Unmetric's Social Media Benchmarking and Competitive Analysis Report of the top Restaurant and Cafe brands in the United States.

1. Data gathered from May 20 – July 20, 2013

2. The Platform
Unmetric monitors over 10,000 brands
across 30 sectors and all major countries.
We analyze data from:
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know who is outsocializing who. And how.

3. SO
ANALYSIS OF
BRANDS ON
FACEBOOK
Fans, Conversations, Engagement,
Campaigns, etc...

4. Facebook – Fan Growth
10.70%
10.03%
6.77%
5.96%
4.96%
4.67% 4.47% 4.42%
2.94%
2.32%
1.27%
0.09%
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
Olive
Garden
Italian
Restaurant
Denny's IHOP Chili's Grill
& Bar
The
Cheesecake
Factory
Applebee's Texas
Roadhouse
Outback
Steakhouse
TGI Fridays Buffalo
Wild Wings
Red Lobster Hooters

5. Facebook – Engagement Comparison
166
147
147
133
65
62
52
36
34
31
23
23
0 20 40 60 80 100 120 140 160 180
Texas Roadhouse
Olive Garden Italian Restaurant
The Cheesecake Factory
Applebee's
Red Lobster
Chili's Grill & Bar
Outback Steakhouse
IHOP
Hooters
Buffalo Wild Wings
Denny's
TGI Fridays

6. Facebook – An Overview
UNMETRIC SCORE FOR FACEBOOK
Brand Name Unmetric Score
Buffalo Wild Wings 56
Olive Garden 53
Applebee's 51
Cheesecake Factory 44
Texas Roadhouse 43
Chili's 42
IHOP 39
Red Lobster 38
Outback Steakhouse 37
Denny's 28
Hooters 28
TGI Friday's 27
June 2013

7. Notable Metrics on Facebook
Brand Name Total Fans Fan Growth Conversation Engagement Fan Posts Admin Posts
Responses
(mins)
(Net)
Sentiment
Buffalo Wild
Wings
10,712,137 2.32% 10,574,140 31 922 136 123 Neutral
Olive Garden
Italian
Restaurant
4,813,742 10.70% 4,594,932 147 1,379 66 372 Positive
Applebee's 4,305,263 4.67% 4,213,454 133 1,576 124 172 Neutral
The
Cheesecake
Factory
3,818,086 4.96% 3,723,014 147 787 67 571 Neutral
Chili's Grill &
Bar
3,338,020 5.96% 3,231,057 62 1,134 40 417 Neutral
IHOP 3,086,033 6.77% 2,980,016 36 718 73 1042 Neutral

8. Notable Metrics on Facebook
Brand Name Total Fans Fan Growth Conversation Engagement Fan Posts Admin Posts
Responses
(mins)
(Net)
Sentiment
Red Lobster 2,803,593 1.27% 2,786,214 65 993 70 473 Neutral
Outback
Steakhouse
2,537,896 4.42% 2,496,009 52 852 64 988 Neutral
Hooters 2,507,982 0.09% 2,508,975 34 1,244 77 1103 Neutral
Texas
Roadhouse
2,025,406 4.47% 1,976,136 166 533 33 999 Positive
TGI Fridays 1,256,396 2.94% 1,232,298 23 563 61 1444 Neutral
Denny's 690,267 10.03% 650,912 23 513 86 2006 Neutral

9. Applebee’s – Content Strategy
Applebee’s, with a very evenly distributed content strategy, had highest engagement in the
Recipes/Menu Updates category.

10. Texas Roadhouse – Engagement
Texas Roadhouse, had the highest engagement amongst selected competitors, in the Restaurant & Café
sector. On July 17th, the brand received an engagement alert based on the post shown below.

11. Olive Garden Italian Restaurant – Engagement Strategy
Olive Garden Italian Restaurant had the highest fan growth amongst selected competitors.
The brand ran campaigns around their 2 for $25 deal along with their 3 course Italian meal.

