We have analysed the main world chains of fast food restaurants and their interaction in social media.

2. Index
Proposal
Top 10 Fast Food World Brands in social networks
Ranking at February 2013
Presentation of top 3 positions
Presentation of top 7 positions
Conclusions

4. Proposal
 Objective: Create a Top of world's fast food brands
(http://www.alianzo.com/es/event/ranking-of-world-fast-food-
restaurants) in order to know their social media interaction.
Analyzing and identifying strategies, marketing and communication
actions these brands are carrying out and that justify its position in
the ranking.
 Sources: The approach that we have taken to classify this ranking has
been the annual turnover of each brand, as well as the number of
stores it has in the world.
Source: http://www.businessinsider.com/the-most-popular-fast-food-restaurants-
in-america-2012-7?op=1
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5. Ranking on February 2013
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6. Ranking on February 2013
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7. Starbucks
§ Starbucks, the largest coffeehouse
company in the world, with 19,972
stores in 60 countries, is leading
this ranking of fast food world
brands in social media, with 87 of
score.
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8. Starbucks
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9. Starbucks in numbers
- Twitter: 3,4 millions of followers.
- Facebook: 33 millions of fans (promotions, competitions,
apps customers, partners and employees).
- YouTube: 9 millions of video views.
- Foursquare: +1,2 millions of “Likes”.
- Google+: +900,000 followers.
- Pinterest: 7 boards, 842 Pins y +68,286 followers.
- Blog: They update very often and they have many
categories of content.
- LinkedIn: They have a very update profile
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10. Starbucks and networks
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11. McDonald's
§ McDonald's is the world's largest chain
of hamburger fast food restaurants,
serving over 68 millions customers
daily in 119 countries. They have a
score of 84 in social media.
§ They use social networks for interacting
with users, for presenting new
products and promotions, for
answering their questions and for
helping employees of franchises to
present their products strategically.
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12. McDonald's in numbers
- 33,000+ worldwide number of locations.
- Twitter: they use the hashtag # McDStories.
- Facebook: 27 millions fans for promotions and brand apps.
- YouTube: publishing videos made their products become virals, also
publishing videos of their partners, farmers and events.
- Pinterest: 15 boards with images of its restaurants, history...
- Google: +15,782 have them in circles.
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13. McDonald's and networks
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14. Taco Bell
§ Taco Bell is an American
chain of fast-food
restaurants. They serve a
variety of Tex-Mex foods
and other specialty
items. They have a score
of 75 in social media
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15. Taco Bell in numbers
- Twitter: +321,000 followers use hashtags to promote their
"#products" along with the usual # tacobell in all their
communications.
- Facebook: with +9,5 millions fans have an app that connects to
Facebook page of each franchise in the world.
- YouTube: with +6 millions video views, publishing on their
cultivated fields, products and brand events.
- They are also present on LinkedIn, Pinterest and Google+.
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16. Taco Bell and networks
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17. Other positions
69 of score 2.0. Domino's is the second-largest pizza chain in the USA according
to Wikipedia. Their strategy: free pizza delivery. Facebook (8 millions fans);
Twitter (+161,000 followers); Foursquare: 29% geolocation benefits campaigns
in UK. They are also present on Blog, LinkedIn, YouTube and Google+.
69 of score 2.0. is an American restaurant chain and international franchise
that offers different styles of pizza. Their strategy: to offer multiple channels for
ordering. In Facebook (10 millions fans) have apps to view and order menus.
They are also present on Twitter, LinkedIn, YouTube, Pinterest and Google+.
67 of score 2.0. is a global chain of hamburger fast food with the slogan “Have
it your way”. Their marketing strategy has improved by incorporating LFD
screens in its stores to display their menus in digital format. In Facebook (+6
millions fans), Twitter (app BK Alerts), YouTube, LinkedIn and Google+.
67 of score 2.0. KFC is the world's largest chain of fried chicken fast food
c restaurants. It is the second largest restaurant chain after McDonald's. Strategy:
Each year, KFC Foundation gives +75 scholarships to aspiring university's,
becoming the most successful program in Twitter. The brand connects with his
fans on Facebook (+5,4 millions) to achieve better brand positioning.
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18. Other positions
65 of score 2.0. Dunkin' Donuts is an international doughnut and coffee
retailer. In Spain is called “Dunkin' Coffee”. Kanlli develops its strategy for
managing their accounts of Tuenti, Facebook, Twitter and Foursquare.Globally
use social networks with hashtags and apps to promote their products having
great success in the youth audience. They are also present on Pinterest.
63 of score 2.0. Subway is one of the fastest growing franchises in the world
with 37,776 restaurants in 100 countries. The brand philosophy is to offer its
personalized products and varies depending on the establishment, country and
market. In Facebook (+20 millions fans) have apps for their offers and
customizing their order. They are also present on Twitter, YouTube, LinkedIn...
62 of score 2.0. Panera Bread is a chain of bakery–café quick casual restaurants
in USA and Canada. In 2010, the company's create a non-profit “Pay what you
can”. Strategy: there are no prices. The customer is asked to donate what he
feels right. They are also present on Twitter, Facebook, LinkedIn, YouTube and
Pinterest.
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19. Conclusions
§ The growth of new technologies has led to a globalization that
brings increasingly close relations of people over the Internet. It
is clear that fast food brands are not detached from this progress
and focus all their efforts on positioning their brand and ensure
its clients both locally and globally through competitive
strategies.
§ Therefore, these franchises have seen necessary to include social
media in their global communication strategy and consider it as a
fundamental part in order to optimize sales. For this, seeking to
interact with their target audiences from around the world to
understand their concerns (customer service) and to personalize
their campaigns and advertisements.
§ One of the keys to success of these brands such as McDonald's, is to
have a very strong basis of people: their franchisees.
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20. THANKS FOR YOUR ATTENTION
info@alianzo.com
www.alianzo.com
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