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SOCIAL MEDIA SUPPLEMENT: Fast-food accounts and examples of campaigns targeted to teens and Hispanic and Black youth

Authors: Frances Fleming-Milici, PhD Lindsay Phaneuf, MPH Hebaq Elmi Jennifer L. Harris, PhD, MBA Targeted Definitions Targeted fast-food The 12 fast-food restaurants selected for this analysis had total spending of more restaurants than $60 million in 2019, and: ■ Ranked in the top-ten in advertising spending on Spanish-language TV and/or Black- targeted TV, ■ Promoted digital (mobile apps and ) in TV ads, and/or ■ Ranked in the top-ten in spending on digital advertising. Black-targeted Restaurants that ranked in the top-ten in advertising spending on Black-targeted TV channels. Hispanic-targeted Restaurants that ranked in the top-ten in advertising spending on Spanish-language TV. High digital ad Restaurants that ranked in the top-ten in spending on digital advertising. spending

Fast Food FACTS 2021 documents advertising spending and youth exposure to TV advertising for all fast- food restaurants in 2019, including detailed analyses of the 27 top fast-food advertisers. This supplement documents the number of follower/subscribers to restaurants’ social media accounts and provides examples of social media campaigns that targeted teens and/or Hispanic and Black youth. All restaurants had , , , and YouTube social media accounts as of March 2021. Twenty-three restaurants also had TikTok accounts (Table 1).

Table 1. Fast-food restaurant social media accounts

Facebook Twitter Instagram YouTube TikTok Followers Followers Followers Subscribers Followers Restaurant (000) (000) (000) Videos (000) (000) McDonald’s 80,819 3,700 3,900 180 462 767 KFC 56,371 1,400 1,600 60 440 342 35,540 10,900 18,000 584 312 1,300 Hut 32,300 1,600 1,800 41 83 146 23,128 2,300 1,300 18 92 196 Domino’s 21,356 1,300 1,700 49 250 16 Dunkin’ 15,882 1,200 2,200 272 44 2,300 11,468 507 618 5 13 No official account Bell 9,762 1,900 1,400 72 114 547 8,490 1,900 1,900 72 108 584 Wendy’s 8,045 3,800 1,000 49 97 1,500 Chick-fil-A 7,631 1,100 1,800 296 52 106 Chipotle 3,302 1,000 1,000 49 97 1,500 Papa John's 6,320 646 598 18 Hidden 33 4,608 326 427 30 16 145 Sonic 4,449 387 586 40 44 No official account Jimmy John's 3,261 459 141 138 5 18 Arby's 3,103 843 380 6 29 602 2,945 452 496 59 11 5 Culver's 2,174 49 98 80 7 26 Zaxby's 1,312 101 113 29 5 25 Carl's Jr. 1,284 106 191 5 70 168 1,222 114 212 33 25 25 Hardee's 1,158 74 72 4 13 0.6 Cicis Pizza 1,093 9 31 10 4 No official account 927 239 420 17 13 13 Checkers/Rally's 492 27 76 13 4 No official account

Source: Rudd Center analysis of social media accounts, data collected March 2021

FAST FOOD FACTS 2021 2 We examined social media activity for 12 fast-food restaurants that to Hispanic or Black youth and/or had relatively high levels of digital advertising.

Table 2. Targeted fast-food restaurants

Advertised Total ad Spanish- Black- digital offerings spending language TV targeted TV Digital ad (mobile apps Restaurant ($ mill) ad spendinga ad spendingb spendingc or websites)d McDonald’s $776.8 ✔ ✔ ✔ ✔ Domino’s $441.6 ✔ ✔ ✔ $377.5 ✔ ✔ ✔ Burger King $348.8 ✔ ✔ Subway $250.5 ✔ ✔ ✔ Wendy’s $247.0 ✔ ✔ ✔ ✔ KFC $200.5 ✔ ✔ ✔ $194.6 ✔ ✔ ✔ Dunkin’ $186.6 ✔ ✔ Chick-fil-A $119.4 ✔ ✔ Chipotle $69.4 ✔ Starbucks $66.6 ✔ ✔

a Ranked in the top-ten in ad spending on Spanish-language TV b Ranked in the top-ten in ad spending on Black-targeted TV c Ranked in the top-ten in ad spending on digital media d TV advertising featured digital offerings (mobile apps and )

FAST FOOD FACTS 2021 3 McDonald's MCDONALD’S In 2019, McDonald’s ranked first in total advertising spending ($776.8 mill), Spanish-language TV ad spending ($66.0 mill), and digital ad spending ($39.3 mill). The restaurant advertised its mobile ordering app and spent $11.6 million to advertise on Black-targeted TV (#2 among the 27 top fast-food advertisers).

