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Burger Wars: Burger King Reigns on Facebook While McDonalds is the Biggest Mac on Twitter

  (July 14, 2012)

Chicago, IL (PRWEB) July 14, 2012

Over the past fifty years, fast food chains have redefined the American dining experience. In the age of social media, public scrutiny is at an all time high, and these restaurants have a new opportunity to connect with and understand the interaction between fans and fast food.

Unmetric, the leading social benchmarking company, today releases its Fast Food Report, detailing the social media efforts of the top 16 fast food chains in 2012 to better understand the interaction between the top quick serve restaurants and their customers on social media. With this Fast Food Report, Unmetric identifies which chains are doing the best job at gaining new fans, keeping them updated, and carrying on conversations via social media.

The report relies on the Unmetric Score, a measurement unique to Unmetrics platform, designed to take benchmark algorithms to the next level. The score is a scientific blend of 24 qualitative and quantitative social media metrics, weighted and balanced to produce a single benchmarkable number.

According to the Unmetric Scores, McDonalds ranks as the most astute fast food chain in social media, followed closely by Taco Bell. Not surprising, considering the two fast food chains saw a lot of buzz in recent months (though this press was not all positive; both chains suffered from negative coverage). However, when it comes to growth and conversation for 2012, its the McDonalds vs. Burger King rivalry that stands out.

Below is a summary of Unmetrics Fast Food Report Findings:

  •     Burger King has seen 105% fan growth on Facebook since January, and the chain also claims the top spot for conversation percentage, at four percent.
  •     McDonalds has seen 118% follower growth on Twitter since January.
  •     McDonalds replies to follower tweets faster than any other chainin only 29 minutes. Burger King takes over two days to reply.
  •     Although In-N-Out has very little social media presence overall and rarely interacts with fans and followers on Facebook or Twitter, its few posts have seen cult-like engagement from fans, resulting in the highest overall engagement score of 54.
  •     Moving from burgers to burritos, Chipotle uses Twitter as a conversational tool to connect with followers, replying to 100% of its followers 15,002 tweets.
  •     Overall, 61% of fast food fans on Facebook are female.
  •     Virtually all the brands saw rapid growth for January and February, which slowed down in March and by April the growth was quite sluggish.
  •     As far as specific content, quick serve restaurants mostly talk about contests and brand news over menu updates, recipes and ad campaignthough the latter bunch drives far better engagement.

As it relates to Facebook and Twitter, heres a break down of the metrics worth noting:

  •     Top Unmetric Scores on Facebook
1.    McDonalds 86
2.    Taco Bell 81
3.    Subway 77
4.    Dunkin Donuts 65
5.    Baskin Robbins 63

  •     Top Unmetric Scores on Twitter
1.    McDonalds 97
2.    Taco Bell 92
3.    Chipotle 77
4.    Pizza Hut 76
5.    Dunkin Donuts 74

  •     Fastest Growing Chains on Facebook
1.    Burger King 105%
2.    Sonic 60%
3.    McDonalds 56.5%
4.    Pizza Hut 48%
5.    Subway 40%

  •     Slowest Growing Chains on Facebook
1.    Chick-fil-A 6.1%
2.    Krispy Kreme & In-N-Out 11%
3.    Taco Bell 12%
4.    Dunkin Donuts 15%

  •     5 Fastest Growing Chains on Twitter
1.    McDonalds 118%
2.    Burger King 35%
3.    Sonic 31%
4.    Chipotle 26%
5.    Krispy Kreme 25%

  •     Slowest Growing Chains on Twitter
1.    Carls Jr. 11%
2.    In-N-Out 13%
3.    Dairy Queen 14%
4.    Taco Bell & Baskin Robbins 15%

  •     Most Tweets
1.    Chipotle 15,002
2.    Pizza Hut 5,072
3.    Taco Bell 3,136
4.    Dunkin Donuts 1,235
5.    Carls Jr. 1,159

  •     Most Replies on Twitter
1.    Chipotle 15,002
2.    Pizza Hut 5,021
3.    Taco Bell 2,854
4.    Dunkin Donuts 951
5.    Carls Jr. 585

  •     Highest Engagement (Calculation of Likes, Comments, Shares and Impressions that each FB post receives)
1.    In-N-Out 54
2.    Taco Bell 51
3.    Chick-fil-A 28
4.    McDonalds 27
5.    Krispy Kreme 26

  •     Fastest Average Reply Time on Twitter
1.    McDonalds :29
2.    Chipotle :37
3.    Chick-fil-A :42
4.    Taco Bell :46
5.    Krispy Kreme 1:39

  •     Slowest Average Reply Time on Twitter
1.    Burger King 60:29
2.    Carls Jr. 14:53
3.    Dairy Queen 12:33
4.    Baskin Robbins 8:09
5.    Sonic 7:09

  •     Most Female Fans on Facebook
1.    Baskin Robbins 80%
2.    Dairy Queen 72%
3.    Sonic 70%
4.    Dunkin Donuts 67%
5.    Chick-fil-A 66%

  •     Most Male Fans on Facebook
1.    Carls Jr. 53%
2.    Krispy Kreme 51%
3.    In-N-Out 46%
4.    Burger King 45%
5.    KFC 44%

Large fast food chains have long dominated commercial airwaves, says Unmetric CEO, Lux Narayan, but in the era of social media these restaurants have a new opportunity to directly engage with fans and seek out a competitive edge. The Unmetric Fast Food Report provides a first look at social media benchmarks and reveals how each chain uses various tactics to uniquely connect with fans and followers.

Using a combination of advanced algorithms and human computing power, Unmetric delivers data and benchmark insights for various industry sectors that were previously unavailable, such as content strategy, engagement, growth, timing and frequency of tweets and posts on Twitter, Facebook and YouTube. Unmetric supplies a distinct, high-demand service for brands that stops companies from flying blind with their social media efforts, and brands are finally able to answer the basic business question of Are we doing well? when it comes to their social media presence.


Unmetric compiled its report by sourcing data from its social media benchmark platform. All statistics were gathered from January 1, 2012 to April 30, 2012.

About Unmetric:

Unmetric Inc. is headquartered in Chicago and works with clients across the world. The Unmetric platform was established to give Fortune 500 companies and other large global brands key performance data around which they could benchmark their social media efforts and answer the question Are we doing well?.

For more information, visit, or check out the Unmetric blog at

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