This quarter is all about new metrics and we are just beginning to rollout a slew of new metrics that are launching over 2013. Mobile and Location are the key elements that have the most impact on the restaurant business today. What is significant is the global growth of mobile use for the restaurant business which leads to some innovative strategies for location based interactions for restaurants. Integrated Social at the Local level is what we like to call “the last mile of social” and like the fiber or high-speed brethren it’s just as important. We believe that this is the next major phase and shiL for brands as new local strategies are answering the big question of connecting consumers at the local level. Be on the lookout for the our next metric improvements over the next several quarter releases that provide the industry with real actionable metrics that are designed to drive growth in the next era digital brand. Visit www.rsmindex.com for more.

1. Knowing
your
audience
from
the
inside
out
Powered
By
Wednesday, June 12, 13

2. 06/28/12 digitalcoco.com
|
RSMIndex.com
<
Q1
Results
&
Findings
This
quarter
is
all
about
new
metrics
and
we
are
just
beginning
to
rollout
a
slew
of
new
metrics
that
are
launching
over
2013.
Mobile
and
Loca?on
are
the
key
elements
that
have
the
most
impact
on
the
restaurant
business
today.
What
is
significant
is
the
global
growth
of
mobile
use
for
the
restaurant
business
which
leads
to
some
innova?ve
strategies
for
loca?on
based
interac?ons
for
restaurants.
Integrated
Social
at
the
Local
level
is
what
we
like
to
call
“the
last
mile
of
social”
and
like
the
fiber
or
high-­‐speed
brethren
it’s
just
as
important.
We
believe
that
this
is
the
next
major
phase
and
shiL
for
brands
as
new
local
strategies
are
answering
the
big
ques?on
of
connec?ng
consumers
at
the
local
level.
Be
on
the
lookout
for
the
our
next
metric
improvements
over
the
next
several
quarter
releases
that
provide
the
industry
with
real
ac?onable
metrics
that
are
designed
to
drive
growth
in
the
next
era
digital
brand.
«
NEW
METRICS
THAT
CONNECT
BUSINESS»
2
Overall
Social
Performance
Mobile
Engagement
LocaGon
Based
AcGons
SenGment
Food,Service
and
Brand
Engagement
Three
Layered
&
Mul?
variant
NEWNEW
R
Wednesday, June 12, 13

3. 5/1/2013
Sen?ment
scoring
with
the
RSMI
is
a
very
special
process.
Mul?-­‐variant
sen?ment
is
based
on
a
variety
of
terms
and
loca?ons
rela?ve
to
Food,
Service,
and
Overall
Brand
Experience,
providing
a
much
more
accurate
consumer
sen?ment
score
than
any
other
system
in
the
market.
•Sen?ment
on
over
6,000
restaurant
brands
•Sen?ment
on
Food,
Service
and
Overall
Brand
Experience
•Tracked
against
more
than
80,000
industry
terms
and
phrases
•Sen?ment
tracking
for
over
3
years
><
Three
Core
Measurements
INFLUENCE
Influence
is
a
cross
measurement
tracking
system
that
combines
influence
scores
from
leading
sen?ment
tracking
companies
like
Klout
and
Peer
Index.
Our
own
Social
Insights
Restaurant
&
Hospitality
Sen?ment,
as
related
to
industry
context,
is
also
added
into
the
influence
equa?on.
•
Over
120
points
of
measurement
on
brand
influence
•
Combined
influence
from
various
trusted
partners
•
Historical
Influence
to
track
performance
SENTIMENT
Engagement
scoring
looks
into
how
a
brand
engages
with
its
current
social
audience,
as
well
as
those
who
may
not
call
themselves
‘fans’
or
‘followers,’
but
s?ll
interact
with
the
brand.
Engagement
scoring
also
reveals
social
audience
growth
and
effec?veness
of
engagement
within
that
audience
and
extended
reach
audience.
•
Tracking
16
plaorms
•
Tracking
6,000
+
restaurant
&
hospitality
brands
•
Historical
comparison
•
Approaching
50
Million
Restaurant
Consumers
ENGAGEMENT ><
3For
the
Full
Report
Visit
www.rsmindex.com
Wednesday, June 12, 13

