5 Powerful Social Media Practices From The Fast Food Industry - Locowise Blog (2022)

Social Performance Measurement For Agencies

Jake Camacho posted on 5 April 2016

There’s a whole lot of overlap in product offerings within the fast food industry and it can be difficult to differentiate yourself – after all, everyone claims that their burgers are the best and that their fries are the crispiest. At the end of the day, a lot of what makes or breaks a fast food chain comes down to how consumers view them as a brand. That’s part of what makes social media so important for these guys.

We took a look at how some of the biggest names in fast food cut through the noise and create a distinctive social media experience to keep customers flooding in. You’ll notice that a lot of these concepts can be applied to any industry, so read on and find out how you can adapt them for your own strategy.

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Taco Bell: Utilizing Twitter polls and showing off celebrity endorsements

It seems like Taco Bell can do no wrong when it comes to social media. When Twitter released their poll feature last October, the taco giant was one of the first brands to take advantage. They’ve continued to do so into the new year, posting another two polls in the first half of January.

The first poll asked fans to choose their preferred Doritos Locos taco, a useful tactic for gauging interest in your products. Meanwhile, the second appealed to their college-age following by challenging them to predict the score of a collegiate football game. The fans proved eager to participate – between them, the polls received more than 26,000 votes.

But that’s not all they’ve been busy with on Twitter. Taco Bell tends to inspire a certain level of fanaticism in some of its consumers, some of whom happen to be pretty well-known. They make the most of this by habitually reposting some of their more famous endorsers, a group that recently included the likes of superstar DJ Dillon Francis (a notable social media user in his own right) and former Playboy covergirl Holly Madison.

These tweets make them popular by association and are, by definition, more authentic than paid influencer posts. If you’re lucky enough to have celebrities talking about your brand, retweet!

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McDonald’s: Turning products into Instagram-worthy art

It’s always refreshing to see a brand that just ‘gets’ the Instagram aesthetic, and it’s safe to say that McDonald’s falls into that category. Their official Instagram page goes far beyond your average food pictures. Turning brand staples like fries and apple pies into bite-sized pieces of art, the marketing team at Mickey D’s has crafted an Instagram profile that looks great.

There are a few things at work here. The first is the creativity aspect. By taking something like a handful of French fries and turning it into something novel, McDonald’s adds value for its fans.

If people wanted to look at pictures of fries they wouldn’t have to look very far, but the artistic nature of the images gives people something fresh and entertaining. In other words, it gives them a reason to follow along. And 1.1 million people have done just that.

Another notable feature in each of the images is the use of one strong dominant color, like the bright shade of blue in the apple pie picture below. This works really well with Instagram’s grid format, creating a color-blocking effect that makes their profile pop with color. You can read about the importance of a good-looking grid and other Instagram best practices in our Instagram Checklist.

The focus on striking imagery has allowed McDonald’s to habitually top 20,000 likes on their photos, easily besting our Instagram Analyser average engagement rate of 0.86% for pages with over 1 million followers.

https://www.instagram.com/p/4hiwHPsT3Q/?taken-by=mcdonalds

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KFC: Expressing brand values with strong video content

Kentucky Fried Chicken has implemented a number of interesting strategies on social media, but let’s look at how one of their regional pages – their Philippines Facebook page – has managed to tell a compelling story about the brand that resonates with the local market.

During the holiday season, KFC Philippines took the opportunity to craft video content around Thanksgiving and Christmas with themes of family and giving. Both videos succeeded in appealing to family-centric Filipino values, as evidenced by the impressive engagement stats.

The Christmas video centers around the premise that KFC’s delivery personnel sacrifice time with their families on Christmas day to support their loved ones. In the video, the fast food chain surprises one of their employees by arranging a staged delivery to a celebration with his family. Things quickly take a turn for the heartwarming as the delivery rider and his mother express their teary-eyed gratitude.

Comments on the video are telling. This one, which received 47 likes of its own, captures the sentiment shared by many commenters: “Grabe nakakaiyak (Very touching)! Thank you KFC for the value that you gave to your employees. May you be an example of a good employer. God bless.” The video attracted more than 900,000 views and 15,000 engagements.

The “Deliver It Forward” video they created for Thanksgiving plays upon similar themes. Here, one person chooses a loved one to receive a free bucket of KFC chicken. That person then selects someone else to receive their own bucket, who selects someone else, and so on. The cycle of giving begins with Cheska and Doug Kramer – a local celebrity couple well known for their strong family values – before making its way through the streets of Manila.

