Restaurant Brands Using Social Media to Drive Traffic to Local Stores

Many brands are now well into the social media world. It’s no longer a new thing for them and for some social media is an integral part of their overall marketing strategy.  Brands in the restaurant industry seem to be of the latter category and are  making some great strides in leveraging social media to impact the bottom line.

According to the National Restaurant News the nations largest restaurant brands are using social media very effectively. Their social media strategy is to engage prospects on social media as means to driving traffic to their local restaurants. Traffic in this sense is foot traffic and for a restaurant that is critical. The article also discusses the 25 most social restaurant brands. This ranking of brands is provided by a company called Virtue. It uses social media mentions, check-in’s, photo-sharing and inclusion on blogs to determine the most prominent brands on social media.

The main takeaway from this article is not that brands are active on social media but that they are using it to drive foot traffic and subsequently have a direct impact on their bottom-line (ROI anyone). And here is how they are doing it:

“These guys are figuring out how to harness this platform and drive content and communications consistent with what their fans are looking for,” he said. “In that news feed on Facebook and Twitter, brands need to ask their followers questions, create poll questions and basically give them an opportunity to give the restaurant relevant feedback.”

Vitrue has worked with several restaurant brands like McDonald’s, Buffalo Wild Wings and Chick-fil-A to create plug-ins for their Facebook pages and offers that show up in followers’ news feeds through its Wall Apps and Social Relationship Management platforms.

Bradford said the next social-media move for major brands and their software providers is to increase the chains’ local-advertising capabilities with features meant to connect Facebook and Twitter followers to the nearest individual location of a restaurant brand.

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