Data gathered from May 20 – July 20, 2013

The Platform

Unmetric monitors over 10,000 brands across 30 sectors and all major countries.

We analyze data from:

Is Your Brand Social Enough?

Not-so-obvious Competitive Intelligence on over 10,000 brands across 30 sectors... so you

know who is outsocializing who. And how.

SO

ANALYSIS OF

BRANDS ON FACEBOOK

Fans, Conversations, Engagement, Campaigns, etc...

Facebook – Fan Growth

10.70% 10.03%

6.77%

5.96%

4.96% 4.67% 4.47% 4.42%

2.94% 2.32%

1.27%

0.09% 0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

Olive Garden Italian

Restaurant

Denny's IHOP Chili's Grill & Bar

The Cheesecake

Factory

Applebee's Texas Roadhouse

Outback Steakhouse

TGI Fridays Buffalo Wild Wings

Red Lobster Hooters

Facebook – Engagement Comparison

166

147 147

133 65

62 52

36 34

31 23

23

0 20 40 60 80 100 120 140 160 180

Texas Roadhouse

Olive Garden Italian Restaurant

The Cheesecake Factory

Applebee's

Red Lobster

Chili's Grill & Bar

Outback Steakhouse

IHOP

Hooters

Buffalo Wild Wings

Denny's

TGI Fridays

Facebook – An Overview UNMETRIC SCORE FOR FACEBOOK

Brand Name Unmetric Score

Buffalo Wild Wings 56

Olive Garden 53

Applebee's 51

Cheesecake Factory 44

Texas Roadhouse 43

Chili's 42

IHOP 39

Red Lobster 38

Outback Steakhouse 37

Denny's  28

Hooters 28

TGI Friday's 27 June 2013

Notable Metrics on Facebook

Brand Name Total Fans Fan Growth Conversation Engagement Fan Posts Admin Posts Responses (mins)

(Net) Sentiment

Buffalo Wild Wings 10,712,137 2.32% 10,574,140 31 922 136 123 Neutral

Olive Garden Italian

Restaurant 4,813,742 10.70% 4,594,932 147 1,379 66 372 Positive

Applebee's 4,305,263 4.67% 4,213,454 133 1,576 124 172 Neutral

The Cheesecake

Factory 3,818,086 4.96% 3,723,014 147 787 67 571 Neutral

Chili's Grill & Bar 3,338,020 5.96% 3,231,057 62 1,134 40 417 Neutral

IHOP 3,086,033 6.77% 2,980,016 36 718 73 1042 Neutral

Notable Metrics on Facebook

Brand Name Total Fans Fan Growth Conversation Engagement Fan Posts Admin Posts Responses (mins)

(Net) Sentiment

Red Lobster 2,803,593 1.27% 2,786,214 65 993 70 473 Neutral

Outback Steakhouse 2,537,896 4.42% 2,496,009 52 852 64 988 Neutral

Hooters 2,507,982 0.09% 2,508,975 34 1,244 77 1103 Neutral

Texas Roadhouse 2,025,406 4.47% 1,976,136 166 533 33 999 Positive

TGI Fridays 1,256,396 2.94% 1,232,298 23 563 61 1444 Neutral

Denny's 690,267 10.03% 650,912 23 513 86 2006 Neutral

Applebee’s – Content Strategy Applebee’s, with a very evenly distributed content strategy, had highest engagement in the

Recipes/Menu Updates category.

Texas Roadhouse – Engagement Texas Roadhouse, had the highest engagement amongst selected competitors, in the Restaurant & Café

sector. On July 17th, the brand received an engagement alert based on the post shown below.

Olive Garden Italian Restaurant – Engagement Strategy Olive Garden Italian Restaurant had the highest fan growth amongst selected competitors. The brand ran campaigns around their 2 for $25 deal along with their 3 course Italian meal.

SO

ANALYSIS OF

BRANDS ON TWITTER

Followers, Customer Service Metrics, Campaigns, etc...

