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Who Wins Social? NetBase Ranks Restaurant Brands


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Ben & Jerry’s came in No. 1 with the most positive social mentions in 2015, followed by Wingstop and then Applebee’s, according to NetBase’s first Social Media Industry Report 2016: Restaurant Brands.

Five additional franchise brands and the non-franchise Chipotle filled out the rest of the top 10, in this order: Domino’s, Krispy Kreme, Panera Bread, Tim Horton’s, and Pizza Hut, with Jamba Juice and Chipotle tied for ninth place.

One key insight from the report: It turns out size doesn’t matter. As could be expected, McDonald’s, Starbucks and Chipotle are top of the charts for the total volume of online conversation. The volume of mentions tops 44 million for McDonald’s, 37.3 million for Starbucks and 13.9 million for Chipotle. Subway ranks fourth in volume, with 13.2 million and Taco Bell ranks fifth with 11.7 million.

“These mentions are unweighted and heavily influenced by pure volume and dollars that large brands can spend on marketing,” the NetBase report says.

But when the report looked at conversation volume relative to sales revenue, “we reveal a different picture. Ice cream (Ben & Jerry’s) and donuts (Krispy Kreme) are clearly punching above their weight,” said NetBase, a social analytics company based in Santa Clara, California.

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Tom KaiserTom Kaiser is associate editor of Franchise Times. He can be reached at 612.767.3209, or send story ideas to tkaiser@franchisetimes.com.
 
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Mary Jo LarsonMary Jo Larson is the publisher of Franchise Times Magazine and the Restaurant Finance Monitor.  You can find her on Twitter at
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Nancy WeingartnerNancy Weingartner is editor-at-large of Franchise Times magazine and the editor of the Food On Demand media project. You can reach her at 612-767-3200 or at nancyw@franchisetimes.com.
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