For the first time in over a year, Chipotle is bumped off the Restaurant Social Media Index's (RSMI) Top 10 Brands list as part of its quarterly Top 250 Brands ranking.
Which restaurant brands did top the RSMI list for Q2?
To find out who the Overall Top 250 brands are, we’ve compiled data from more than 93 million indexed U.S. social consumers in conjunction with 9,764 tracked restaurant brands in more than 240,000 locations across the nation. If you’re unfamiliar with DigitalCoCo's proprietary Restaurant Social Media Index, a brand’s RSMI Score is determined by four main elements — influence, sentiment, engagement, and location-based actions — across 17 social media platforms. Aside from our Overall Top 250 list each quarter, the RSMI also gathers the Top Mobile Brands based on mobile engagement, Top Social Sentiment based on brand love by social consumers, brands with the Top Location-Based Activity, and brands with the Top Social Engagement. (Learn more about how the Index works here.)
Q2 2014: The Top 10 Restaurants
Subway: The “Eat Fresh” brand maintains its No. 1 spot this quarter. Since Q1 2013, we’ve seen a consistent pattern of brands holding the top spot for two quarters before being trumped by another, so it will be interesting to see whether Subway can hold on for Q3. It’s worth noting that Subway’s RSMI Score has increased significantly over the past three months — from 403.17 to 415.02. Throughout those three months, Subway touted its partnership with Disney when it added The Muppets backpacks to its kids meals and sponsored movie premieres like Maleficent. The sandwich brand also kept consistent with its underlying sports-forward social messaging by featuring a Facebook post of Subway fan and first draft pick Anthony Barr, as well as kicking off the World Cup tournament with a product-centric campaign (#StuffSubsSay), featuring discounted subs for the entire month of June. Catchy phrases like “Seize the oppor-tuna-ty” and “Hamirite?” ensued, resulting in nearly 200 Facebook shares each.
Read More to find out which other brands made the list.