Twitter – Follower Growth

47.06%

37.31% 31.31%

30.47%

29.50%

28.26%

12.68% 7.14%

6.64%

6.56%

0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% 45.00% 50.00%

Red Lobster

Outback Steakhouse

Applebee's

Chili's

TGI Fridays

Cheesecake Factory

IHOP

Texas Roadhouse

Hooters

Buffalo Wild Wings

Twitter – An Overview

UNMETRIC SCORE FOR TWITTER

Brand Name Unmetric Score

Applebee’s 61

Buffalo Wild Wings 54

Chili’s 48

Cheesecake Factory 44

Outback Steakhouse 41

Red Lobster 35

Hooters 31

TGI Fridays 30

Texas Roadhouse 28

IHOP 28

June 2013

Notable Metrics on Twitter

Brand Name Total Followers Followers Growth Number of Tweets Average Response Time (Net) Sentiment

@BWWings 273,288 6.56% 226 1:16:41 Positive

@Applebees 158,365 31.31% 24,956 0:17:30 Neutral

@Chilis 110,830 30.47% 1,219 4:12:03 Neutral

@Cheesecake 97,382 28.26% 1,100 4:16:36 Neutral

@Outback 79,759 37.31% 1,651 1:33:31 Neutral

Notable Metrics on Twitter

Brand Name Total Followers Followers Growth Number of Tweets Average Response Time (Net) Sentiment

@redlobster 54,540 47.06% 336 10:02:52 Positive

@Hooters 52,540 6.64% 105 9:57:18 Neutral

@TGIFridays 37,823 29.50% 879 10:06:31 Neutral

@texasroadhouse 36,049 7.14% 701 25:23:45 Neutral

@IHOP 23,092 12.68% 1,026 1:26:23 Neutral

Outback Steakhouse - #LightningLaps Outback Steakhouse ran a contest in July with #LightningLaps.

The brand also tweeted around #MiniMilkshakes and their brand’s chat forum #OutbackChat.

Top Hashtags : #LightningLaps, #OutbackChat, #MiniMilkshakes

Red Lobster – Tweet Analysis Red Lobster ran several campaigns over the selected time period including #RLunchChallenge and #TastyTuesday.

Top Hashtags : #RLunchChallenge, #TastyTuesday, #FoodTease

Applebee’s– Reply Strategy Applebee’s had the lowest Average Response Time (ART) amongst selected competitors, averaging at 17min 30secs.

This is significantly less than the ART for brands in Applebee’s geography or sector.

Benchmarking ART

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ANALYSIS OF

BRANDS ON YOUTUBE

Views, Shares, Uploads, Top Video, etc...

YouTube– An Overview UNMETRIC SCORE FOR YOUTUBE

Brand Name Unmetric Score

Hooters 71

Outback Steakhouse 37

Buffalo Wild Wings 32

Olive Garden Italian Restaurant 29

Denny's 28

Applebee's 22

IHOP 22

Red Lobster 21

tgifridays's channel 21

Chili's Grill & Bar 18

June 2013

Notable Metrics on YouTube

Brand Total Video Views

% Increase in Video Views Uploads Dislikes Likes Average Video

Length

Hooters 9,524,099 3.76 8 13 199 54

Outback Steakhouse 1,542,656 119.42 8 140 203 62

Buffalo Wild Wings 1,242,907 0.94 0 0 0 0

Olive Garden Italian Restaurant 577,828 173.91 5 55 106 76

Denny's 416,808 -34.93 2 2 7 18

Notable Metrics on YouTube

Brand Total Video Views

% Increase in Video Views Uploads Dislikes Likes Average Video

Length

IHOP 277,739 4.36 2 5 7 25

Applebee's 254,901 -6.07 8 15 84 52

TGI Fridays's channel 141,078 -22.95 4 4 28 39

Chili's Grill & Bar 54,528 3.16 1 0 4 17

Red Lobster 16,679 -90.04 6 1 18 30

Hooters - How to De-bone a Chicken Wing

Video Views Growth

Outback Steakhouse - Fly into Outback for Steak Flights

Video Views Growth

Buffalo Wild Wings Careers | Message from CEO - Live it!

Video Views Growth

ANALYSIS OF

BRANDS ON PINTEREST

Followers, Pins, Repins, Boards etc

Applebee’s – 2 for $20

The Metrics:

Outback Steakhouse – Inspired by Outback

The Metrics:

Maggiano’s Little Italy – From Our Table To Yours

The Metrics:

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