Social media accounts

Facebook Twitter Instagram YouTube TikTok Followers Followers Followers Subscribers Followers Restaurant (000) (000) (000) Videos (000) (000) McDonald’s 80,819 3,700 3,900 180 462 767 McDonald’s ranked number-one on Facebook (followers) and YouTube (subscribers). It also ranked in the top-five for followers on Instagram (#2), Twitter (#3), and TikTok (#5).

In a collaboration with popular rapper Travis Scott, McDonald’s launched the “Travis Scott Meal” (Quarter Pounder with cheese, fries with dipping sauce, and a Sprite) for a limited time. The campaign was so successful the restaurant experienced a shortage of Quarter Pounders.1

McDonald’s also partnered with Latin pop star J Balvin, introducing the “J Balvin Meal” (, medium fries with ketchup, and an Oreo McFlurry). Both campaigns were advertised across multiple social media accounts and helped McDonald’s reconnect with younger audiences (i.e., consumers ages 11-24).2

FAST FOOD FACTS 2021 4 McDonald's

In 2019, McDonald’s sponsored Latin Music Week – “Latin music’s leading series of Q&As, panels, and showcases” that lead up to the Billboard Latin Music Awards.3 The four-day event was promoted on Instagram.

McDonald’s collaborated with artists Teyana Taylor and Juice WRLD to host “Beat of My City” – a free concert series with the goal of raising funds for local non-profits in underserved Black communities.4 The initiative was promoted on Facebook, Instagram, and Twitter.

McDonald’s YouTube account featured video advertisements in multiple languages. Spanish- language videos were among the most popular. This one had over 1.7 million views.5

FAST FOOD FACTS 2021 5 Domino's DOMINO’S In 2019, Domino’s ranked number-two in total advertising spending ($441.6 mill). The restaurant also ranked number-one in ad spending on Black-targeted TV and number-two in ad spending on Spanish- language TV. Domino’s dedicated 27% of its ad spending in 2019 to promote its website and mobile ordering app.

Social media accounts

Facebook Twitter Instagram YouTube TikTok Followers Followers Followers Subscribers Followers Restaurant (000) (000) (000) Videos (000) (000) Domino’s 21,356 1,300 1,700 49 250 16 Domino’s ranked fourth on YouTube (subscribers) and sixth on Facebook (followers), and in the top-ten on Instagram (#7) and Twitter (#9).

Domino’s promoted free pizza giveaways on Instagram and Twitter for National Pizza Day and Pi Day. Users who retweeted the post were entered into a contest to win free pizza for a year.6

Domino’s social media featured popular actor Jordan Fisher in a for the Domino’s Tracker to track your pizza delivery.

FAST FOOD FACTS 2021 6 Domino's

In 2020, Domino’s committed to contribute $3 million over the next three years to “organizations that make a difference in Black communities” with a focus on education, service, and opportunity.7 In a series of posts on Facebook, Instagram, and Twitter, the restaurant highlighted the non-profits that it supports including the Boris Lawrence Henson Foundation, BMe Community, and All Star Code.

Domino's YouTube account featured Spanish-language ads. This one promotes pizza, specialty , stuffed cheesy bread, and bread twists "de canela."

FAST FOOD FACTS 2021 7 Taco Bell TACO BELL Taco Bell spent $377.5 million to advertise in 2019 (#3 among all restaurants). The restaurant also ranked number-four in ad spending on Black-targeted TV and number-five in ad spending on Spanish-language TV. Taco Bell spent $3.3 million on digital advertising, ranking number-10.

