FSMU Presentation - What people are saying about restaurants
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FSMU Presentation - What people are saying about restaurants
- 2. WHY CONVERSATIONAL RESEARCH ✦What Can It Tell Us? ✦How Do You Do It? ✦How Is It Different?
- 3. HOW IS IT DIFFERENT Conversation Report The Social Habit Anyone posting to a public 3,000 Americans 12-and-over conversation point Inclusive of anyone; filtered to U.S.- Representative Sample of U.S. based users and conversations population Conversations analyzed independent Audience surveyed by a marketing of audience knowledge professional Open input from audience; No Answers to pre-determined questions questions asked All conversations publicly indexed for Opinions and answers taken as a a 365-day period snapshot in time
- 4. 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 Officer Proctor & Gamble
- 5. METHODOLOGY ✦Find Restaurant Conversations ✦Discover Common Topics ✦Reanalyze The Topics Without Brand Delineation ✦Ask “What do people say when ...”
- 6. WHAT WE INVESTIGATE Brands Topics Behavioral Triggers
- 10. BRANDS
- 11. BRAND PASSION INDEX Restaurant Passion Index - When They Want The Brand Like Zaxby's Love Jason's Deli Sea$le's(Best( Buca Di Beppo Panera Bread Qdoba Olive Garden Subway Chipotle Fazoli's Five Guys Caribou Coffee Firehouse Subs Starbucks Taco Bell ((((((((((((((((((((((((!!!!!!!!!!!Sen-ment!Range! Dunkin Donuts Sentiment Range Macaroni Grill Wendy's KFC Pizza Hut Chick-Fil-A Papa John's Burger King Baja Fresh Domino's Pizza McDonald's Dislike Hate Passion Intensity !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!
- 12. BRAND PASSION INDEX Restaurant Passion Index - Overall Conversations Like Buca Di Beppo Love Sea+le's(Best( Zaxby's Caribou Coffee Panera Bread Olive Garden Popeye's( Naked Pizza Firehouse Subs Baja Fresh Jason's Deli Macaroni Grill Chipotle ((((((((((((((((((((((((!!!!!!!!!!!Sen-ment!Range! Starbucks Fazoli's Subway Sentiment Range Dunkin Donuts Five Guys Pizza Hut Taco Bell Wendy's KFC Papa John's Chick-Fil-A Domino's Pizza McDonald's Burger King Dislike Hate Passion Intensity !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!
- 13. BURGER BPI Restaurant Passion Index - Burger Category Like Love ++++++++++++++++++++++++!!!!!!!!!!!Sen-ment!Range! Sentiment Range Five Guys Wendy's McDonald's+ Burger King Dislike Hate Passion Intensity !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!
- 14. CHICKEN BPI Restaurant Passion Index - Chicken Category Like Love Zaxby's Popeye's( ((((((((((((((((((((((((!!!!!!!!!!!Sen-ment!Range! Sentiment Range Chick-Fil-A KFC Dislike Hate Passion Intensity !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!
- 15. SUB/SANDWICH BPI Restaurant Passion Index - Subs & Sandwich Category Like Love Panera Bread Jason's Deli Firehouse Subs !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Sen-ment!Range! Sentiment Range Subway Dislike Hate Passion Intensity !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!
- 16. PIZZA BPI Restaurant Passion Index - Pizza Category Naked Pizza Like Love !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Sen-ment!Range! Sentiment Range Pizza Hut Papa John's Domino's Dislike Hate Passion Intensity !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!
- 17. ITALIAN BPI Restaurant Passion Index - Italian Category Like Love Buca Di Beppo !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Sen-ment!Range! Sentiment Range Macaroni Grill Olive Garden Fazoli's Dislike Hate Passion Intensity !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!
- 18. MEXICAN/SOUTHWEST BPI Restaurant Passion Index - Mexican/Southwest Category Like Love !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Sen-ment!Range! Baja Fresh Sentiment Range Chipotle Qdoba Taco Bell Dislike Hate Passion Intensity !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!
- 19. COFFEE SHOP BPI Restaurant Passion Index - Coffee Shop Category Like Seattle's Best Love Caribou Coffee !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Sen-ment!Range! Starbucks Sentiment Range Dunkin' Donuts Dislike Hate Passion Intensity !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!
- 20. BRANDS
- 21. BRANDS
- 22. BRANDS
- 23. BRANDS
- 24. OFFLINE VS. ONLINE Online Conversations Storefront Conversations
- 25. STOREFRONT
- 26. VENUERANK Rank Loca(on Restaurant Brand Type #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
- 28. COMMUNITY SIZE
- 30. VENUE-BASED INSIGHTS ✦ 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
- 31. TOPICS
- 32. TOPICS Restaurant Topic Comparison Like Love FOOD HEALTH !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Sen-ment!Range! Sentiment Range PRICE ADVERTISEMENTS SERVICE Dislike Hate Passion Intensity !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!
- 33. INSIGHTS ✦ People pay lip-service to health, but want good food, fast
- 34. INSIGHTS ✦ People pay lip-service to health, but want good food, fast
- 35. 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
- 36. CONVERSATIONREPORT.COM Sign Up For Report News May Buy Today In Person Need 12-16 Interviews @JasonFalls Offer custom research Damn Handsome socialmediaexplorer.com