fsmu presentation - what people are saying about restaurants

✦What Can It Tell Us?

✦How Do You Do It?

✦How Is It Different?

WHY CONVERSATIONAL RESEARCH

HOW IS IT DIFFERENT

Conversation Report The Social Habit

Anyone posting to a public conversation point

3,000 Americans 12-and-over

Inclusive of anyone; filtered to U.S.-based users and conversations

Representative Sample of U.S. population

Conversations analyzed independent of audience knowledge

Audience surveyed by a marketing professional

Open input from audience; No questions asked

Answers to pre-determined questions

All conversations publicly indexed for a 365-day period

Opinions and answers taken as a snapshot in time

WHY?

The more people see two-way engagement and being able to interact with people all over the world, I think the less they want to be involved in structured research.

- Joan Lewis, Global Consumer & Market Knowledge Of!cer

Proctor & Gamble

✦Find Restaurant Conversations

✦Discover Common Topics

✦Reanalyze The Topics Without Brand Delineation

✦Ask “What do people say when ...”

METHODOLOGY

WHAT WE INVESTIGATE

Brands

Topics

Behavioral Triggers

BEHAVIORAL TRIGGERS

BEHAVIORAL TRIGGERS

BEHAVIORAL TRIGGERS

BRANDS

BRAND PASSION INDEX

McDonald's

Burger King

Subway

Starbucks

KFC

Chipotle

Dunkin Donuts Taco Bell

Olive Garden

Domino's Pizza

Chick-Fil-A

Fazoli's

Macaroni Grill

Baja Fresh

Buca Di Beppo

Caribou Coffee Firehouse Subs Five Guys

Jason's Deli

Panera Bread

Papa John's

Wendy's

Pizza Hut

Qdoba

Sea$le's(Best(

Zaxby's

Restaurant Passion Index - When They Want The Brand

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!

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BRAND PASSION INDEX

Starbucks

McDonald's

Burger King

Subway Dunkin Donuts

KFC

Chipotle

Taco Bell

Olive Garden

Domino's Pizza

Chick-Fil-A

Fazoli's

Macaroni Grill

Naked Pizza Baja Fresh

Buca Di Beppo

Caribou Coffee

Firehouse Subs

Five Guys

Jason's Deli

Panera Bread

Papa John's

Wendy's

Pizza Hut

Popeye's(

Sea+le's(Best(

Zaxby's

Restaurant Passion Index - Overall Conversations

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!

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BURGER BPI

McDonald's+

Burger King

Wendy's

Five Guys

Restaurant Passion Index - Burger Category

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!

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CHICKEN BPI

KFC Chick-Fil-A

Popeye's(

Zaxby's

Restaurant Passion Index - Chicken Category

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!

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SUB/SANDWICH BPI

Panera Bread

Firehouse Subs

Subway

Jason's Deli

Restaurant Passion Index - Subs & Sandwich Category

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!

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PIZZA BPI

Domino's

Papa John's Pizza Hut

Naked Pizza

Restaurant Passion Index - Pizza Category

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!

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ITALIAN BPI

Olive Garden Fazoli's

Macaroni Grill

Buca Di Beppo

Restaurant Passion Index - Italian Category

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!

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MEXICAN/SOUTHWEST BPI

Baja Fresh

Qdoba

Taco Bell

Chipotle

Restaurant Passion Index - Mexican/Southwest Category

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!

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COFFEE SHOP BPI

Starbucks

Dunkin' Donuts

Seattle's Best

Caribou Coffee

Restaurant Passion Index - Co!ee Shop Category

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!

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BRANDS

BRANDS

BRANDS

BRANDS

OFFLINE VS. ONLINEOnline

Conversations

Storefront Conversations

STOREFRONT

VENUERANK

Rank Loca(on Restaurant  Type

Brand

#1 Omaha  NE Mexican Qdoba

#2 Fort  Worth  TX Coffee Starbucks

#3 Miami  Beach  FL Pizza Naked  Pizza

#4 Las  Vegas  NV Italian Macaroni  Grill

#5 New  York  NY Burger 5  Guys  Burger  and  Fries

AVERAGE VENUERANK

COMMUNITY SIZE

LOCAL ACTIVITY RATING

✦ The more local the strategy, the better the scores

✦Women comment more than men, but in these brands, not overall

✦ Themes (food quality, service, health) matched

✦ Taxonomy in-store is different

✦ Social Network conversations or comments are very different than review sites

✦Niche verticals (Italian, etc.) produce a higher degree of older participants

VENUE-BASED INSIGHTS

TOPICS

TOPICS

HEALTH

SERVICE

ADVERTISEMENTS

PRICE

FOOD

Restaurant Topic Comparison

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!

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✦ People pay lip-service to health, but want good food, fast

INSIGHTS

✦ People pay lip-service to health, but want good food, fast

INSIGHTS

✦ People pay lip-service to health, but want good food, fast

✦ Don’t be afraid ... most online conversations are positive

✦ Customer service is an easy point of contention ... deal with it

✦ PR “nightmares” are passing moments

✦ Twitter is a major source of conversation ... but the fleeting kind

✦ There’s no such thing as “casual” “fast casual” “quick-service” in consumer mindset

INSIGHTS

CONVERSATIONREPORT.COM

socialmediaexplorer.com

@JasonFallsDamn Handsome

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