MomentFeed Index: Restaurant Instagram Report Q2 2013 MomentFeed Index: Restaurant Instagram Report, Q2 2013 MomentFeed.com Overview Instagram has quickly become one of the most popular social tools for consumers. With 130 For restaurant brands specifically, the visual storytelling that Instagram enables represents a million monthly active users taking 45 million photos per day as of August 2013, the “fast, tremendous opportunity in 2013 and beyond as customers capture their experiences in real beautiful and fun way to share your life with friends through a series of pictures” has created a time and share them with the world through the Instagram app. Several restaurants are off to a way for anyone to create visual content about their experiences and share their moments. great start, and this report takes a closer look at these brands. For brands, Instagram represents a new marketing channel in a number of ways. In addition Based on data captured by the MomentFeed marketing platform for 65 top restaurant brands, to taking photos themselves, brands can leverage content created by customers and fans the report breaks down Instagram performance in terms of total number of photos, average by, for example, sharing customer photos across other channels such as Facebook to reach number of photos per location, and photos as a percentage of check-ins. The report only additional fans. The comment feature also enables direct communication with customers. counts Instagram photos that have been explicitly place-tagged to a restaurant’s location between April 1 and June 30, 2012. MomentFeed Index: Restaurant Instagram Report, Q2 2013 MomentFeed.com Total Number of Instagram Photos 1. 2. 3. The total number of Instagram photos taken across locations for each restaurant brand provides an overview of how attractive consumers find these brands and their experiences with the brands for photo taking. These totals include place-tagged photos (photos tagged to a specific 109,054 27,880 19,197 location of each brand). Starbucks Cheesecake Factory Applebee’s 4. 5. 6. 7. 8. 9. 10. 11. 12. 18,848 16,914 14,636 13,269 12,539 12,444 12,324 12,201 12,630 In-n-Out Chili’s Buffalo Wild Wings Olive Garden TGI Friday’s Denny’s McDonald’s Hooters Panera Bread 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 10,980 9,937 9,847 9,540 9,426 9,332 8,664 8,241 7,873 7,864 Qdoba Mexican Grill Chipotle Hard Rock Cafe Outback Steakhouse Dave & Buster’s Dunkin Donuts Texas Roadhouse Taco Bell P.F. Chang’s Dairy Queen 23. 24. 25. 26. 27. 28. 29. 30. 31. 32. 33. 7,164 6,915 6,797 6,777 6,572 6,525 6,246 6,158 5,535 4,231 3,746 BJ’s Chick-fil-A Red Lobster Burger King Sonic Drive-In CPK Red Robin Yogurtland Subway Johnny Rockets Margaritaville 34. 35. 36. 37. 38. 39. 40. 41. 42. 43. 44. 45. 46. 47. 3,694 3,690 3,401 3,165 3,162 3,135 2,978 2,956 2,807 2,339 2,298 2,202 2,165 2,165 Wendy’s CBTL Jamba Juice Jack in the Box Pizza Hut Chevy’s KFC Wingstop Famous Dave’s Macaroni Grill Fox & Hound Arby’s Bonefish Grill Five Guys 48. 49. 50. 51. 52. 53. 54. 55. 56. 57. 58. 59. 60. 61. 62. 63. 64. 65. 1,958 1,501 1,542 1,539 1,414 1,393 1,360 1,303 973 922 845 674 514 498 486 452 362 193 Islands Fleming’s Moe’s Capital Grille Domino’s Carl’s Jr. White Castle Seasons 52 Del Taco Popeyes Rubio’s El Pollo Loco Cinnabon Baja Fresh Eddie V Firehouse Subs Zoe’s Kitchen Polly’s Pies MomentFeed Index: Restaurant Instagram Report, Q2 2013 MomentFeed.com Average Number of Instagram Photos Per Location 1. 2. 3. Given the significant difference in number of locations among the restaurant brands – some 249.73 182.36 e 159.77 with less than a hundred and others with thousands of locations – averaging the total number of Instagram photos across each brand’s locations allows for a more direct comparison between the restaurants. ock Caf d R Margaritaville Har Dave & Buster’s 4. 5. 6. 7. 8. 9. 10. 11. 12. 149.09 100.91 69.81 56.65 44.20 39.17 36.94 34.02 32.75 Cheesecake BJ’s In-n-Out Seasons 52 Eddie V P.F. Chang’s Islands Yogurtland Capital Grille Factory 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 27.53 24.90 24.78 22.72 21.71 20.97 20.85 20.61 20.28 19.68 California Pizza Hooters Fleming’s Chevy’s Texas Roadhouse TGI Fridays The Coffee Bean Buffalo Red Ronin Qdoba Kitchen Steakhouse & Tea Leaf Wild Wings 23. 