Social media accounts

Facebook Twitter Instagram YouTube TikTok Followers Followers Followers Subscribers Followers Restaurant (000) (000) (000) Videos (000) (000) Taco Bell 9,762 1,900 1,400 72 114 547 Taco Bell ranked number-five on Twitter with 1.9 million followers and number-six on YouTube in number of subscribers. The restaurant also ranked in the top-ten on all other social media platforms.

In 2020, Taco Bell released an augmented reality (AR) Instagram filter called “Which Item?” that revealed to the user which popular item they were most like.8 There were eight menu items that users could be sorted into, including the Locos Taco and the Chicken

Actor Noah Centineo appeared in promotions for the “Build Your Own Cravings Box” on social media, including the Acting Challenge campaign on TikTok. Fans were encouraged to post videos of themselves participating in a scripted “meet-cute” with Centineo.9

FAST FOOD FACTS 2021 8 Burger King BURGER KING Burger King spent $348.8 million to advertise in 2019 (#4 among all restaurants). The restaurant ranked number-three in ad spending on Black-targeted TV and number-eight in ad spending on Spanish-language T V.

Social media accounts

Facebook Twitter Instagram YouTube TikTok Followers Followers Followers Subscribers Followers Restaurant (000) (000) (000) Videos (000) (000) Burger King 8,490 1,900 1,900 72 108 584 Burger King ranked number-four on Instagram and number-six on Twitter, and ranked in the top-ten on all other social media platforms.

In 2021, Burger King collaborated with Nintendo to offer a limited-edition “Super Mario Meal” (a , small fries, and a small fountain ). When customers ordered this meal through the BK Mobile App or online, they were entered for a chance to win a Nintendo Switch Prize Pack, which included a Nintendo Switch system and the new Super Mario game.10 The campaign was promoted on Facebook and Instagram.

FAST FOOD FACTS 2021 9 Burger King

In 2020, Burger King launched the Whopper Dance Challenge on TikTok. Users could get a Whopper sandwich for $1 if they posted a video of themselves doing the #WhopperDance on TikTok.

The promotion featured popular TikTok creators , Avani, and Nathan Davis Jr., who provided dance tutorials for users to imitate.11

Burger King partnered with GrubHub and the popular “Call of Duty Modern Warfare” in a 2019 promotion advertised on Facebook and Instagram. Users who ordered a “Burger Town” themed meal through GrubHub received codes for the video game, allowing them to unlock bonus in-game content.12

FAST FOOD FACTS 2021 10 Subway SUBWAY Subway spent $250.5 million to advertise in 2019 (#5 among all restaurants). The restaurant allocated $34.1 million (16% of its TV advertising budget) to advertising on Spanish-language TV (#3). Subway ranked number-two in digital ad spending ($11.5 million) and dedicated ad spending to promote its mobile ordering app.

Social media accounts

Facebook Twitter Instagram YouTube TikTok Followers Followers Followers Subscribers Followers Restaurant (000) (000) (000) Videos (000) (000) Subway 23,128 2,300 1,300 18 92 196 Subway ranked number-four on Twitter with 2.3 million followers, and number-five on Facebook with more than 23 million followers. On all other social media platforms Subway ranked in the top-ten.

Subway collaborated with NFL legend Deion Sanders to create a dance trend known as the “Footlong Shuffle” in an initiative to raise money for NFL Play 60 – a national youth health and wellness campaign that encourages kids to be physically active. The football star challenged NFL players and fans to do their version of the dance and post it on social media.13 The promotion appeared across multiple social media accounts.

FAST FOOD FACTS 2021 11 Subway

In another campaign with the NFL, Subway partnered with players Marshawn Lynch and Keenan Allen for the Pro Teen Awards – a program where high school football players could be nominated to win a $1,500 scholarship.14 The campaign was promoted on Facebook, Twitter, and TikTok.

Subway promoted the return of the $5 Footlong with social media marketing featuring a new version of the famous jingle sung by artist Charlie Puth.15 The campaign also featured the #SUBstepchallenge where actor Jordan Fisher and other TikTok influencers posted videos of themselves dancing to the updated $5 Footlong jingle.