With its perfectly suited celebrity appearance and powerful message, “Deliver It Forward” amassed almost 17,000 engagements and drew in over a million views.

In-N-Out: Regularly engaging in conversation with fans

West coast burger chain In-N-Out has an extraordinarily loyal following, due in no small part to its unchanging family-owned structure and commitment to fresh ingredients. While they rarely post content via social media, they’ve successfully leveraged Facebook to keep their consumers informed and engaged in conversation.

As far as fast food brands go, their Facebook activity is barebones, limited to announcing the opening of new stores and updating their cover photo. But where the chain really shines is in how it responds to its followers. Every post is littered with requests by fans to open a store in their area – a testament to the chain’s wild popularity – and In-N-Out does a great job of acknowledging and responding to as many of them as it can.

Simple things like including the customer’s name and answering specifically make each response feel personalized. The responses also include the name of the community manager who posted them, reminding the consumer that they’re talking to a real person. All in all, it’s a shining example of how brands can use Facebook as a tool to connect with fans. Their excellent track record of answering questions has earned them the coveted “Typically responds within an hour” badge.

In-N-Out are lucky to be dealing with such overwhelming positive feedback. If you’re unsure of how to manage the occasional negative comment, check out our guide here.

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Key Takeaways:

1)Invite your fans into the conversation with Twitter polls
2)Retweet celebrity endorsements whenever possible
3)Provide an interesting Instagram experience by framing your products in a creative way
4)Appeal to local markets with powerful video content that expresses your company values
5)Utilize Facebook for quick and personal customer service

Making adjustments to your social media strategy? Locowise provides all the relevant metrics you need to track your progress. Plus, it’s loaded with beautiful and easy-to-use charts that everyone on your team can understand. Try a 14-day free trial and find out for yourself.

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FAQs

What are the positive effects social media has on the food industry? ›

When it comes to the food production industry, social media can be either a help or a hindrance. It's a great way for customers to share their satisfaction with your product and can help you build brand awareness.

Why is social media important for food industry? ›

Social Media gives the food industry a platform to educate and engage with the public in a casual and accessible forum. Managing misinformation during recalls and outbreaks, for example, is especially important.

How is social media used in the restaurant industry? ›

Restaurants use social media to connect with patrons in fun, useful, and creative ways. Here are some of the ways restaurants are using social media sites like Facebook, Instagram, TikTok, Twitter, and more: Post high-quality items of food. Post seasonal, daily, or weekly menus.

Why should food marketers care about social media Marketing? ›

Engaging with customers through social media is crucial at all stages of the food chain, and those who refuse to risk missing out a high percentage of consumers. Building a brand and a positive public image can be difficult, but without the helping of online marketing and social media it can be near impossible.

How do you describe the impacts brought by social media in the industries? ›

The rise of social media has had significant effects on the strategic communication industry. Marketers use social media to enhance traditional efforts such as direct mail fliers and television advertisements. Social media also enable marketers to create interactive content for audiences.

What are the most influential social media apps for restaurants showcasing their food? ›

The survey found that Facebook was the most popular social media platform for catering businesses, with 81 percent citing it as the most important tool for their marketing efforts. Twitter followed as the second most popular social media platform, with 20 percent believing it has helped their marketing strategy.

What media is used in food and services? ›

Businesses in the food industry make wide use of traditional media outlets, such as television, magazines, newspapers and radio to spread the word about their products.

Is there a social media for food? ›

Instagram – restaurant social media platform for food photo promotion.

Why is marketing important in food and beverage industry? ›

Marketing strategies will help the food and beverage companies to catch the attention of customers. The organizations in the food and beverage industry need to up their game to sustain in this highly competitive industry. The marketing strategy will highlight the strengths of both the company and the products.

Which social media platform is best for restaurant? ›

Facebook (Meta)

In fact, 91 percent of restaurants utilize facebook for promotions. What makes Facebook so appealing is that it's the most prominent social media platform. Facebook has nearly 2 billion daily users, which offers restaurant owners and operators the potential to reach a vast consumer base.

What social media should a restaurant have? ›

The three social media platforms every restaurant should be on are: Facebook, Instagram, and Twitter. Facebook – 49 percent of people search Facebook to find restaurants. Twitter – Compared to other industries on Twitter, Twitter users have the highest engagement with restaurants.