4. PRIMARY
PATH
ENGAGEMENT
06/28/12
Engagement
Impact
=
PredicGve
Analysis
AMBIENT
ENGAGEMENT
Ambient
engagement
is
any
engagement
that
is
driven
by
the
target.
Though
it
can
be
influenced
by
the
brand
it
appears
unsolicited
to
others.
Primary
path
is
set
in
mo?on
by
an
outbound
or
solicited
message
to
social
and
digital
plaorms.
IMPACT
ENGAGEMENT
This
is
the
engagement
where
conversa?ons
spark
from
either
of
the
two
other
types
of
engagement.
When
achieved
impact
on
revenue
and
brand
top
of
mind
state
is
considered
to
be
at
its
highest.
4
PPE AE IE
SMALLER
IMPACT
LESS
DIRECT
ACTION
BETTER
IMPACT
AND
OVERALL
VIRAL
SPREAD
HIGH
IMPACT
AND
DIRECT
RESPONSE
OF
THIS
CONVERSATION
LAYER
For
the
Full
Report
Visit
www.rsmindex.com
Wednesday, June 12, 13

5. 5/1/2013
><
Digital
Brand
Impact
From
Social
MOBILE
ENGAGEMENT
Loca?on
based
ac?ons
have
slowed
on
inten?onal
check-­‐ins
but
has
increased
over
210%
vs
this
?me
last
year
in
the
Top
250
brands.
LOCATION
BASED
ACTIONS
SOCIAL
GROWTH
IN
2013
Growth
in
Social
has
increased
more
than
35%
over
this
same
period
last
year
in
social
restaurant
consumers.
Mobile
engagement
across
the
top
6,000
restaurant
brand
has
increase
300+%
from
this
?me
last
year.
><
5
35%
210%
300%
For
the
Full
Report
Visit
www.rsmindex.com
Wednesday, June 12, 13

6. 06/28/12
Q1
Top
10
Overall
Social
Brands
Ranked
from
more
than
48
million
U.S.
Restaurant
consumers
and
over
6,000
brands
the
RSMI
is
the
leading
source
for
Social
Metrics
for
restaurant
&
Hospitality.
6
1 Taco Bell 245.36
2 McDonald's 244.72
3 Wendy’s 244.47
4 Starbucks 238.92
5 Buffalo Wild Wings 229.20
6 Jimmy John's 228.20
7 Red Mango 227.46
8 Pizza Hut 226.22
9 Subway 225.37
10 Hard Rock Cafe 223.43
For
the
Full
Report
Visit
www.rsmindex.com
Wednesday, June 12, 13

7. 06/28/12
>
Q1
Top
10
Most
Loved
Brands
Ranked
from
more
than
48
million
U.S.
Restaurant
consumers
and
over
6,000
brands
the
RSMI
is
the
leading
source
for
Social
Metrics
for
restaurant
&
Hospitality.
>
7
1 Chipotle 78.93
2 Noodles & Company 78.92
3 Shake Shack 76.99
4 Chick-fil- A 76.39
5 Starbucks 75.02
6 Taco Bell 75.02
7 Wendy’s 74.93
8 Panera Bread 74.92
9 Buffalo Wild Wings 73.99
10 Bonefish Grill 73.99
For
the
Full
Report
Visit
www.rsmindex.com
Wednesday, June 12, 13

8. 06/28/12
>
Q1
Top
10
Mobile
Engaged
Brands
Sen?ment
scores
are
a
key
indicator
to
performance.
In
the
RSMI
we
track,
food,
service
and
brand
across
more
than
80,000
industry
terms.
>
8
1 Red Mango 83.49
2 Einstein Bros Bagels 82.33
3 Panera Bread 82.04
4 Buffalo Wild Wings 81.34
5 Dunkin' Donuts 80.93
6 Sweet Green 80.47
7 Sonic Drive-in 79.84
8 Freshii 78.94
9 Tijuana Flats 78.92
10 Chipotle 78.88
For
the
Full
Report
Visit
www.rsmindex.com
Wednesday, June 12, 13

