Cracker Barrel_DigitalCompAnalysis_Updated
- 1. CRACKER BARREL Digital Competitor Analysis 7.17.13
- 2. APPLEBEE’S 2
- 3. Applebee’s Facebook Strategy 4,300,043 Likes 150,351 talking about this 2,529,642 check-ins 3 • Applebee’s responds to every user’s comments and complaints • Page provides E-club sign-up for access to exclusive offers, promotions, and other social networking profiles • Photos are food items on the menu, featuring promotional offers
- 4. Applebee’s Twitter, Pinterest and Instragram Strategy 4 • Applebee’s engages with Twitter followers by posting trivia questions and responding to positive customer experiences • Followers can win “Applebee’s Is Treating Us to Lunch” giveaway by answering tweeted questions • Applebee’s does not address comments/complaints on Twitter • Posts are not as frequent as some of their other social media sites • Few pins, boards, likes and little user interaction • Pins include food menu items and promotional offers 9 Boards 46 Pins 6 Likes 123,016 Tweets 71,810 Following 155,515 Followers 24 Posts 3,298 Followers 816 Following • Few posts but many followers • Users can win exclusive promotional offers and sweepstakes
- 5. Overview • Although Facebook dominates user interaction, Twitter also has a strong following. • Instagram has many followers without frequent posts. • Pinterest has the least interaction and least amount of posts. • Applebee’s does a lot of free food giveaways, driving traffic to its restaurants must be a main priority. 5
- 6. BOB EVANS 6
- 7. Bob Evans Facebook Strategy 230,809 Likes 9,660 talking about this 0 check-ins 7 • Bob Evans responds to users comments and complaints frequently • Page provides E-club sign-up for access to exclusive offers, promotions • Page promotes giveaway participation on their other social networking accounts • Photos are food items on the menu, featuring promotional offers or new products
- 8. Bob Evans Twitter and Blogging Strategy 8 • Interacts with Twitter followers by retweeting, or addressing complaints • Tweets new recipes and trivia questions • Tweets are focused on its restaurant • BEST Blog is written by Bob Evans CEO and discusses BEST (Bob Evans Special Touch) features posts about store openings, events and other Bob Evans news. Blog also discusses CEO’s experience • No recent posts since 2011 3,182 Tweets 3,458 Following 8,914 Followers
- 9. Overview • Although Facebook dominates user interaction, Twitter also has a strong following. • BEST blog has been inactive since September of 2011, these are the only three verified social networking accounts. • Most of Bob Evans’ posts are highlighting their promotional restaurant offers. Their digital strategy is to drive more traffic to their restaurants and grocery stores. 9
- 10. CHILI’S 10
- 11. Chili’s Facebook Strategy 3,326,112 Likes 41,887 talking about this 3,338,276 check-ins 11 • Chili’s does not respond to users comments/complaints • Page provides E-club sign-up, exclusive offers, promotions, and other social networking profiles • Photos and posts are food items on the menu, promotional offers, customer’s personal stories and “memes”. “Memes” are of food humor • Chili’s App allows you to order online, browse menu items, see exclusive offers or find a Chili’s location
- 12. Chili’s Twitter, Pinterest, and Instagram Strategy 12 • The only interaction with Twitter followers is retweeting positive remarks about Chili’s. • Chili’s reposts many of its Facebook posts • Posts are food/drink menu items • Many pins, boards and followers, only 20 likes • Little user interaction 22 Boards 134 Pins 20 Likes 7,650 Tweets 23,896 Following 109,054 Followers 67 Posts 3,298 Followers 816 Following • Low amount of post but many followers • Users can win exclusive promotional offers and sweepstakes
- 13. Overview • Chili’s highest user interaction occurs on its Facebook page and lacks in user interaction on its Twitter, Pinterest, Instagram profiles even though they have a heavy following. • Chili’s has a variety of posts and shares many posts highlighting the customers dinning experience. Their strategy is to display the fun atmosphere of Chili’s to drive traffic to their restaurants. As well as, offering a vast amount of food promotions and giveaways. 13
- 14. DENNY’S 14
- 15. Denny’s Facebook Strategy 687,429 Likes 13,200 talking about this 190,571 check-ins 15 • Denny’s does not have a corporate Facebook page. It is localized by city • Page provides birthday offers, store locator and links to their other social networking profiles • Photos and posts are food items on the menu, they do not post promotional offers or coupons • Users interact by guessing menu items, that have distorted pictures