During the 2019 NCAA Men’s Basketball Tournament, Subway ran a campaign on that included “Snap Ads, augmented reality (AR) Audience Lenses and Filters and a takeover of a channel in Discover.” The successful campaign led to a 13-point increase in brand favorability and a 17-point increase in brand affinity among Gen Z and millennials.16

FAST FOOD FACTS 2021 12 Wendy's WENDY’S Wendy’s spent $247.0 million to advertise in 2019 (#6 among all restaurants) and dedicated $31.6 million (14% of its TV advertising budget) to advertising on Spanish-language TV (ranking #4). Wendy’s ranked number-five in ad spending on Black-targeted TV and number-three in digital ad spending ($7.3 million). Ad spending was also dedicated to promoting Wendy's mobile ordering app.

Social media accounts

Facebook Twitter Instagram YouTube TikTok Followers Followers Followers Subscribers Followers Restaurant (000) (000) (000) Videos (000) (000) Wendy’s 8,045 3,800 1,000 49 97 1,500 Wendy’s had a significant presence on Twitter and TikTok, ranking number-two and number-four, respectively. The restaurant also ranked fifth in subscribers on YouTube.

Wendy’s created a character on the popular video game Animal Crossing that resembled its red-headed mascot. The restaurant streamed the game on its account17 – a video live streaming service – and used multiple social media accounts to promote streaming events.

In 2019, Wendy’s also created its own video game “Feast of Legends,” which featured products from the restaurant. The game was promoted across multiple social media platforms.

FAST FOOD FACTS 2021 13 Wendy's

Wendy’s partnered with Adult Swim, a popular TV network among young people, to promote the restaurant’s breakfast items. Social media marketing featured characters from the show “Rick and Morty.”18

In a promotion for Wendy’s Spicy Nuggets, popular TikTok creators like Ben Azelart were featured in videos using the hashtag #SpicySnap, in which they snapped their fingers and Spicy Chicken Nuggets appeared.19

Wendy’s YouTube account featured videos of Spanish-language advertisements. This video promoted Wendy's Breakfast and had over 800 thousand views.

FAST FOOD FACTS 2021 14 KFC KFC KFC spent $200.5 million to advertise in 2019, ranking eighth among all restaurants. The restaurant also ranked in the top-ten for Black-targeted TV ad spending (#9) and Spanish-language TV ad spending (#7), and spent $6.4 million on digital advertising (#4).

Social media accounts

Facebook Twitter Instagram YouTube TikTok Followers Followers Followers Subscribers Followers Restaurant (000) (000) (000) Videos (000) (000) KFC 56,371 1,400 1,600 60 440 342 KFC had a significant presence on Facebook and YouTube, ranking second in followers and subscribers on these platforms and in the top-ten on Twitter, Instagram, and TikTok.

In a campaign with the shoe company Crocs, KFC released the KFC X Crocs Bucket Clogs, which featured charms to decorate the shoe that smelled like . The promotion was advertised across multiple social media accounts and successfully reached teen audiences. Crocs’ presence on TikTok contributed to its popularity among teens.20

FAST FOOD FACTS 2021 15 KFC

In the “Buckets on Buckets” campaign, KFC collaborated with Overtime – a popular sports social media account – to sponsor a series of interviews with professional basketball players. The campaign featured NBA Star J.J. Redick and was promoted on Facebook, Instagram, and Twitter.21

In 2019 KFC's social media marketing featured a CGI (-generated imagery) version of Colonel Sanders as a virtual influencer. The character, a modern take on the Colonel’s original look, promoted the restaurant on Instagram.22

KFC created an anime-style video game featuring Colonel Sanders that was promoted on social media,23 and in 2019 it promoted the Colonel Sanders Funko Pop! Ad Icons collectible figure on Facebook, Instagram, and Twitter.

FAST FOOD FACTS 2021 16 Pizza Hut PIZZA HUT Pizza Hut spent $194.6 million to advertise in 2019 (#9 among all restaurants), ranking number eight in ad spending on Black-targeted TV. The restaurant allocated $6.3 million to digital advertising (ranking #6) and dedicated spending to its website (pizzahut.com).

Social media accounts

Facebook Twitter Instagram YouTube TikTok Followers Followers Followers Subscribers Followers Restaurant (000) (000) (000) Videos (000) (000) Pizza Hut 32,300 1,600 1,800 41 83 146 Pizza Hut ranked number-four on Facebook with more than 32 million followers and number-five on Instagram. It also ranked in the top-ten for followers on Twitter (#7) and subscribers on YouTube (#10).

