RESTAURANT SOCIAL MEDIA REPORT: INSTAGRAM FRONT-RUNNERS FOR 2013 Instagram has quickly become one of the most popular social tools for consumers. With 90 million monthly active users taking 40 million photos per day as of January 2013, the “fast, beautiful and fun way to share your life with friends through a series of pictures” has created a way for anyone to create visual content about their experiences. For restaurant brands specifically, the visual storytelling that Instagram enables represents a tremendous opportunity in 2013 and beyond as customers capture their experiences in real time and share them with the world through the Instagram app. Several restaurants are off to a great start, and this report takes a closer look at these brands. For brands, Instagram represents a new marketing channel in a number of ways. In addition to taking photos themselves, brands can leverage content created by customers and fans by for example sharing customer photos across other channels like Facebook to reach additional fans. The comment features also enable direct communication with customers. Based on data captured by the MomentFeed social marketing platform for 30 top restaurant brands, the report breaks down Instagram performance in terms of total number of photos, average number of photos per location, and photos as a percentage of check-ins. The report only counts Instagram photos that have been explicitly tagged to a restaurant’s location between December 14 and December 31, 2012. TOTAL NUMBER OF INSTAGRAM PHOTOS The total number of Instagram photos taken across locations for each restaurant brand provides an overview of how attractive consumers find these brands and their experiences with the brands for photo taking. These totals only include place-tagged photos (photos tagged to a specific location of each brand), not ones that are just hashtagged with the brand name. 4,899 4,332 3,493 The Cheesecake Factory Applebee’s Chili’s 3,469 3,440 3,242 3,044 2,365 1,920 1,895 1,622 Olive Garden Denny’s P.F. Chang’s Buffalo Wild Wings T.G.I. Friday’s Red Lobster Outback Steakhouse BJ’s 1,566 1,524 1,394 1,326 1,301 792 718 706 575 McDonald’s Dunkin’ Donuts Chipotle Taco Bell Texas Roadhouse Johnny Rockets Yogurtland Wendy’s Fox & Hound 571 513 492 490 485 464 452 305 264 210 Burger King Five Guys Famous Dave’s Dairy Queen Chevy’s Fleming’s Capital Grill Seasons 52 Moe's Southwest Grill Arby’s Data provided by MomentFeed AVERAGE NUMBER OF INSTAGRAM PHOTOS PER LOCATION 13.26 The T.G. I. bee ny’s Que Dair y y’s en App le Den 0.1 Wen d ld’s ona ’s 2.14 0.13 McD Bell Frid a nd rtla Out Stea back kho use 2.23 0.19 Tac o ts onu kin’ D Dun 0.21 3.95 Yog u Buf kets nny Joh Fam o Tac o Del 2.42 Roc us D ave ’s 2.47 0.25 3.97 falo W Win ild gs rden Oliv Fox & ster Red 0.33 R ub io’s 0.59 4.29 e Ga Hou nd 4.45 2.6 Lob Chil i’s 2.73 's S outh Gril west l Moe Guy s 0.62 Five otle 0.97 Chip Flem P.F. C y’s Che v 1.42 2.84 Texa s Roa dho use 3.32 4.56 ing ’ s han Gril ital Cap 3.51 7.14 g ’s 8.71 le 9.62 y’s Sea son s 52 22.84 Che ese cak Fac e tory 26.2 BJ’s Given the significant difference in number of locations among the restaurant brands – some with less than a hundred and others with thousands of locations – averaging the total number of Instagram photos (only photos tagged to a specific location of the brand) across each brand’s locations allows for a more direct comparison between the restaurants. Data provided by MomentFeed INSTAGRAM PHOTOS AS A PERCENTAGE OF CHECK-INS MomentFeed has identified a strong correlation (0.90) between check-ins and sales, which makes check-ins a fair representation of foot traffic across locations. A closer look at Instagram photos as a percentage of check-ins (Facebook and Foursquare check-ins combined) therefore gives an idea of how many of a restaurant’s customers take photos when they visit. 