Home > Social Media and Technology Trends and the U.S. Foodservice Industry (Table of Contents)

Social Media and Technology Trends and the U.S. Foodservice Industry

Packaged Facts
March 1, 2011
126 Pages - SKU: LA2848312

Abstract Table of Contents Search inside this report Related Reports

Chapter 1: Executive Summary
Scope and Methodology: Scope
Methodology: Consumer survey methodology; Definitions; Restaurant Segmentation Overview
Foundation & Growth Factors
Insight capsule
Fast facts
Social Networking Services & Foodservice
Insight capsule
Fast facts
Technological Dining & Location-Based Media
Insight capsule
Online Ordering & Review Platforms and Food Blogs & Photography
Content synopsis
Anatomy of the Mobile Restaurant User & the Urban Diner
Key findings
Using Social Media to Effect: Case Studies
Chipotle Mexican Grill Insight Capsule
Starbucks Insight Capsule
Chapter 2: Foundation & Growth Factors
Introduction
Restaurant landscape to shift quickly
Drivers of change
Broadband adoption and use
Why it matters
Penetration trend tapers: Quick adoption; Adoption slows; Racial/ethnic gap closing; Income and education divide haves from have-nots
Graph 2-1: Broadband and Dial-up Adoption, 2000-2010
A multi-access online world
Mobile consumers; mobile technology
Why it matters: A plethora of consumer-facing potential; Jumping the racial/ethnic divide
Cell phone/smart phone penetration: Cell phone services; Smart phone share; Notable demographics; Race/ethnicity differences
Social Media: Why it matters
Apps galore: Why it matters; Apple leads the way
Graph 2-2: Apps per Mobile Device, 2010
Social networking and dining apps among most popular
Location-based services gaining a foothold: Why it matters
Nascent usage: Traction among men, Hispanics, and Gen Y
Table 2-1: Location-Based Services: Demographic Analysis: Social networking connection
Leading to swift evolution in context-aware advertising: Why it matters; Benefit: local, highly targeted, highly relevant traffic incentive; Drawbacks
Mobile payments
Why it matters: A new era of speed and convenience; Usage is nascent, but consumer interest is there
NFC payments set for launch and quick uptake: Apple and Google in the wings
Starbucks takes the barcode route: Benefits; Stored value card foundation
TabbedOut is the wave of the future: Bottom line
Chapter 3: Social Networking Services & Foodservice
Overview
Social Media: Enormous reach and usage
Time tells the story
Social Networking Services
Overview
Business use of social networking services
A plethora of platforms; a range of brand extensions
Benefits to engaging social media users
Challenges
Consumer engagement
Social media quickly passes majority status
Interacting with companies common
Using social media to learn about restaurants on the rise
Facebook
Overview
Table 3-1: Facebook, Selected Metrics
Navigating friendship and exposure
Foodservice on Facebook, from McDonalds to Charlie Trotter’s: McDonald’s; Olive Garden; Charlie Trotter’s; Bottom line
Facebook Places& Facebook Deals: Incentives to leverage restaurant brand usage; Finding the deal: how it works; I told two friends, and they told two friends, and so on, and so on, and so on; Learning opportunity; Counterweight: privacy issues; A usage deterrent
Facebook degree of engagement, by demographic: For many, part of a lifestyle or routine; Pavlov’s dog incarnate; The bottom line: connection first, leverage second; Key demographics; Bottom line for restaurants
Table 3-2: Engaged & Hyper-Engaged Facebook Users, Selected Demographics
Facebook mobility: Opportunity knocks
Table 3-3: Engaged & Hyper-Engaged Facebook Users, Mobile Lifestyle Segmentation
Connecting to the opportunity
Table 3-4: Engaged &Hyper-Engaged Facebook Users, Family Restaurant & Steakhouse Chains: Facebook likes Starbucks
Table 3-5: Engaged &Hyper-Engaged Facebook Users, Fast Food & Drive-Ins: Correlation or cause?
Table 3-6: Selected Restaurant Chains: Facebook Friends Per Restaurant Foodservice Sales and Units
Twitter
Overview
Table 3-7: Twitter, Selected Metrics
