Total Restaurant Industry Visits are Down but These Brands see a Major Spike

Total Restaurant Industry Visits are Down but These Brands see a Major Spike

By Kerri Adams, Editor-at-Large

The consumers’ smart phone obsession has created a world where brands can engage, track and target their customers better than ever. With the location data that can be pulled from these remarkable devices, restaurant operators can measure in-store customer visits, while tracking ROI.

Location-based actions (LBAs) are when guests share their dining experience on social media with a “check in” on Facebook, Foursquare and other social media platforms. These actions document a guest’s in-store visit, while broadcasting their visit to their followers. This is exactly the kind of organic conversations you want from your customers. It's also a way to measure if your restaurant visits have increased or decreased. 

Through Foodable Labs and data pulled from the Restaurant Social Media Index (RSMI,) a proprietary system of our sister company DigitalCoCo– we track over 151 million US social restaurant consumers across 17 social platforms. With over 21k restaurant brands and 507K US store locations indexed, Foodable has just pulled the second quarter data (for the months of April, May and June) for 2016. 

In terms of LBAs, the number has dropped to 344 million from the 369 million in the first quarter. “This is the biggest hit we have seen in the last four years in tracking location based actions for the restaurant industry,” said Paul Barron, founder of the Restaurant Social Media Index. 

Interestingly enough, the top 10 brands and some other leading brands had an impressive increase in LBAs. 

 “What we are seeing are less occasions so the brands that are dominating social and creative media campaigns are gobbling up the competitors traffic which has slowed for some brands. Unique winners like Taco Bell, Arby's, Jersey Mikes and Tender Greens are seeing the most impact from the consumers who are eating out,” said Barron.

Let’s take a closer look at how some of the top 10 brands are encouraging these LBAs with effective social campaigns. 

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Why Location-Based Actions are Vital to Your Restaurant

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You may have heard of a little thing we like to call LBAs. This stands for location-based actions, and is a vital component for restaurants. Basically, it's the ROI of social – connecting social and mobile actions from consumers to actual in-store visits. When applied correctly, big data has become such a huge factor in the restaurant industry – the ability to track consumer trends is just one of the many angles it's capable of.

With the increased use of social media for restaurants has also come the power of having to keep up with the ever-changing landscape of social media and technology. One of the most important things is to understand exactly how LBAs work, and how it can help grow your business. Read More