- 16. Denny’s Twitter and YouTube Strategy 16 • Constantly interacts with followers by retweeting and replying to posts quickly • Denny’s Twitter persona is very laid back, they use a causal tone when replying to followers • Videos consist of their current food promotions 1,123 Subscribers 10,579 Tweets 2,794 Following 29,833 Followers
- 17. Overview • Denny’s does not have corporate Facebook page, if you click the Facebook button on their official website it redirects you to the Denny’s Facebook page located in Hawaii. • Denny’s YouTube account has little subscribers and features mainly promotional material for their meals. • Denny’s main user engagement is on its Twitter account where it has a large volume of followers, and responds to tweets quickly. Denny’s digital strategy is to build a personal relationship with the customer to increase brand loyalty. Denny’s promotes its food items heavily and aims to increase its traffic while still maintaining their original fan base. 17
- 18. IHOP 18
- 19. IHOP’s Facebook Strategy 3,079,764 Likes 48,847 talking about this 0 check-ins 19 • IHOP is selective on which posts it replies too, replies are mainly on posts that give IHOP a positive comment or questions posted by users about IHOP’s promotions. • Photos and posts are food items on the menu, they do not post promotional offers or coupons on their timeline. They do feature sweepstakes • Many food photos are seasonal and include a hashtag encouraging users to trend the topic
- 20. IHOP’s Twitter, YouTube, and Instagram Strategy 20 • IHOP does not interact with Twitter followers often, only interaction is retweeting positive remarks about IHOP • IHOP tweets consistently about its breakfast meals • IHOP uses Twitter for sweepstakes to engage followers • All videos are IHOP’s commercials, videos have thousands of views • YouTube account displays buttons to other social media accounts, their Facebook page does not do this • Users engage in video contests 832 Subscribers 16,273 Tweets 711 Following 22,986 Followers 13 Posts 4,274 Followers 0 Following • Few posts but many followers • Many photos are memes created for IHOP, such as two pancakes saying goodbye to one another “See you on the flip side”
- 21. Overview • Facebook and Twitter are used heavily for user interaction. • Instagram has a high volume of followers, with little posts from IHOP. • IHOP’s digital strategy is to keep the current customers that they already have and gain new customers. They promote their meals and show customer’s support by rewarding sweepstakes and giveaways. 21
- 22. OLIVE GARDEN 22
- 23. Olive Garden Facebook Strategy 4,796,478 Likes 170,799 talking about this 3,126,329 check-ins 23 • Olive Garden does not reply to fan’s posts • Many food photos are of menu items • Promotional “Lunch Flash Sale” item is announced via post encouraging users to go to lunch at Olive Garden every day
- 24. Olive Garden Twitter, YouTube, and Instagram Strategy 24 • Olive Garden does not interact with Twitter followers often, only interaction is retweeting positive remarks about Olive Garden • Olive Garden announces deals/ promotions and new employees via Twitter • Videos of commercials, chefs, and culinary institute in Tuscany • YouTube videos have many views 1,591 Subscribers 2,675 Tweets 703 Following 55,289 Followers 65 Posts 2,767 Followers 439 Following • Few posts, but many followers • Many photos are of the food items on the menu • Olive Garden encourages users to share their Olive Garden experience by tagging the photo
- 25. Overview • Olive Garden has a high volume of Facebook fans; it does not reply to fans comments. • Instagram and Twitter also have many followers; Olive Garden primarily posts pictures of food items on the menu. • Olive Garden’s digital strategy is to build a personal relationship with the customer and to drive traffic to their restaurants while gaining new customers. 25
- 27. Outback Steakhouse Facebook Strategy • 2,536,980 likes • 42,840 talking about this • 2,032,272 check-ins 27 • Engage with fans by responding and liking comments • Frequently post “memes” to promote exclusive offers • Promotional posts give fans the opportunity to receive awards for customer loyalty • Posts exclusive food and drink items off menu • Promote local restaurants with celebrity sponsorships by signing autographs and giving out gift cards