Who do you want to follow?: Promoting businesses; Starbucks leads restaurant chains into Twitter territory; Minimal advertising space crimps its potential; Photo and video enhancements may provide counterweight
Foodservice on Twitter: Short content bursts
The Counter hamburger chain: prove you follow us!
The Mermaid Inn goes viral: Tweeting vacancies; What’s the password?; Tumblr and Flickr promote visual, sensory appeal
Food Trucks on Twitter: Food trucks and Twitter work hand-in-hand; Application: Meatyballs Mobile
Twitter degree of engagement, by demographic: Short, more intermittent bursts; Key demographics; Bottom line for restaurants: a multi-cultural, urban touchpoint
Table 3-8: Engaged & Hyper-Engaged Twitter Users, Selected Demographics
Twitter mobility: Significant location-based marketing opportunity
Table 3-9: Engaged & Hyper-Engaged Twitter Users, Mobile Lifestyle Segmentation
Connecting to the opportunity
Table 3-10: Engaged &Hyper-Engaged Twitter Users, Fast Food & Drive-Ins: Twitter likes Starbucks, too!
Table 3-11: Selected Restaurant Chains: Twitter Followers Per Restaurant Sales and Units
Calculating ROI
Firehouse Subs: Tweet, tweet; Facebook for feedback and spreading the message
Einstein Bros. Bagels: Instant print couponing
Chapter 4: Technological Dining & Location-Based Media
Technologic Dining
Handheld devices
Chili’s Pay-at-the-Table
Why not a touch screen table?
Google reaches into location-based bag
Table 4-1: Google, Selected Metrics: Google Maps; Google Places
Technology in University Dining: CalDining and Ohio University on Twitter; Duke Merchants on Points Delivery
Next Chicago and prepayment
The iPad
Table 4-2: iPad, Selected Metrics: Restaurant applications
Smartphones, Applications, and Location-Based Services
Foursquare: Business opportunity; Challenges: cheating; Bravo Network partnership links television shows to real locations; Pepsi experiments with repeat customers; Zagat badge; Tasti D-Lite links Foursquare to loyalty program
Table 4-3: Foursquare, Selected Metrics
Layar
TabbedOut: Benefits to consumers; Benefits to restaurants; Drawbacks
Aloqa
Gowalla
Table 4-4: Gowalla, Selected Metrics
GyPSii
Tagwhat
Urbanspoon
Chapter 5: Online Ordering & Review Platforms and Food Blogs & Photography
Overview
Online ordering shifting quickly to multi-concept platforms
Delivery and takeout future appears rosy
Online Ordering Platforms
DiningIn
Grub Hub
Foodler
OpenTable, DinnerBroker and Restaurant.com
Restaurant.com
Dinner Broker
Groupon
Table 5-1: Groupon, Selected Metrics
GoMobo: Five Guys; Papa John’s goes mobile
NetWaiter pairs with Facebook
Online Consumer Review Platforms
Yelp
Table 5-2: Yelp, Selected Metrics: How it works; Benefits; Mobile application
The Ethics and Effects of Yelp: Steakgate; Lawsuit pending; Business response ammunition; Authenticity factor
Citysearch
Zagat: Going mobile; Facebook Places partnership; Bottom line; Menupages
Food Blogs and Food Photography
Serious Eats
The Restaurant Project by Stephen Hamilton
TasteSpotting
Chapter 6: Anatomy of the Mobile Restaurant User & the Urban Diner
Anatomy of the Mobile Restaurant User
Note on reading charts
Restaurant lifestyle engagement informs technology use
Table 6-1: Mobility & Technology Attitudes & Behaviors
Table 6-2: Mobility & Technology Attitudes & Behaviors, Restaurant Lifestyle Group: Higher-frequency restaurant users' technology connection
Table 6-3: Mobility & Technology Attitudes & Behaviors, High-Frequency Restaurant Segment Users, Selected Restaurant Segments
A youth driven phenomenon
Graph 6-1: Mobility & Technology Index, by Age, 2010
Usage marked by racial/ethnic diversity
Graph 6-2: Mobility & Technology Index, by Race/Ethnicity, 2010
Income and technology correlation
Graph 6-3: Mobility & Technology Index, by HH Income, 2010
More of an urban phenomenon
Graph 6-4: Mobility & Technology Index, by Location, 2010
Significant technology cross-usage
Table 6-4: Mobile and Computer Restaurant Ordering, Cross-Usage, 2010
Mobility/technology analysis, by restaurant segment use: Fine Dining; Snack & Beverage, Fast Casual, Family, and Casual versus Fast Food
Graph 6-5: Mobile and Computer Restaurant Ordering Index, Restaurant Segment Usage, 2010
Mobility/technology analysis, by restaurant segment mean monthly use