18.31% 11.10% 4.67% 2.91% 10.79% 4.66% 2.88% 9.66% 4.23% 2.81% 7.18% 4.05% 2.71% 6.62% 3.61% 2.54% 6.42% 3.52% 2.35% 15.18% 4.98% 3.45% 1.55% 11.17% 1.42% 3.28% 1.16% 4.78% 3.16% 0.99% Data provided by MomentFeed THE WINNERS The Cheesecake Factory is the overall winner with the most Instagram photos from customers both in total and as the average per location, set for a strong 2013 in terms of customer engagement on Instagram. BJ’s is second in terms of average number of photos per location but in 10th place when looking at the total photos. Applebee’s, on the other hand, is second in terms of total photos but only 20th when looking at the average per location. Fleming’s, which was 26th in total photos and 6th in average per location, is the clear winner in terms of photos as a percentage of check-ins. This is where The Cheesecake Factory – in 7th place – and others like BJ’s, Applebee’s, Olive Garden, P.F. Chang’s, and Buffalo Wild Wings have an opportunity to improve by encouraging even more of their customers to take Instagram photos. HOW TO MAXIMIZE THE INSTAGRAM OPPORTUNITY Customers Sharing Their Photos Having customers take Instagram photos at restaurants (or at any other brick-and-mortar brand’s locations) is valuable for more than one reason. First, these photos are typically shared with all the customer’s friends, often across multiple channels like Facebook and Twitter in addition to Instagram itself, which can create a significant number of impressions. Brands Sharing Customer Photos The other part of the value is unlocked when brands take actions on these photos. Recognizing that Instagram photos from customers can be highly compelling for others to see as well, brands can share these photos to the rest of their fans across other channels like their local Facebook pages. That way they are sharing authentic, locally relevant content on which they can generate additional earned media when other fans like and share that content. Brands Connecting Directly with Customers An Instagram photo tagged to a restaurant’s location also creates a starting point for the brand to connect directly with a customer. So in addition to sharing a great photo on Facebook, the brand can also thank the customer for the photo by commenting on it, which customers find highly rewarding. Encouraging and Incentivizing Engagement By engaging with customers and the content they create via Instagram, brands are providing positive reinforcement and can create a virtuous cycle of customer-generated content and engagement. Beyond that, brands can incentivize photo-taking by running Instagram contests or other promotions to reward customers for taking the overall best photos, specific photos, or frequent photos. HOW INSTAGRAM PLACE-TAGGING WORKS Tagging a photo to a location via Instagram is a simple action for customers using the app. It happens in the step before the photo is shared. Here’s how it works: Step 1 Step 2 Step 3 Customer turns on “Add to your Photo Map” and then clicks “Name this location” Customer sees a list of locations nearby and selects the right one to tag the photo to Customer sees the right location selected before clicking the Share button (final step) ABOUT MOMENTFEED MomentFeed is the first social marketing platform built specifically for restaurant, retail and other multi-location brands. The MomentFeed platform provides an integrated solution to manage Facebook, Foursquare, Instagram, and Twitter at the local level, on a global scale. Through its proprietary PinSync process, MomentFeed is the only company that offers venue optimization for local Facebook pages and Foursquare venues. The MomentFeed platform also provides comprehensive publishing features, social-local CRM tools, and deep analytics capabilities. For more information, visit: www.momentfeed.com. For details on how to have your brand included in future reports at no cost, please contact: Joergen Aaboe Director of Marketing MomentFeed 310-853-2840 [email protected] These Instagram photos are all place-tagged and identified based on that tagging in the MomentFeed platform, giving brands the opportunity to curate the best photos tied to their locations, share these photos with other fans, and comment on them to engage directly. Other Instagram management tools that simply pull photos based on hashtags would not be able to identify these place-tagged photos for brands.
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