How can I promote my food business? ›

Restaurant marketing strategies
  1. Ask for reviews. The power of online reviews is undeniable, and customers are almost always happy to leave them. ...
  2. Respond to reviews. ...
  3. Send out an email newsletter. ...
  4. Turn your Facebook business page into a community. ...
  5. Loyalty programs. ...
  6. Local SEO. ...
  7. Invest in paid ads. ...
  8. Start a blog.
14 Jan 2015

How can you promote food? ›

However, by appealing to their appetite, interests or wallet, you can get customers to try new products so they purchase more in the future.
  1. Offer Free Samples. ...
  2. Showcase Items on Social Media. ...
  3. Hold a Cooking Demonstration/Contest. ...
  4. Offer Different Coupons. ...
  5. Visit or Hold Events. ...
  6. Advertise Healthy Aspects. ...
  7. Use a Loyalty Program.

What are the positive effects of social media on business? ›

Benefits of social media for business
  • attract customers, get customer feedback and build customer loyalty.
  • increase your market reach, including international markets.
  • do market research and reduce marketing costs.
  • increase revenue by building customer networks and advertising.
  • develop your brand.
2 May 2022

Which industries benefit the most from social media marketing? ›

Six Industries That Benefit the Most from Social Media Utilization: Entertainment, Real Estate, Restaurants, Retail, Health & Fitness, Technology – Cardinal News.

What is social media advantages and disadvantages? ›

Top 10 Advantages and Disadvantages of Social Media
Pros of Social MediaCons of Social Media
People Can Connect Through Social MediaReduces Face-to-face Communication Skills
Good Source of Up-to-Date InformationFake News
Social Media Is Beneficial to EducationPeople's Addiction to Social Media
7 more rows

How popular is food on social media? ›

One study estimated that children and adolescents see marketing for food between 30 and 189 times per week on social media apps, with fast food and sugary drinks being the most common. But it's not just advertising placements from the food industry that are responsible – we're all capable of influencing people online.

How has social media both influenced and impacted the food and hospitality industry? ›

Social media affects the restaurant industry in ways stretching from customer loyalty to public reputation. Photo-sharing and review sites increase the need for restaurants to not only offer delicious food, but aesthetically appealing plates and great service as well.

Why do fast food companies keep advertising to children? ›

These corporations identify children as lucrative markets because children are highly responsive to new tastes. They also often influence the food tastes and purchasing of their parents and communities.

What are the effects of food advertising and marketing towards youths? ›

Exposure to unhealthy food advertisements increases food intake in children. For example, an Australian study showed that children aged 7 to 12 years increased food intake following exposure to unhealthy food marketing, and did not compensate for this by reducing food intake at a subsequent meal.

How does food advertising influence us? ›

Results. Children consumed 45% more when exposed to food advertising. Adults consumed more of both healthy and unhealthy snack foods following exposure to snack food advertising compared to the other conditions.

What is the best platform for a food blog? ›

These are the best website builders for food blogs: Wix – The best option for full creative freedom. SITE123 – The best way to foster community with your readers. WordPress.com – The most options for expanding your site features.

Which social media platform is suitable for food fashion and travel industry? ›

Instagram. Known for its aesthetically pleasing images and a relatively young audience under the age of 35, Instagram is the perfect social media platform for businesses that sell lifestyle and fitness products or services such as travel agencies, cosmetics brands, and food and beverages.

Does social media make you eat more? ›

It's not always the content of social media that can be detrimental to eating habits—it's the practice of scrolling itself. Distracted eating (usually) means overeating. A 2013 meta-analysis3 of 24 studies indicated that when people didn't pay attention to their meal, they ended up eating more of it.

What do you mean by marketing environment briefly discuss different components of marketing environment? ›

A marketing environment encompasses all the internal and external factors that drive and influence an organization's marketing activities. Marketing managers must stay aware of the marketing environment to maintain success and tackle any threats or opportunities that may affect their work.

Why promotion is important in restaurant? ›

Restaurant promotions can convince new people to come into your restaurant for the first time. Promotions can direct customers to high-margin menu items, thus increasing your sales and profit. Such promotions can increase guests' lifetime value by encouraging them to return.

What is the importance of food and beverage promotion? ›

It demonstrates your success which can attract new opportunities, both up- and downstream, It leads directly to customer engagement so you can collect feedback and improve, and. It helps you position your company in the market for the longer term.