Graph 6-6: Mobile and Computer Restaurant Ordering Index,
Restaurant Segment Mean Usage, 2010
Anatomy of the Urban Diner
Note on trending feature
The urban dweller: in brief
Table 6-5: Key Demographics, by DMA Size
Internet access location: DMA analysis
Table 6-6: Internet Usage Location, Use Most and Use Also, 2010
Internet access method: DMA analysis
Table 6-7: Internet Home Usage, Access Method & Device, by DMA Size
Cell phone service trends: DMA analysis
Table 6-8: Cell Phone Services Used in Past 30 Days, by DMA Size
Restaurant usage trends: DMA analysis
Table 6-9: Fast Food and Drive-In Restaurants, Top 25 DMA Concentration, 10 Highest
Chapter 7: Using Social Media to Effect: Chipotle Mexican Grill Case Study
Chipotle Mexican Grill, Inc.
Competitive positioning: Customization; Food with Integrity: Marketing that backs Food with Integrity
Framing the message: demographic analysis: A quickly growing consumer universe; Strong income and gender skew
Table 7-1: Chipotle Mexican Grill Users: Selected Demographics
Chipotle Mexican Grill users: gourmets, meet practicality
Table 7-2: Chipotle Mexican Grill Users: Food, Health and Diet Attitudes
Chipotle Mexican Grill: connecting to the social media opportunity
Table 7-3: Chipotle Mexican Grill, Social Media Engagement Analysis
Chipotle Mexican Grill: quantifying social media
Table 7-4: Chipotle Mexican Grill
Facebook & Twitter Restaurant Sales and Unit Analysis: Facebook use correlates with Chipotle use
Table 7-5: Chipotle Mexican Grill, Facebook and Restaurant Visit Frequency Analysis
Chipotle Mexican Grill & Social Connectors
Find me on my cell phone, then reap the rewards
Table 7-6: Social Connectors Lifestyle Group,
Chipotle Mexican Grill Visit Frequency Analysis
Chipotle Mexican Grill website traffic analysis
Chipotle Mexican Grill: Social Media and Technology Innovations: Loyalty program to target “evangelical, super-passionate regular customers”; Facebook as marketing platform; Facebook Deals promotional incentive
Chipotle Mexican Grill by the numbers
Table 7-7: Chipotle Mexican Grill, Selected Metrics, 2007-10: 2010 sales trends
Table 7-8: Chipotle Mexican Grill, Quarterly Sales Metrics, 2009-10: 2011 guidance
Chapter 8: Using Social Media to Effect: Starbucks Case Study
Starbucks Corporation
Revenue mix shows food trending upward
Table 8-1: Starbucks, Revenue Mix by Product Type, 2009: Recession response; Menu pricing strategies and customer incentives
Starbucks users, Starbucks snackers?
Table 8-2: Starbucks Users: Restaurant Usage by Daypart and Restaurant Type
Starbucks core users
Table 8-3: Starbucks Users: Selected Demographics
Starbucks guests: food adventurousness and fast food practicality
Table 8-4: Starbucks Users: Food, Health and Diet Attitudes
Starbucks: connecting to the social media opportunity
Table 8-5: Starbucks, Social Media Engagement Analysis
Starbucks: quantifying Facebook and Twitter audience
Table 8-6: Starbucks Facebook & Twitter Restaurant Sales and Unit Analysis: Facebook use correlates with Starbucks use
Table 8-7: Starbucks, Facebook and Restaurant Visit Frequency Analysis
Table 8-8: Starbucks, Twitter and Restaurant Visit Frequency Analysis
Starbucks & Social Connectors
Connecting to Social Connectors
Table 8-9: Social Connectors Lifestyle Group,
Starbucks Visit Frequency Analysis
Starbucks website analysis
Table 8-10: Starbucks, Downstream Site Visits
Starbucks: Social Media and Technology Innovations
A holistic approach firing on all cylinders: Driving toward a strong, unified emotional connection; Food and drink customization online; Brand managers mingling with the people: what a concept!; Leveraging loyalty: My Starbucks Rewards continues to gain traction; Connecting with Wi-Fi; iPhone apps; e-gifting & the Starbucks Card Facebook App; Mobile payments: Starbucks takes the barcode route; Stored value card foundation; Promoted tweets
A same-store sales turnaround worthy of celebration
Table 8-11: Starbucks, Selected Metrics, 2007-09
2010 brings good news
Table 8-12: Starbucks, Selected Quarterly Metrics, 2009 and 2010

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