If 'convenience' was a chess piece, think of it as a Queen or a Rook. It's the top trump. No matter how many consumer research groups, documentaries, and general bad publicity fast food retailers have constantly biting at their ankles, the 'proof is in the pudding'; convenience prevails. I guess the masses are just too damn busy (and hungry) to care.
And that is what amazes me. I actually almost admire the fast food industries ability to constantly re-invent / re-position themselves, and prevail despite the constant surge of negativity around them.
Social Media, education and customer service plays a major part in some of the major fast food retail brands strategies, especially where the brands can now be publicly attacked, and their responses are open to the world to see.
Subway lead the way...
Below is an interesting infographic by Pivotcon that looks at the top 20 fast food retail brands on social media.Interestingly, Subway leads the way in social media ahead of the likes of McDonalds and Pizza Hut with almost 1 million followers on Twitter and over 20 million on Facebook. Yet despite them having one of the largest social followings amongst their industry peers, they still manage to respond to 54% of people within 15 minutes. Quiet impressive and clearly a big part of their overarching marketing strategy.
It would be an interesting study to evaluate how these social media stats stack up against the fast food chains sales, revenue, profit, and number of locations. Full fast food industry report taken mid 2012 can be found here.
Si Muddell is a Digital Strategist who has worked extensively both agency and client side. Si is fascinated about marketing, psychology & what motivates people, and loves guitar, surfing and travelling.
Get connected with Si on Google+, Twitter, LinkedIn & Facebook
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