24. 25. 26. 27. 28. 29. 30. 31. 32. 33. 18.24 17.01 14.85 14.44 13.75 13.22 12.18 12.06 10.15 10.14 9.67 Fox & Hound Olive Garden Famous Dave’s Bonefish Grill Chili’s Johnny Rockets Outback Polly’s Pies Chipotle Starbucks Red Lobster Steakhouse 34. 35. 36. 37. 38. 39. 40. 41. 42. 43. 44. 45. 46. 47. 9.50 8.63 8.15 8.08 7.31 5.65 5.40 5.33 4.29 4.09 3.62 3.39 1.99 1.68 Applebee’s Macaroni Grill Panera Bread Denny’s Jamba Juice Wingstop Zoe’s Kitchen Chick-fil-A Rubio’s Five Guys Moe’s Southwest White Castle Sonic Drive-In Del Taco Grill 48. 49. 50. 51. 52. 53. 54. 55. 56. 57. 58. 59. 60. 61. 62. 63. 64. 65. 1.62 1.54 1.52 1.51 1.46 1.32 1.27 1.06 1.04 0.82 0.80 0.66 0.60 0.53 0.51 0.40 0.35 0.29 Dairy Queen El Pollo Loco McDonald’s Dunkin’ Donuts Baja Fresh Taco Bell Carl’s Jr. Cinnabon Firehouse Burger King Jack in Wendy’s Subways Popey’s Pizza Hut KFC Arby’s Domino’s Subs the Box Chicken MomentFeed Index: Restaurant Instagram Report, Q2 2013 MomentFeed.com Instagram Photos as a Percentage of Check–Ins 1. 2. 3. MomentFeed has identified a strong correlation (0.90) between check-ins and sales, which makes check-ins a fair representation of foot traffic across locations. A closer look at Instagram photos as a percentage of check-ins (Facebook and Foursquare check-ins combined) therefore gives an idea of how many of a restaurant’s customers takes photos when they visit. 30.08% 27.42% 20.12% 4. 5. 6. 7. 8. 9. 10. 11. 12. 19.14% 19.08% 19.01% 17.88% 17.02% 15.95% 14.83% 14.51% 12.17% 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 12.15% 12.15% 12.07% 9.98% 9.25% 8.14% 6.94% 6.82% 6.66% 6.27% 23. 24. 25. 26. 27. 28. 29. 30. 31. 32. 33. 6.03% 5.95% 5.81% 5.59% 5.49% 5.49% 4.84% 4.81% 4.63% 4.36 4.31% 34. 35. 36. 37. 38. 39. 40. 41. 42. 43. 44. 45. 46. 47. 4.28% 4.25% 4.10% 4.08% 4.03% 3.89% 3.79% 3.71% 3.67% 3.57% 3.54% 3.45% 3.41% 3.35% 48. 49. 50. 51. 52. 53. 54. 55. 56. 57. 58. 59. 60. 61. 62. 63. 64. 65. 3.28% 3.25% 3.22% 3.02% 2.99% 2.96% 2.59% 2.44% 2.16% 1.98% 1.96% 1.95% 1.93% 1.81% 1.71% 1.64% 1.41% 1.19% MomentFeed Index: Restaurant Instagram Report, Q2 2013 MomentFeed.com The Winners How to Maximize the Instagram Opportunity With different winners in each category, no clear overall winner was crowned, but the category Customers Sharing Their Photos winners all saw impressive engagement levels. Having customers take Instagram photos at restaurants (or at any other brick-and-mortar brand’s locations) is valuable for more than one reason. First, these photos are typically shared Not surprisingly, Starbucks won in terms of total photos with 109,054 place-tagged Instagram with all the customer’s friends, often across multiple channels like Facebook and Twitter in photos across all U.S. locations, up from 107,454 the previous quarter. However, The Coffee addition to Instagram itself, which can create a significant number of impressions. Bean & Tea Leaf is still seeing twice as many photos per location and three times the amount of photos as a percentage of check-ins. Brands Sharing Customer Photos The other part of the value is unlocked when brands take actions on these photos. Recognizing that Instagram photos from customers can be highly compelling for others to see as well, brands can share these photos to the rest of their fans across other channels like their local Facebook pages. That way they are sharing authentic, locally relevant content on which they can generate additional earned media when other fans like and share that content. Brands Connecting Directly with Customers An Instagram photo tagged to a restaurant’s location also creates a starting point for the brand New entrant Margaritaville crushed the competition in terms of average number of photos per to connect directly with a customer. So in addition to sharing a great photo on Facebook, the location. Comparing to previously unpublished data from Q1, they went from 144.82 photos per brand can also thank the customer for the photo by commenting on it, which customers find location on average to 249.73 in Q2.