Overall increases in check-ins, geo-tagged tweets, and photos from the locations were higher on Mother’s Day than on Father’s Day across all six restaurant chains: California Pizza Kitchen, Olive Garden, Outback Steakhouse, P.F. Chang’s China Bistro, Ruby Tuesday, and The Cheesecake Factory. However, relative to the National Restaurant Association’
Another segment of the study revealed a near-perfect correlation (+0.90 correlation coefficient)
“Customer engagement at the point of sale is the pulse of what is happening in-store for restaurants and retailers,” said Rob Reed, MomentFeed Founder and CEO. “The fact that this activity correlates to actual sales opens a range of opportunities for these brands, not the least of which is a new approach to campaign measurement and competitive intelligence. Foot traffic and sales data have effectively become public information for any brick-and-mortar brand.”
One area where Father’s Day saw dramatically higher increases than Mother’s Day was Facebook place page likes; across the six restaurant chains, there was an average increase in likes of 88 percent on Father’s Day from the previous weekend. On Mother’s Day, Outback Steakhouse was the only restaurant chain that actually saw an increase in place page likes (30 percent) while the other five saw an average decrease of 9 percent.
The real-time analytics capabilities of the MomentFeed platform capture Facebook and Foursquare check-ins, Facebook likes, geo-tagged tweets, Instagram photos, and Foursquare photos and tips. The brands in this study were not MomentFeed clients.
MomentFeed is the first social marketing platform built for mobile, connecting brands and consumers at the point of sale. The MomentFeed SaaS platform unifies Facebook, Foursquare, Twitter, and Instagram into a holistic approach for social-mobile marketing, providing venue management, publishing and CRM tools, centralized campaign management, and real-time analytics. MomentFeed is the first company to offer venue optimization through its proprietary PinSync™ service for multi-location brands. The MomentFeed platform is available globally, and the company is headquartered in Santa Monica, Calif. For more information, visit www.momentfeed.com.