In a nostalgia-driven campaign, Pizza Hut collaborated with Pac- Man to create a limited-edition pizza box that allows customers to play an augmented reality (AR) version of the classic arcade game on their phone.24

In another campaign on Instagram and Twitter, Pizza Hut offered a free medium pizza to Class of 2020 high school graduates.25

FAST FOOD FACTS 2021 17 Pizza Hut

In 2020, Pizza Hut partnered with Gravity Blanket to introduce the Original Pan Weighted Blanket. Within hours of being announced, the product sold out. The promotion tapped into the “self-care” trend that became increasingly popular among young people during the pandemic.26

In a partnership with , Pizza Hut advertised its new Beyond Italian Sausage Pizza. Popular comedian appeared in promotions on social media.

FAST FOOD FACTS 2021 18 Dunkin' DUNKIN’ Dunkin’ spent $186.6 million to advertise in 2019 (#10 among all restaurants), and ranked number-nine in digital advertising spending ($5.0 million). Dunkin’ also dedicated spending to advertise its mobile ordering app.

Social media accounts

Facebook Twitter Instagram YouTube TikTok Followers Followers Followers Subscribers Followers Restaurant (000) (000) (000) Videos (000) (000) Dunkin’ 15,882 1,200 2,200 272 44 2,300 Dunkin’ ranked number-one on TikTok. It was the only restaurant to have more than 2 million followers on this platform and one of two restaurants with more followers on its TikTok account than on its Instagram or Twitter accounts. Dunkin’ also ranked in the top-ten on all other platforms, including third on Instagram (followers) and YouTube (number of videos).

In 2020 Dunkin’ partnered with the most-followed person on TikTok - Charli D’Amelio. The 17-year-old former competitive dancer had over 112 million followers on the platform as of April 2021.27 The restaurant released a signature drink “The Charli” (cold brew coffee with whole milk and three pumps of caramel swirl, with 41 grams of sugar in a medium size) through promotions across Instagram, Twitter, and TikTok. The launch day set a record for the number of daily users on the Dunkin’ app.28

The campaign also featured a song and dance with the hashtag #CharliRunsOnDunkin on TikTok, as well as Dunkin’ merchandise promoted by the teen influencer.

FAST FOOD FACTS 2021 19 Dunkin'

Dunkin’ collaborated with iconic rapper Snoop Dogg in a promotion for its new Beyond Meat breakfast . As part of the campaign, the restaurant launched the "Beyond D-O-Double G Sandwich" (a Beyond Sausage patty with egg and cheese on a sliced glazed donut) which was inspired by the rapper's "passion for plant-based protein and love of glazed donuts.”29 The sandwich was promoted on Instagram, Twitter, and TikTok, along with Dunkin’ themed merchandise.

The Dunkin’ YouTube account features Spanish-language videos. This one had over 2.1 million views.

FAST FOOD FACTS 2021 20 Chick-fil-A CHICK-FIL-A Chick-fil-A spent $119.4 million to advertise in 2019 (#15 among all restaurants). The restaurant allocated a high proportion (18%) of its TV advertising budget to Spanish-language programming. It also spent $5.9 million on digital advertising (#7).

Social media accounts

Facebook Twitter Instagram YouTube TikTok Followers Followers Followers Subscribers Followers Restaurant (000) (000) (000) Videos (000) (000) Chick-fil-A 7,631 1,100 1,800 296 52 106 Chick-fil-A ranked second in number of videos on YouTube and sixth in number of followers on Instagram.

Chick-fil-A's YouTube account had Spanish- language videos. This one celebrated Hispanic Heritage month.

This Spanish-language video was part of of Chick-fil-A's #thelittlethings campaign (#laspequeñascosas) and profiled a young man's contribution to his community in Washington Heights, NY.

FAST FOOD FACTS 2021 21 Chick-fil-A

In 2020, Chick-fil-A announced a new focus for its annual True Inspiration Awards, committing to providing $5 million in grants to Black-led non-profits and groups serving the Black community.30

The restaurant promoted the campaign across social media accounts, and highlighted each of the award winners in a thread on Twitter.

