Get Immediate Feedback When Testing New Menu Items
“From my 40 years of following restaurant operations, the single most important factor to ensuring restaurant survival is testing new products.” — John Gordon, founder, Pacific Management Consulting Group Restaurant consumers crave a perpetual stream of new products and new twists on old ones. But if you’re a multi-unit restaurant operator, adding a new menu item can be costly and risky. That’s why it’s standard practice to test the new item in a few markets before making the decision on whether or not to offer it everywhere. That approach enables you to find out quickly if the item isn’t popular [...] Read more →
Firehouse Subs—How David Can Beat Goliath
Note: This is the fourth in a series of four posts about how leading multi-unit restaurant brands can use social media analysis as a fast and cost-effective way to do market research, analyze promotions, get immediate feedback on product launches and more. With just over 142,000 mentions in 2013, Firehouse Subs has a relatively small share of the online conversation. But their Net Sentiment registers at an impressive 82 percent—the best on our list—with their Passion Intensity score registering at 48. Equally impressive are the four thousand comments favoring the Florida-based sub shop over Subway. 82% Net Sentiment for Firehouse [...] Read more →
“All by Myself?” Social Can Fix That.
The iPhone video Richard Dunn shot while he was all alone and bored in the Las Vegas airport now has over half a million hits. Maybe he’ll get some new friends. But hey, if he’d been flying American, maybe he wouldn’t have been stranded there in the first place. American was one of the first major airlines to actively engage customers online. How has that worked out for them? Join us on June 24 for our next Social Spotlight webinar, “Customer Engagement Takes Off for American Airlines,” and hear Katy Phillips, Social Communications Analyst for American Airlines, explain how American: [...] Read more →
Research Shows: NetBase is Fastest and Most Accurate Social Analytics Solution
Social media is all about real-time. That means speed and accuracy are two of the most important factors you need to consider in evaluating and selecting the right social media analytics solution for your organization. Your Social Analytics Solution Must Be Blazing Fast The faster your analytics solution, the quicker you can gather and analyze the online conversations around your brand, product or campaign, and discover what’s really happening now (good or bad). This keeps you in front of any social crisis, and gives you a jump on the competition when it comes to enhancing campaign results, discovering real-time marketing [...] Read more →
Want 117,000,000 Brand Impressions? Get A Hat.
Eighty-four million impressions from a Twitter exchange. Real-time marketing, powered by NetBase, and a streamlined internal approval process for engagement made that possible for Arby’s. In our most recent Social Spotlight webinar, Josh Martin, Arby’s Director of Digital and Social Media, explained how Arby’s has become a best-in-class brand for social engagement. And Josh had the great idea for the famous @ Pharrell tweet that went viral. Some webinar attendees were surprised to hear that Arby’s Twitter exchange with pop star Pharrell was not a paid endorsement. Josh explained how NetBase’s Triggered Alert feature enabled the flow of conversation with [...] Read more →
New Video Gives One-Minute NetBase Elevator Pitch
Got a minute? That’s all the time you need to watch our new YouTube video. It gives the highest of high-level views on what makes NetBase different and better. (Spoiler alert: We’re up to 9x faster and 50 to 70 percent more accurate than other social analytics solutions.) You can check out the new video on YouTube here. And if you need more proof regarding our accuracy, here’s a white paper with all the details. Read more →
Chipotle—How Menu Innovations Generate Lots of Buzz
Note: This is the third in a series of four posts about how leading multi-unit restaurant brands can use social media analysis as a fast and cost-effective way to do market research, analyze promotions, get immediate feedback on product launches and more. Chipotle Mexican Grill is the most-talked-about brand in our survey of four fast casual restaurants, with nearly 10 million mentions. Their Positive Net Sentiment is an extremely favorable 70 percent with a Passion Intensity of 50. While Chipotle is often cited as the originator of the fast casual segment and burrito, the Net Sentiment about that product (59 [...] Read more →
What Insights Can Panera Bread Glean from the Online Conversation?
Note: This is the second in a series of four posts about how leading multi-unit restaurant brands can use social media analysis as a fast and cost-effective way to do market research, analyze promotions, get immediate feedback on product launches and more. If you’re a restaurant operator, you’re looking for consumer insights that can help you attract and satisfy diners. Social media has become one of the best sources of those insights. Analyzing what consumers are saying online about your brand, products, promotions and competitors delivers insights faster and cheaper than focus groups and surveys, and enables you to get [...] Read more →
Fazoli’s—Time to Capitalize on an Already-Popular Item
Note: This is the first in a series of four posts about how leading multi-unit restaurant brands can use social media analysis as a fast and cost-effective way to do market research, analyze promotions, get immediate feedback on product launches and more. Sometimes it’s best not to mess with a successful formula. Quick-serve Italian chain Fazoli’s, at just under 100,000 mentions in 2013, has a Positive Net Sentiment of 76 percent with a Passion Intensity score of 52. What’s the number one discussed item on the menu? Breadsticks—they had more than 11,000 mentions, with a Positive Net Sentiment score of [...] Read more →
Ten Ways Restaurants Can Track Campaign Impact with Social
Let’s say you’re a restaurant operator and you’ve come up with a great creative concept for your ad campaign, executed it well, and placed it in all the right places to reach your target audience. So far so good. But now you want to know: How’s it doing? Is it raising awareness of your new positioning? Driving consumers into your locations to try your new menu items? Motivating customers to take advantage of your deals? In the past, you might have had to wait for sales results or convene focus groups or do mall intercepts to find out. But with [...] Read more →