The first-quarter Restaurant Social Media Index Top 100 is out,
and proves yet again that restaurant brands both large and small
can equally utilize social media to garner, engage and retain
customers in the social sphere.
The latest rankings, covering the first quarter ended in March,
show a skyrocketing move from Red Mango, which jumped 18 places in
the rankings to No. 3. The frozen treat brand comes in behind
heavyweights Starbucks, which retained the top spot, and Wendy's,
which took over from McDonald's as the No. 2-ranked brand.
Compared to Starbucks, McDonald's and Wendy's, global brands
that operate thousands of U.S. units, Red Mango operates 170
locations. The Dallas-based brand climbed the rankings on the back
of its Sentiment Score, one component of the index that tracks
consumer engagement with the brand.
According to Red Mango founder and chief concept officer Dan Kim, the brand uses
three platforms primarily - Facebook, Twitter and Foursquare - and
is looking into work with Yelp and Google. There are about four
people that run social media operations at Red Mango, and they do
not outsource activities to an agency.
"We don't sell through these channels," Kim said last month in a
video interview with DigitalCoco, a social media analytics and
digital branding firm. "Once you start to sell to somebody … the
authenticity goes way. … Secondly, we use a lot of pictures … it
triggers an emotional response as to why they should love Red
The Restaurant Social Media Index Top 100 was developed by
DigitalCoCo and is presented exclusively by Nation's Restaurant
News. The index was developed to provide learnings that will help
restaurants become more robust and effective in their use of social
media, digital content and brand development.
"This quarter really shows that social media is year round and
an often-changing metric in which the restaurant business will need
to pay very close attention," Paul Barron, founder and chief
executive of DigitalCoco, said. "Like consumer sentiment and even
engagement and growth, these index numbers are proving to be much
more active that even we expected.
"Red Mango has made some heavy moves in consumer sentiment and
the question for them will be: Can they hold it like Starbucks and
Wendy's?" Barron continued.
Additional movers this quarter included: Bonefish Grill, which
jumped from No. 53 to No. 18; Buffalo Wild Wings, which moved from
No. 17 into the top 10 at No. 8; and Boudin Bakery, which cracked
the Top 100 this quarter for the first time.
The Restaurant Social Media Index is based on a quantitative
tracking effort of more than 600 restaurant brands, more than 25
million consumers, and thousands of keywords, menu items, and
restaurant terms that have been indexed. The RSMI analyzes
restaurant brands' social footprints, but also looks into
engagement credentials that drive the growth of social media in
platforms like Facebook, Foursquare, Google+ and YouTube. It is
built on an advanced algorithm that serves up several third-party
result indexes, like Klout, and then applies the DigitalCoCo Social
Contact Sarah Lockyer at firstname.lastname@example.org.
Follow her on Twitter: @slockyerNRN