What restaurants or food delivery brands are you aware of? ›

Table of Contents
  • Zomato.
  • UberEats.
  • FoodPanda.
  • Swiggy.
  • Grubhub.
  • Deliveroo.
  • Domino's Pizza.
  • Just Eat Takeaway.
11 Oct 2021

What is the most important factors in preparing a menu? ›

Menu planning principles include balance, nutritional quality, aesthetics, and variety, including color, texture, flavors, shapes and sizes of food. The equipment and personnel available to produce and serve the menu are also important considerations in planning the menu.

What is the best food delivery app in the Philippines? ›

If you are looking for an app to bring good food to you, here are some of the best ones you can use:
  • foodpanda.
  • Zomato.
  • GrabFoodPH.
  • Lalafood PH.
  • Mangan PH.
  • Delivery Guy PH.
  • MetroMart PH.

How can social media be used to promote a restaurant? ›

14 Social Media Marketing Tips for Restaurants
  1. Show Off What's Behind the Scenes. ...
  2. Create a Consistent Voice. ...
  3. Respond to Online Reviews. ...
  4. Use Social Media to Drive Email Signups. ...
  5. User-Generated Content. ...
  6. Spotlight Your Employees. ...
  7. Ask Questions to Engage Followers. ...
  8. Capitalize on Trending Topics.
19 Nov 2019

How does social media help restaurants? ›

One of the most important reasons a restaurant should have social media accounts is communicating with customers. Social media allows you to keep in touch and build a personal connection with your customers.

How important is social media marketing to restaurants? ›

It Enhances the Customer Experience

It's about selling an experience. Many customers see being able to use social media as part of their overall dining out experience. It makes things more fun for them because it gives them the chance to share things with their friends and followers online.

How can social media be used to attract customers? ›

7 Ways to Attract and Retain Customers Through Social Media
  1. Make real connections. People use social media to connect with others. ...
  2. Provide real-time customer service. ...
  3. Build brand awareness. ...
  4. Share relevant, informative content. ...
  5. Consider social media listening. ...
  6. Encourage social recommendations. ...
  7. Run contests to attract leads.
18 Jan 2022

What are the 5 methods of promotion? ›

What are the 5 methods of promotion?
  • Direct selling.
  • Advertising.
  • Public relations.
  • Personal selling.
  • Sales promotion.

How can you use social media for marketing to generate good sales results? ›

How to Increase Sales With Social Media
  1. Use Interactive Posts to Entice and Educate. ...
  2. Share User-Generated Content. ...
  3. Use the Social Media Networks Your Audience Uses. ...
  4. Use Shoppable Posts. ...
  5. Enlist the Help of Influencers and Customers. ...
  6. Promote Flash Sales. ...
  7. Create Brand Specific Hashtags. ...
  8. Stay Consistent with Your Posting Schedule.
3 Nov 2021

How would you promote or advertise your restaurant to attract more customers? ›

20 Ideas To Get New Customers In Your Restaurant
  1. Take Amazing Photos. Your food is what brings people into your restaurant right? ...
  2. Offer Free WiFi. ...
  3. Keep A Smartphone In The Kitchen. ...
  4. Keep Your Website Simple. ...
  5. Schedule Live Music. ...
  6. Be Active On Social Media. ...
  7. Use Email Marketing. ...
  8. Offer Birthday Gifts Via Email.

How can I improve my food business online? ›

9 ways of how to promote your food business online
  1. Create visual content. ...
  2. Create your own website. ...
  3. Have an online menu. ...
  4. Be present in online restaurant directories. ...
  5. Be part of loyalty programs. ...
  6. Create a newsletter. ...
  7. Start a blog. ...
  8. Work with influencers.
5 Jan 2021

What is an example of a marketing strategy? ›

Marketing strategies

For example, if your marketing plan is to promote a new product or service, you might have a strategy dedicated to how you're going to use email marketing to support these broader goals. Every marketing plan will most likely produce several marketing strategies as part of the broader plan.

What are the 7 top food marketing strategies? ›

  • Create a Website for Your Fast Food Restaurant. ...
  • Employ Email Marketing. ...
  • Use Social Media Marketing and Make Your Online Presence Strong. ...
  • Partner With Food Delivery Apps. ...
  • Offer a Good and Hygienic Dining Space. ...
  • Offer Deals to Local Offices and Workplaces. ...
  • Offer Deals and Discounts to Your Loyal Customers.
8 Mar 2022

What is most likely the purpose of fast food companies advertising? ›

What is the most likely reason fast-food companies want to advertise and sell their products in schools? To gain more young customers.