FAST FOOD FACTS 2021 22 Chipotle CHIPOTLE Chipotle spent $69.4 million to advertise in 2019 (#19 among all restaurants). The restaurant allocated $2.2 million to digital advertising (#12) and promoted its mobile ordering app in ads.

Social media accounts

Facebook Twitter Instagram YouTube TikTok Followers Followers Followers Subscribers Followers Restaurant (000) (000) (000) Videos (000) (000) Chipotle 3,302 1,000 1,000 49 97 1,500 Chipotle had a notable presence on TikTok, ranking number-two with 1.5 million followers. Chipotle was one of two restaurants in this analysis with more followers on TikTok than on Twitter or Instagram. It also ranked number-eight in subscribers on YouTube.

Chipotle had a number of successful campaigns on TikTok. In 2019, Chipotle promoted the #GuacDance Challenge on National Avocado Day. The campaign encouraged “fans to put their own spin on Dr. Jean’s viral ‘Banana Dance’ with a gyrating tribute to guacamole” and featured influencers Loren Gray and Brent Rivera. The challenge led to a record-breaking digital sales day for the restaurant, generating 500 million impressions from 250,000 videos submitted by fans.31

Chipotle also launched the Lid Flip Challenge – a promotion for digital orders on Cinco de Mayo – alongside the launch of YouTube star ’s TikTok account, resulting in record-breaking sales and driving app downloads and delivery orders among Gen Zs. Fans posted videos of themselves flipping the lid onto a Chipotle bowl.32

FAST FOOD FACTS 2021 23 Chipotle

Chipotle partnered with NBA star Trae Young and popular YouTube celebrity Dude Perfect, to launch the “Trick Shot Challenge” on TikTok. To participate, users posted a video of themselves shooting a 53-foot shot and paired it with the original video of Young using the duet feature on the platform.33

In 2020, Chipotle partnered with Teen Vogue to host a virtual prom after-party for high schoolers during the Covid-19 pandemic. The event was hosted by popular YouTuber David Dobrik. It featured code giveaways, product drops, and AR lenses on Snapchat and Instagram that allowed teens to virtually take a picture with Dobrik. Users could also enter for a chance to win a $25,000 scholarship on Instagram. For the event, Chipotle also collaborated with DIY influencer Sophie Parker and e.l.f. Cosmetics to release a "burrito-inspired cosmetics set."34

FAST FOOD FACTS 2021 24 Starbucks STARBUCKS Starbucks spent $66.6 million to advertise in 2019 (#21 among all restaurants) and did not advertise on Spanish-language TV or Black-targeted channels. In contrast, Starbucks ranked number-five in digital advertising spending ($6.3 mill) and also advertised its mobile app on TV.

Social media accounts

Facebook Twitter Instagram YouTube TikTok Followers Followers Followers Subscribers Followers Restaurant (000) (000) (000) Videos (000) (000) Starbucks 35,540 10,900 18,000 584 312 1,300 Starbucks had a notable presence on social media, ranking among the top-three on all platforms analyzed. The restaurant ranked number-one in followers on Instagram and Twitter and in number of videos on YouTube, far surpassing all other restaurants on these measures. It also ranked third in followers on Facebook and TikTok and subscribers on YouTube.

In 2019 Starbucks partnered with Ariana Grande to promote the “Cloud Macchiato” on its social media accounts.35

Starbucks created Instagram filters to match users with their favorite drink.36 After one try users had the option to "Send To," which allowed users to send the filter directly to friends so they could try it out and send back their answers. Users could also hit "save effect" to make it available to use on selfies in the future.

FAST FOOD FACTS 2021 25 Starbucks

Starbucks also benefited from user-generated content on social media. Users’ posted reviews of Starbucks on TikTok with #Starbucks or specific Starbucks' drink names.37

In July of 2019 Starbucks promoted its youth-oriented time- limited Tie-Dye Frappuccino, with 39 grams of sugar in a “Tall” and 75 grams of sugar in a "Venti."