12. SO
ANALYSIS OF
BRANDS ON
TWITTER
Followers, Customer Service Metrics,
Campaigns, etc...

13. Twitter – Follower Growth
47.06%
37.31%
31.31%
30.47%
29.50%
28.26%
12.68%
7.14%
6.64%
6.56%
0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% 45.00% 50.00%
Red Lobster
Outback Steakhouse
Applebee's
Chili's
TGI Fridays
Cheesecake Factory
IHOP
Texas Roadhouse
Hooters
Buffalo Wild Wings

14. Twitter – An Overview
UNMETRIC SCORE FOR TWITTER
Brand Name Unmetric Score
Applebee’s 61
Buffalo Wild Wings 54
Chili’s 48
Cheesecake Factory 44
Outback Steakhouse 41
Red Lobster 35
Hooters 31
TGI Fridays 30
Texas Roadhouse 28
IHOP 28
June 2013

15. Notable Metrics on Twitter
Brand Name Total Followers Followers Growth Number of Tweets
Average Response
Time
(Net) Sentiment
@BWWings 273,288 6.56% 226 1:16:41 Positive
@Applebees 158,365 31.31% 24,956 0:17:30 Neutral
@Chilis 110,830 30.47% 1,219 4:12:03 Neutral
@Cheesecake 97,382 28.26% 1,100 4:16:36 Neutral
@Outback 79,759 37.31% 1,651 1:33:31 Neutral

16. Notable Metrics on Twitter
Brand Name Total Followers Followers Growth Number of Tweets
Average Response
Time
(Net) Sentiment
@redlobster 54,540 47.06% 336 10:02:52 Positive
@Hooters 52,540 6.64% 105 9:57:18 Neutral
@TGIFridays 37,823 29.50% 879 10:06:31 Neutral
@texasroadhouse 36,049 7.14% 701 25:23:45 Neutral
@IHOP 23,092 12.68% 1,026 1:26:23 Neutral

17. Outback Steakhouse - #LightningLaps
Outback Steakhouse ran a contest in July with #LightningLaps.
The brand also tweeted around #MiniMilkshakes and their brand’s chat forum #OutbackChat.
Top Hashtags : #LightningLaps, #OutbackChat,
#MiniMilkshakes

18. Red Lobster – Tweet Analysis
Red Lobster ran several campaigns over the selected time period including #RLunchChallenge and #TastyTuesday.
Top Hashtags : #RLunchChallenge,
#TastyTuesday, #FoodTease

19. Applebee’s– Reply Strategy
Applebee’s had the lowest Average Response Time (ART) amongst selected competitors, averaging at 17min 30secs.
This is significantly less than the ART for brands in Applebee’s geography or sector.
Benchmarking ART

20. SO
ANALYSIS OF
BRANDS ON
YOUTUBE
Views, Shares, Uploads, Top Video, etc...

21. YouTube– An Overview
UNMETRIC SCORE FOR YOUTUBE
Brand Name Unmetric Score
Hooters 71
Outback Steakhouse 37
Buffalo Wild Wings 32
Olive Garden Italian Restaurant 29
Denny's 28
Applebee's 22
IHOP 22
Red Lobster 21
tgifridays's channel 21
Chili's Grill & Bar 18
June 2013

22. Notable Metrics on YouTube
Brand
Total Video
Views
% Increase in
Video Views
Uploads Dislikes Likes
Average Video
Length
Hooters 9,524,099 3.76 8 13 199 54
Outback
Steakhouse
1,542,656 119.42 8 140 203 62
Buffalo Wild Wings 1,242,907 0.94 0 0 0 0
Olive Garden Italian
Restaurant
577,828 173.91 5 55 106 76
Denny's 416,808 -34.93 2 2 7 18

23. Notable Metrics on YouTube
Brand
Total Video
Views
% Increase in
Video Views
Uploads Dislikes Likes
Average Video
Length
IHOP 277,739 4.36 2 5 7 25
Applebee's 254,901 -6.07 8 15 84 52
TGI Fridays's
channel
141,078 -22.95 4 4 28 39
Chili's Grill & Bar 54,528 3.16 1 0 4 17
Red Lobster 16,679 -90.04 6 1 18 30

24. Hooters - How to De-bone a Chicken Wing
Video Views Growth

25. Outback Steakhouse - Fly into Outback for Steak Flights
Video Views Growth

26. Buffalo Wild Wings Careers | Message from CEO - Live it!
Video Views Growth

27. ANALYSIS OF
BRANDS ON
PINTEREST
Followers, Pins, Repins, Boards etc

28. Applebee’s – 2 for $20
The Metrics:

29. Outback Steakhouse – Inspired by Outback
The Metrics:

30. Maggiano’s Little Italy – From Our Table To Yours
The Metrics:

31. Unmetric works with leading brands and agencies to help them establish benchmarks for their social media teams and
social media campaigns. The data provided by the Unmetric (SaaS) platform is instrumental in facilitating understanding
and driving down costs by creating more efficient social media teams.
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