- 28. Outback Steakhouse’s Twitter, Instagram, and YouTube Strategy 28 • Outback retweets followers more frequently than responding to posts • Consistent daily posts • Creates “hashtag” trends to engage conversation and competition with exclusive prizes for selected winners. • Retweets Facebook posts 78,047 Followers 5,672 Following 16,500 Tweets • Outback has very light activity on Instagram. • Majority of posts consist of food and drinks • Recently started posting videos of “behind the scenes” in the kitchen • A few posts of “live activity” in the restaurant 6,875 Followers 708 Following 161 Posts 1,103 Subscribers • Not consistent with uploading videos • Only have 7 videos posted • Each video has over 1,000 likes
- 29. Overview • Their Facebook and Twitter page have the heaviest amount of activity for the digital strategy. • All posts emphasize a satisfied dining experience at Outback Steakhouse. 29
- 30. PANERA BREAD 30
- 31. Panera Bread Facebook Strategy • 2,160,757 likes • 79,184 talking about this • 1,538,536 check-ins 31 • Engage with fans by responding and liking comment posts • Frequently posts comical “memes” • Posts exclusive off-menu food and drink items • Food posts coincide with seasons • Frequent announcements about bringing “Antibiotic free” chicken to their menu
- 32. Panera Bread Twitter and Pinterest Strategy 32 • Panera retweets followers more frequently then responding to posts • Consistent daily posts • Aligns with Facebook posts • Tweets are consistently about nutrition and fitness 138,063 Followers 13,103 Following 13,000 Tweets 9,064 Followers 505 Following 943 Pins • Most of the Pinterest boards are about nutrition and health • Board’s includes real pictures from Panera locations • Actively pinning often • Boards that consist of happy and a stress- free lifestyle
- 33. Panera Bread YouTube and Foursquare Strategy 33 • Panera’s YouTube posts their commercials • Displays videos of real activity within the company • Posts recipes of items on the menu and how to make at home • Panera’s Foursquare page has limited information • Indicates how many likes and how many friends have liked and checked-in to Panera • Displays specific locations and directions to nearby Paneras
- 34. Panera Bread Overview • Facebook is their most popular page along with Twitter as their second and Pinterest coming in third. • Their leading promotion on all there social media is adding “antibiotic-free chicken” to their menu. • On their Facebook page they have a nutritional calculator. • They push nutrition over price and focus less on giving out coupons or promotions. 34
- 35. PERKINS RESTAURANT & BAKERY 35
- 36. Perkins Facebook Strategy • 63,391 likes • 816 talking about this • 0 Check- Ins 36 • Engage with fans by liking comment posts, not as frequent with responding to comments • “PerkAlert Shout Outs” and a surprise gift are given to selected fans to say thank you for posting their positive feedback • Consistent daily posts of exclusive food and drink items off menu • Random posts offering coupons when a user signs up for “MyPerkins” club
- 37. Perkins Twitter Strategy 37 • Mimics all Facebook posts • Perkin’s always responding to followers • Consistent daily posts • Frequent tweet pictures with food and drinks • No use of “hashtag” trends 1,641 Followers 1,308 Following 1600 Tweets
- 38. Overview • Facebook and Twitter are their only source of digital media. • Most frequent posts include pictures of food/drinks that engage the customer to crave their offerings. • Fewer posts regarding coupons and promotions. Denny’s digital strategy is to build a personal relationship with the customer to increase brand loyalty. 38
- 39. RED LOBSTER 39
- 40. Red Lobster Facebook Strategy • 911,831 likes • 3,342 talking about this • 260,299 check-ins 40 • Engage with fans by responding and liking comment posts • Red lobster choses a “lobster star of the week” (LobStar) by posting a weekly shout out to a selected winner who submitted a picture eating at Red Lobster • Consistent with daily posts that include exclusive food and drink items off menu • Frequent with posting offers for BOGO’s, coupons, in-store promotional sales, and specials
- 41. Red Lobster’s Twitter and Instagram Strategy 41 • Rarely engages with tweeting back to followers • Retweets followers occasionally • Consistent daily posts with pictures and promotional offers • Mimics all Facebook posts 53,340 Followers 200 Following 1,300 Tweets 151 Followers 1 Following 14 Posts • Very light activity on Instagram • Posts consist of different food items on menu • Not a huge follower list compared to Facebook & Twitter
