Fast food chains are faced with a lot of challenges on social media. With so many products in common, it can be difficult for a brand to break through the noise. Fast food chains are tasked with developing an identity, attracting an audience and keeping them engaged. The following 10 brands are some of the most engaging fast food chains on Facebook.
This data is collected through Simply Measured’s Facebook Competitive Analysis, based on Q1 of 2014, a total of 3 months. Learn more about the fast food brands that are winning, how they’re doing it, and how they compare below.
As on of the biggest brands in the world, it should come as no surprise that their Facebook is top-notch. Out of all of 10 major fast food brands on Facebook, McDonald’s averaged the most engagement. With the biggest audience and 800,000 more engagements than the next brand, it’s clear that McDonald’s dominates this channel. The majority of McDonald’s posts are product promotions, but they’re done a little bit differently. Check out their top performing post:
Dunkin’ Donuts is the second most engaging fast food brand on Facebook, coming in hot with 1.2M engagements during this 3-month period. How are they able to give McDonald’s a run for their money, despite having 19M less fans? By hustling. Dunkin’ Donuts posts more than any of the other brands, averaging 15.5 posts per week. The vast majority of these posts are photos, like this top performing post.
Wendy’s is impressive. With one of the smallest fan bases, they were able to drive the 2nd most engagement, just behind McDonald’s. How do they do it? By establishing a distinct brand voice. With captions like, “” or “If there’s a rule that chicken clubs have to be boring, um, consider us rule breakers,” it’s hard to deny that this brand has personality. Wendy’s spontaneity keeps their fans on their toes, waiting to see what they do next.
Panera Bread is a beast. Despite having one of the smallest audiences (2.6M compared to McDonald’s 30.7M), their engagement as a percentage of fan count is a whopping 41.7%. Panera does an excellent job at marketing toward their audience by giving them a look behind the curtain, making our stomachs growl and asking them questions. Panera is a testament of quality over quantity, with the 4th most engaging page and the 2nd smallest audience. Check out their top post from Q1 2014:
Nothing about KFC’s Facebook presence is boring. KFC keeps their audience engaged by giving them a massive variety of content. During this 3-month period, KFC posted 33 videos to their Facebook page (the second most was McDonald’s 9 videos). This diversified content has helped them rack up a ton of likes and shares. Check out their top performing Facebook video below.
Now we’re onto one of my personal favorites. What shines out to me with Domino’s is their consistency in brand voice and posting. Domino’s posts 12.4 times per week, the second-most out of the whole 10 and the audience loves them. Their page also averages the most user wall posts and the highest response rate. Domino’s has really zoned in on their customers, their sense of humor and their voice. Check out their top post below to see what I mean.
Out of all 10 of these fast food chains, Sonic has one of the smaller audiences (3M). However, Sonic is actually beating the vast majority of their competitors in the Facebook leg race. Sonic posts 7.2 times per week, more often than 70% of their competitors. Sonic’s hustle is there and has helped them cement their status as a top 10 fast food brand on Facebook. Out of all of their 98 posts, this one was the most engaging.
Subway does a great job of showcasing their sandwiches on social. Nothing about their posts are boring or bland – they keep it fresh. Not to mention, they’re pretty clever. Campaigns like #JanuANY and #CRUNCHTIME are given new life, thanks to their Facebook page. The brand had a clever take on St. Patrick’s Day that became their top performing post, amassing over 30,000 engagements.
Jack In The Box does a great job at showcasing their products. The majority of their posts are focused on a new sandwich, offer or about their brand Mascot, Jack. Jack in the Box’s Facebook is focused on appealing to their customers and foodies worldwide.
Arby’s made a splash this year on Twitter with their epic Pharrell Tweet. However, their Facebook is no slouch either. Arby’s uses Facebook to connect and talk with their fans. The average response rate across these 10 brands was 35%, but Arby’s is double that – 71%. A response rate that high is hard to come by, especially when you have over 2M fans. These fans helped Arby’s make this post their most engaging of the quarter.
Did we miss anyone? Tell us which fast food brands are your favorites to follow on Facebook!