Whether they used 140 emojis or a single word, a well-done app or a top-to-bottom initiative, the following chains represent the best in social media and technology as winners of the first-ever Restaurant Business/FSTEC Awards.
“The awards are really about celebrating thinking—the thinking behind putting out a thought-provoking tweet or post,” said Chris Tomasso, CMO of First Watch Restaurants and board member of the National Restaurant Association’s Marketing Executives Group, who partnered with Restaurant Business in naming the winners. They were highlighted at Winsight’s FSTEC conference, held in late September in Washington, D.C.
Read on to glean lessons from a few of the leaders. For a complete rundown of winners and other memorable contenders, visit restaurantbusinessonline.com.
Social Media Marketer of the Year—Large Chain: Arby’s
Via everything from funky Pharrell hats to beloved comedians, Arby’s has mastered newsjacking and self-deprecating humor. And while some chains shy away from haters, Arby’s sees public disses as opportunities. Its banter with Jon Stewart is a prime example of turning lemons into lemonade. Though it was a brand some recently saw as needing life support, it boldly turned to social media to help right the ship.
Social Media Marketer of the Year—Small Chain: Whataburger
Despite a somewhat stodgy brick-and-mortar image, the chain’s online voice bridges the generation gap. Posts use trendy terms and references without sounding like the uncool uncle. In August, the chain scored points—and likes—by weighing in on the feud between rappers Drake and Meek Mill, prompting the former to show one of the brand’s tweets from the stage during his concert.
Best App: Taco Bell
On launch, it went big with a social media blackout that hurtled its revamped app into iTunes’ top 10 list of food and drink apps. It offers a restaurant experience guests can get only by using their smartphone. They can preorder and prepay to skip the line in-store or pick up food from the drive-thru without ever pulling out their wallet. The Rotate-to-Reorder function makes ordering seamless for repeat guests. And app users can customize anything on the menu, a feature that has resulted in check averages that are 20% higher than purchases made in-store.
Best Single Social Media Post: Chipotle
After the Supreme Court’s landmark ruling in July on same-sex marriage, many brands tweeted their support. Chipotle’s version, “Homo Estas? Very well, thank you. #LoveWins,” matched pins and coupons it handed out at gay-pride parades in various cities. The chain took a risk and was met with mixed reactions. Some said the tweet exploited a major event in human rights. But it wins for being bold, timely and standing out in a sea of rainbow and homogeneous hashtags.
Digital Developments
$750,000
Amount Chili’s reportedly spent to make its food photography more appetizing on social media
14,000
Number of likes Buffalo Wild Wings received for its Facebook video of a surprise graduation party for a high school senior after he commented on the social-media site that the chain’s wings were “the perfect graduation food.” BWW brought food, games and Vikings wide receiver Cordarrelle Patterson.
35,000
Retweets Jimmy John’s garnered when it amused fans with its one-word tweet on Father’s Day: “Dad?” directed at Papa John’s.
17,000
Retweets of Papa John’s reply, “Yes, my son?”
Source: Restaurant Business
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