- 42. Overview • Their main focus is to engage with customers by keeping them active with social media updates and offers. The “LobStar” competition allows their fans to see that they provide an enjoyable dining environment at all times. 42
- 43. RUBY TUESDAY 43
- 44. Ruby Tuesday Facebook Strategy • 911,831 likes • 3,342 talking about this • 260,299 check-ins 44 • Engage with fans by responding and liking comment posts frequently • Posts about special drinks and food deals • Daily posts with pictures of exclusive food and drink items off menu • Minimum posts about exclusive promotions or coupons
- 45. Ruby Tuesday Twitter Strategy 45 • Mimics all Facebook posts • Engages in conversation consistently by responding to tweets as well as retweeting • Consistent daily posts • Frequent tweet pictures involving food and drinks • No use of “hashtag” trends 3,672 Followers 707 Following 2,981 Tweets
- 46. Overview • Facebook and Twitter are the only major source of digital social media. • Minimal posts about special offers, sales, and coupons on both Facebook and Twitter. • Ruby Tuesday doesn’t have a heavy active digital strategy besides interactions with Facebook and Twitter. 46
- 47. TGI FRIDAYS 47
- 48. TGIF Facebook Strategy • 1,254,194 likes • 17,563 talking about this • 187,543 check-ins 48 • Engage with fans by responding and liking comment posts frequently • Posts about daily drink and food specials • Consistent with daily with pictures of exclusive food and drink items off menu • Engages fans to enter sweepstakes via “hashtag” trends
- 49. TGIF’s Twitter, Instagram, and Pinterest Strategy 49 • Mimics Facebook posts • Tweets about random topics for engagement • Tweet about exclusive sweepstakes with “hashtag” trends • Interacts with fans by retweeting tweets about TGIF 37,016 Followers 2,727 Following 12,844 Tweets • TGIF has very light activity on Instagram • Majority of posts consists of action at restaurants or events held with them • Other posts include food and drinks being served on tables • No post including any sweepstakes or specials offers 477 Followers 0 Following 34 Posts 1,316 Followers 631 Following 72 Pins • Very light activity on Pinterest • Only 5 boards and 103 likes • Pin special offers and deals • Pin mostly about specialty cocktails and drinks • Fewer food pins
- 50. Overview • Active on multiple social media network sites. • Focus their pictures on an enjoyable dining experience at TGIF to increase traffic. • Involve their fans through Facebook/Twitter by offering promotions and sweepstakes to make them regular customers. • They promote more drinks special rather than food specials. TGIF wants the restaurant to be looked at as a place to escape the real world and have fun after a stressful work week. 50
- 51. WAFFLE HOUSE 51
- 52. Waffle House Facebook Strategy • 692,856 likes • 13,450 talking about this • 383,550 check-ins 52 • Engage with fans by responding and liking comment posts frequently • Facebook is localized instead of Corporate • Posts pictures of food frequently and engage with conversation starter statuses • Posts contest and auctions for fans to enter to win prize packages • Post activity of customers eating at the Waffle House
- 53. Waffle House Twitter, Instagram, and Articles Strategy 53 • Retweets followers and responds frequently to fans • Consistent with daily posts • Posts all Instagram pictures to Twitter • Mimics all Facebook posts 30,254 Followers 10,073 Following 10,957 Tweets • Decent amount of activity on Instagram that is linked to Twitter using hashtags • Majority of posts consists of customers and food • Recently started posting videos of how to prepare their food the “best” • Pictures of different breakfast options 1,472 Followers 268 Following 184 Posts 50 people liked on Facebook 20 Facebook Shares 18 Twitter Shares • Huffington Post announced the Waffle House new and upcoming Instagram page • Promoted through the Waffle House’s social media
- 54. Overview • Facebook is their most popular page along with Twitter as there second. • They emphasize that they have been around since 1955 and have grown rapidly. They want their customers to know that no matter how old they are they want their dining experiences to be shared with everyone via social media. 54
- 55. THANK YOU 55
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