FAST FOOD FACTS 2021 26 METHODS To identify examples of campaigns targeted to teens and/or Black and Hispanic youth we conducted Twelve fast-food restaurants were selected for this searches using the restaurant names plus the analysis. Each had total advertising spending of more following terms. than $60 million in 2019, and: ■ Most popular social media campaigns; ■ Ranked in the top-ten in advertising spending on ■ Viral social media campaigns; and Spanish-language TV and/or Black-targeted TV; ■ Social media marketing. ■ Promoted digital (mobile apps and websites) in its ads; and/or We also identified campaigns by conducting searches ■ Ranked top-ten in spending on digital advertising. that included the restaurant names plus the names of online publications that cover media and advertising, To document social media followers/subscribers, we including: identified restaurant accounts on five popular social ■ (“The Shorty Awards honor the best media platforms: Facebook, Twitter, Instagram, TikTok of social media by recognizing the influencers, and YouTube. and organizations on Facebook, Twitter, ■ First, we identified all links to these platforms from YouTube, Instagram, TikTok, and more.”38); restaurant or parent company websites in February ■ OMMA (Online marketing award sponsored by 2021. MediaPost); and ■ We then searched within each of the five social ■ Trade press, including MediaPost, Adage, media platforms using the fast-food restaurant name Mediaradar.com, and Forbes. as the keyword. ■ We excluded the following accounts from the final We excluded campaigns that explicitly stated the analysis: promotion was for ages 18 or older and those that › Facebook and Twitter accounts with less than launched prior to 2019. Therefore, all examples were 10,000 followers; for campaigns that occurred between January 2019 › Accounts not created or managed by the brand or and March 2021. company (e.g., Facebook community pages); This analysis supplements Fast Food FACTS 2021, › Accounts that had not been updated with posts or which provides detailed information on advertising tweets since December 1, 2019; and spending, TV advertising exposure, and TV advertising › Accounts for non-U.S. users or with the majority of targeted to Black and Hispanic children and teens for content in a language other than English. all fast-food restaurants in 2019.

For all social media accounts identified above, we noted the following metrics as of March 2021: ■ Followers on Facebook, Twitter, Instagram, and TikTok; ■ Subscribers on YouTube; and ■ Number of videos on YouTube (indicated when YouTube channel is searched for videos).

For the full report, visit: https://uconnruddcenter.org/research/food-marketing/facts/

This research was funded by a grant from the Robert Wood Johnson Foundation (RWJF). The views expressed in this report do not necessarily reflect the views of the Foundation.