Why is marketing important in the food industry? ›

Food marketing is an important tool [64] to build and maintain markets through the creation of ties of confidence and loyalty between the producers/sellers and the consumers.

How would you promote a food product to customers examples? ›

However, by appealing to their appetite, interests or wallet, you can get customers to try new products so they purchase more in the future.
  1. Offer Free Samples. ...
  2. Showcase Items on Social Media. ...
  3. Hold a Cooking Demonstration/Contest. ...
  4. Offer Different Coupons. ...
  5. Visit or Hold Events. ...
  6. Advertise Healthy Aspects. ...
  7. Use a Loyalty Program.

How many restaurants use social media? ›

Today, 63 percent of restaurants use social media as their primary form of advertising.

Why should restaurants use Facebook? ›

Facebook allows restaurants to reach out to target audiences. Other perks include tracking the website visits and retargeting audiences to get better business out of them. Facebook helps you learn a lot about your customers/followers.

How has social media affect consumer Behaviour? ›

81% of consumers' purchasing decisions are influenced by their friends' social media posts. (Forbes) 66% of consumers have been inspired to purchase from a new brand after seeing social media images from other consumers (Stackla) Consumers are 71% more likely to make a purchase based on social media referrals.

Why is social media marketing important for hotels? ›

Social media marketing for hotels is key to increasing visibility, boosting direct bookings, and improving brand awareness. With more and more guests interacting with social media on a regular basis and getting inspiration for their next trip, it has become an integral part of any marketing strategy.

How popular is food on social media? ›

One study estimated that children and adolescents see marketing for food between 30 and 189 times per week on social media apps, with fast food and sugary drinks being the most common. But it's not just advertising placements from the food industry that are responsible – we're all capable of influencing people online.

How does social media affect the food and hospitality industry? ›

Social media affects the restaurant industry in ways stretching from customer loyalty to public reputation. Photo-sharing and review sites increase the need for restaurants to not only offer delicious food, but aesthetically appealing plates and great service as well.

How do I promote my food business on Facebook? ›

24 Facebook Marketing Ideas and Strategies for Restaurants
  1. Use hashtags. ...
  2. Recycle successful content. ...
  3. Promote your page with Facebook Ads. ...
  4. Respond to messages ASAP. ...
  5. Add a book now button. ...
  6. Claim your URL. ...
  7. Include a like button across other platforms. ...
  8. Spread the word through email.
7 Sept 2021

How does a restaurant benefit the community? ›

Many restaurants put money into the local economy. From paying rent or property taxes to utilities, restaurants pump a lot of cash into the local economy. More and more, restaurants are taking advantage of local suppliers to create farm-to-table menus, and this is more cash that flows into the local community.

How can social media improve customer interaction? ›

The use of social media plays a significant role in customer service. The mutual benefits of easy brand accessibility via Twitter, Facebook, YouTube, and others allow easy customer contact and engaging social interaction, providing brand building and widescale contact through multiple channels.

What is the impacts of social media? ›

However, multiple studies have found a strong link between heavy social media and an increased risk for depression, anxiety, loneliness, self-harm, and even suicidal thoughts. Social media may promote negative experiences such as: Inadequacy about your life or appearance.

Why is social media considered one of the most effective methods to measure customer perception? ›

Social media has become the strongest medium to manage customer perception. When a social media audience gets consistent communication regarding a product, the users build an image of the product. Social media can be used to post content, images, videos, etc.

What is in a social media strategy? ›

A social media strategy is an outline of the content that your business will post, the responsibilities of your social media team, and the social media channels you will use to promote your business. A social media strategy includes social media goals that complement your business' overall digital marketing strategy.

What types of social media can be used for the hospitality industry? ›

There are various platforms provided by the social media networks such as Facebook, LinkedIn, YouTube and Twitter to the marketing of products and services for the hospitality industry.

What is Social Media Marketing explain in detail? ›

Social media marketing (SMM) is a form of internet marketing that uses social media apps as a marketing tool. These social media platforms enable brands to connect with their audience to: build a brand; increase sales; drive traffic to a website; and.

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