9. 06/28/12
>
Q1
Top
10
LocaGon
Based
Brands
VenueTrak
is
the
compelling
part
of
the
RSMI
with
more
than
3.5
billion
Loca?on
Based
Ac?ons
across
50
million
U.S.
Consumers
we
track
density,
frequency,
return
and
cross
compe??ve
for
more
than
6000
brands.
9
1 Chipotle 82.91
2 Subway 80.99
3 Wendy’s 79.85
4 Starbucks 78.49
5 Tijuana Flats 77.91
6 Taco Bell 77.57
7 Buffalo Wild Wings 75.80
8 Panera Bread 75.33
9 Raising Cane's 75.03
10 Jimmy John's 75.03
For
the
Full
Report
Visit
www.rsmindex.com
Wednesday, June 12, 13

10. 06/28/1206/28/1206/28/12
Sen?ment
slides
or
enhanced
engagement
have
proven
to
be
highly
accurate
in
the
impact
on
sales
and
compe??ve
pressures
from
the
marketplace.
While
sen?ment
is
the
most
prominent,
engagement
can
have
a
similar
impact
providing
that
it
reaches
the
Impact
Engagement
phase
when
consumers
begin
the
conversa?on
on
their
own.
<
Engagement
and
SenGment
Q1
PredicGve
-­‐4.5
-­‐2.3
0
2.3
4.5
6.8
9.0
-­‐2.10
1.40
-­‐2.50
4.30
6.70
8.40
Service Food Overall
2012 2013
<
10
INDICATORS
OF
SALES
OR
CROSS
COMPETITIVE
561
MM
498
MM
2012/2013
REVENUE
COMPARISON
LOCATION
BASED
ACTION
COMPARISON
UP
3.2%
YOY
2011
UP
38%
YOY
2012
LocaGon
Based
Social
AcGons
Driving
Revenue
For
the
Full
Report
Visit
www.rsmindex.com
Wednesday, June 12, 13

11. 06/28/12
RSMI
CapabiliGes
SERIVCES
Insights
and
understanding,
based
on
“big
data”,
are
the
real
measure
of
any
business
today.
If
you
can’t
track
it,
you
can’t
measure
it.
Social
Insights
works
on
what
we
call
“Creden_als”,
the
detailed
tracking
of
social
consumers
rela_ve
to
both
your
organiza_on
and
the
compe__ve
ecosystem.
We
provide
Creden_als
that
illuminate
every
facet
of
your
business,
from
real-­‐_me
data
scraped
across
millions
of
social
consumers,
oben
seeing
business
intelligence
measures
before
you
or
your
compe_tors
do.
Harness
the
power
of
Social
Insights
for
immediate
ac_onable
data.
11For
the
Full
Report
Visit
www.rsmindex.com
Wednesday, June 12, 13

12. 06/28/12
Contacts
ABOUT
DigitalCoCo,
is
the
designer
and
creator
of
the
Restaurant
Social
Media
Index
and
has
spent
more
than
20
years
studying
the
restaurant
&
hospitality
ver?cal.
Founder
Paul
Barron
has
been
credited
with
pioneering
the
50
billion
Fast
Casual
Restaurant,
a
2013
Top
50
Forbes
Power
Influencer
and
the
Restaurant
Innovator
of
the
year
in
2012.
Additonaly
he
is
the
author
of
the
best
selling
book
“Chipotle
Effect”
PHONE:
954-­‐416-­‐3028
FAX:
954-­‐416-­‐3027
EMAIL:
hello@digitalcoco.com
WEB:
www.digitalcoco.com
12For
the
Full
Report
Visit
www.rsmindex.com
Wednesday, June 12, 13

13. 06/28/12
Presented
by
For
the
Full
Report
Visit
www.rsmindex.com
<
13
Wednesday, June 12, 13