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Mordisco Siempre | Regresó el McRib® | McDonald's. https:// facebook.com/KFC/videos/710455409872410 www.youtube.com/watch?v=-twTxrPgcEI 22. Digital Agency Network. Digital Agency Network. Meet KFC’s 6. Johnson LE (2021, Feb 8). DesertNews. It's National Pizza Day. New Computer-Generated Virtual-Influencer, Colonel. https:// Here’s where you can get deals. https://www.deseret.com/ digitalagencynetwork.com/meet-kfc-new-computer-generated- entertainment/2021/2/8/22273296/national-pizza-day-2021- virtual-influencer-colonel/ where-to-get-deals-at-papa-johns-dominos-and-more 23. KFC YouTube Channel. (2019, Sep 24). KFC I Love You, Colonel 7. Allison R (2020, Jun 12). A Letter to Domino's Team from Ritch Sanders! A Finger Lickin’ Good Dating Simulator. Available Now! Allison, CEO of Domino's Pizza, Inc. https://media.dominos.com/ https://www.youtube.com/watch?v=sJbF6k-e4-s letters/ceo-letter/ 24. Petridou C (2021, Mar 21). designboom. New limited edition 8. Walsh L (2020, Jan 13). 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Buy a “Super Mario prnewswire.com/news-releases/dairy-farmers-and-pizza-hut- Meal” at BK for a Chance to Win a Nintendo Switch. https:// team-up-to-celebrate-the-high-school-class-of-2020-with-500- thepopinsider.com/news/nintendo-burger-king-collab/ 000-free-pizzas-301064173.html 11. Cohen D (2020, Jun 18). Adweek. Burger King Teams Up With 26. YPulse (2020, Nov 30). Ypulse. These 3 Marketing Stunts TikTok on Whopper Dance Challenge. https://www.adweek.com/ Were Major Wins This Month. https://www.ypulse.com/ performance-marketing/burger-king-teams-up-with-tiktok-on- article/2020/11/30/these-3-marketing-stunts-were-major-wins- whopper-dance-challenge/ this-month/ 12. Business Wire (2019, Oct 24). BURGER KING® Restaurants 27. Kelly E (2021, Apr 27). Newsweek. The 20 Top TikTokers with the Teams up With Call of Duty®: Modern Warfare® https:// Most Followers. https://www.newsweek.com/tiktok-stars-most- www.businesswire.com/news/home/20191024005218/en/ followers-1583632 BURGER-KING%C2%AE-Restaurants-Teams-up-With-Call-of- 28. Weiss G (2020, Sep 23). Tubefilter. Charli D’Amelio Sells Duty%C2%AE-Modern-Warfare%C2%AE Hundreds Of Thousands Of Signature Dunkin’ Drinks, 13. Struble C (2020, Sep 20). Fansided. Subway and Deion Triggers 57% Spike In App Downloads. https://www.tubefilter. Sanders want you to do the Footlong Shuffle. https://foodsided. com/2020/09/23/charli-damelio-dunkin-donuts-sales-app- com/2020/09/20/subway-deion-sanders-footlong-shuffle/ downloads/ 14. Smith C (2021, Jan 28). SI. Seahawks Legend Marshawn 29. Valinsky J (2020, Jan 13). CNN. Snoop Dogg made a sandwich Lynch, SUBWAY Team Up to Help High School Standouts for Dunkin'. It comes with a donut bun. https://www.cnn. Go Pro. https://www.si.com/nfl/seahawks/news/seahawks- com/2020/01/13/business/dunkin-donuts-beyond-meat-snoop- legend-marshawn-lynch-subway-team-up-to-help-high-school- dogg/index.html standouts-go-pro 30. Chick-Fil-A (2020, Jun 18). Chick-fil-A, Inc. Announces New 15. Collins R (2020, Jun 19). Adweek. Subway's CMO Serves Up Focus for Annual True Inspiration Awards. https://thechickenwire. Insights on the Return of the $5 Footlong. https://www.adweek. chick-fil-a.com/news/chick-fil-a-inc-announces-new-focus-for- com/commerce/subways-cmo-serves-up-insights-on-the-return- annual-true-inspiration-awards?fbclid=IwAR3AaJ0Y50Ifxuc2zRk of-the-5-footlong/ 5iUCuLLNFN8XASY8RhoKVuVUlAAfKhDmb9gUeR88 16. Williams R (2020, Jan 31). MarketingDive. Snapchat touts how 31. Shorty Awards. Summer of Chipotle on TikTok. https:// it helps brands like Subway engage Gen Z sports fans. https:// shortyawards.com/12th/summer-of-chipotle-on-tiktok www.marketingdive.com/news/snapchat-touts-how-it-helps- 32. 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FAST FOOD FACTS 2021 28 33. Williams R (2020, Oct 7). Marketingdive. Chipotle continues 36. Saad SK (2020, Feb 3). Bustle. Starbucks' New Instagram Filter tapping TikTok with trick shot challenge. https://www. Matches You With Your Perfect Drink. https://www.bustle.com/p/ marketingdive.com/news/chipotle-continues-tapping-tiktok-with- how-to-use-starbucks-instagram-filter-to-get-matched-with-a- trick-shot-challenge/586528/ drink-21769397 37. Morillo A (2021, Apr 12). Delish. 10 Starbucks Drinks Going Viral on TikTok That Are Totally Worth Trying Out. https://www.delish. 34. Williams R (2020, May 11). Marketingdive. Chipotle, Axe com/kitchen-tools/a36041029/tiktok-starbucks-drinks/ host virtual prom events for homebound teens. https://www. marketingdive.com/news/chipotle-axe-host-virtual-prom-events- 38. Shorty Awards. An Introduction to the Shorty Awards. www. for-homebound-teens/577639/ Shortyawards/about 35. Maynard M (2019, Mar 6). Forbes. Can Ariana Grande Help Starbucks Score A Hit With The Cloud Macchiato? https:// www.forbes.com/sites/michelinemaynard/2019/03/06/a-melted- -espresso-ariana-grande-the-starbucks-cloud- macchiato/?sh=4995ab812bb4

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