Restaurant Chains Feast on Facebook in September, Observes Unmetric

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Unmetric’s Social Media Benchmarking application analyzes the Facebook numbers of 15 leading US restaurant chains for the first three weeks of September and makes some interesting observations.

Unmetric - The Social Media Bechmarking Company provides Competitive Social Media Intellligence & Benchmarking

Unmetric - The Social Media Bechmarking Company

In 3 weeks, the average Restaurant Chain Facebook fan page added 110,000 fans to its tribe

Restaurant Chains are one of the most active sectors on social media. Unmetric, the Social Media Benchmarking and Competitive Intelligence Company analysed the Facebook numbers of 15 leading US restaurant chains in the first three weeks of September, 2011; the list included popular Facebook pages like those of Starbucks, McDonalds, Burger King, Chipotle, Chuch E Cheese, Costa Coffee, Dunkin Donuts, Ihop, Pizza Hut and the Hard Rock Cafe.

While it was observed that the average page added 110,000 fans to its tribe, brands like Dunkin Donuts saw especially high growth with a 420,000 increase in fan numbers - translating to a 10% increase on its (already high) base. There were interesting differences in the frequency of updates with brands like Burger King and Dominos posting at least once a day on their Facebook walls while many other brands posted less frequently. Starbucks sees the most fan posts with an average of over 200 posts a day by their community. Starbucks also engaged best with its community, followed by Applebess and Costa Coffee, while Krispy Kreme and Chipotle had the best “net positive sentiment” on their respective Facebook walls.

More data on restaurants on social media and other sectors’ social media is available on Unmetric, thanks to its growing database of the social media analytics of over a thousand brands across the world. The company observes that most brands are flying blind on social media and that the absence of relative benchmarks so far has proved a detriment to big brands who are used to competitive benchmarking and intelligence on other media.

Unmetric is currently being evaluated by marquee brands from Fortune 100 companies. Unmetric’s analytics engine is powered by an interesting mix of intelligent algorithms and a team of human analysts who dissect the content strategies of brands on Facebook. More information is available at


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Lakshmanan Narayan
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