment Analysis
Chick-fil-A received the highest percentage of Positive Sentiment (38.00%).
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Taco Bell
Chick-fil-A
Panera Bread
Subway
Starbucks Coffee
Dunkin' Donuts US(US)
Pizza Hut(US)
Wendy's
Negative Neutral Positive
QSR Brands – Q4,2015
Brand Responses
Pizza Hut US responded to the highest percentage of Fan posts (62.45%).
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
0 100 200 300 400 500 600 700 800 900 1000
% o
f F
an
Po
sts
Bra
nd
Re
spo
nd
ed
to
Average Response Time (mins)
Taco Bell Chick-fil-A Panera Bread Subway Starbucks Coffee Dunkin' Donuts US(US) Pizza Hut(US) Wendy's
QSR Brands – Q4,2015
Share Of Voice – Volume of Posts
Dunkin' Donuts US published the most with 235 posts, among the QSR brands
34%
5%
10%5%
8%
10%
5%
7%
5%
11%
Dunkin' Donuts US(US) Subway Wendy's Taco Bell Chick-fil-A
McDonald's(US) Panera Bread Burger King Starbucks Coffee Pizza Hut(US)
QSR Brands – Q4,2015
Share Of Voice – Likes
Starbucks Coffee received the largest volume of Likes (3,658,834), among the QSR brands.
1%1%
24%
3%
7%
3%
2%17%
37%
5%
Dunkin' Donuts US(US) Subway Wendy's Taco Bell Chick-fil-A
McDonald's(US) Panera Bread Burger King Starbucks Coffee Pizza Hut(US)
QSR Brands – Q4,2015
Share Of Voice – Comments
Starbucks Coffee received the largest volume of Comments (150,111), among the QSR brands.
3% 3%
25%
5%
6%
9%
1%
11%
29%
8%
Dunkin' Donuts US(US) Subway Wendy's Taco Bell Chick-fil-A
McDonald's(US) Panera Bread Burger King Starbucks Coffee Pizza Hut(US)
QSR Brands – Q4,2015
Share Of Voice – Shares
Starbucks Coffee received the largest volume of Shares (178,742), among the QSR brands.
2% 3%
23%
5%
10%
5%
1%
12%
29%
10%
Dunkin' Donuts US(US) Subway Wendy's Taco Bell Chick-fil-A
McDonald's(US) Panera Bread Burger King Starbucks Coffee Pizza Hut(US)
QSR Brands – Q4,2015
Campaign Comparison
0 2 4 6 8 10 12 14 16
0 100 200 300 400 500 600 700 800 900 1000
McPick 2 for $2…
TACO BELL® AND…
#McWhopperProposal(…
#HolidayMVP(Chick-…
#SandwichAptitudeTes…
#WhereSuperHeroesEa…
#StarbucksReserve(Sta…
#BeDunkinCool(Dunki…
$5 Flavor Menu(Pizza…
Enter for a chance to…
Number of Posts
Engagement Score
Engagement Score Number of Posts
During this time period, TACO BELL® AND PLAYSTATION® GAME was the most engaging campaign run by Taco Bell. Pizza Hut US published the most content (15) in its $5 Flavor Menu campaign.
QSR Brands – Q4,2015
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