OYE! Fast Food Report

Produced by OYE! Business Intelligence, LLC

QUICK SERVICE RESTAURANT INDUSTRY

HISPANIC CONSUMER ANALYSIS

REPORT FOR QSR INDUSTRY

2

Overview:

OYE! listens to consumers in their own space. Where they talk and share decisions online. Our reports deliver insight on what Spanish speaking and bilingual Hispanics have to say about your brand and your competitors. Understanding consumer attitudes towards brands, their products and their marketing efforts provides our clients and partners with insights that inform marketing campaigns across digital channels.

Actionable Insights:

OYE! is a language neutral solution that can analyze conversation in English, Spanglish and Spanish to derive meaning from unstructured social conversation among Hispanics. OYE!’s natural language processing solution is designed not only to identify Hispanics, but to also derive insights marketers can use in planning campaign strategy, messaging and targeting.

DemographicsBuild knowledge of audience age, geography and gender through social conversations.

PsychographicsKnow what those who interact with a brand like, follow and share for use in targeting and content curation.

KeywordsUnderstand the terms most frequently used to guide more authentic content curation and conversation.

Channel InsightsUnderstand both where consumers most favorably interact with your brand as well as where your competitors focus their efforts.

The Solution: Insights derived from social conversation by OYE! can provide key details into Hispanic consumers through their own statements about brands through online conversation. OYE! analyzes that conversation to allow brands to understand different aspects of where their most useful audience segments are. OYE! also provides insights into how to create campaigns tailored to those groups of people.

The Value: Leveraging insights from OYE! drives conversation tailored to the Hispanic consumer where they want it, when they want it and how they want it. The result: Better conversion, lift and engagement resulting from campaigns targeted to the Hispanics most influential over purchasing decisions for your brand.

15%

14%

Table of Contents

Page 3: Conversation Volume

Page 4: Language Use & Gender

Page 5: Geolocation & Sentiment

Page 6: Instagram Topics


Post Volume by Channel

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Conversation Volume

November - December 2014

✦ McDonald’s has dedicated US based Hispanic experiences for Facebook, Twitter and YouTube

✦ Wendy’s had a Facebook page in Spanish, but is no longer active.

✦ Jack in the Box has a majority of their restaurants located in areas with high concentrations of Hispanic residents

OYE! found that quick service restaurant (QSR) brands were a popular topic among Hispanics based in the United States and Puerto Rico throughout this reporting timeframe

4%5%

12%

19% 60%

2%4%

13%

22% 59%

Blog

Facebook

Instagram

Twitter

YouTube

1%7%

19%

36%

37%

2%12%

28%

20%

37%

2%3%

43%

27%

25%

19.5%*

17.2%

16.9%

16.4%

16.1%

McDonald’s has dedicated US based Hispanic experiences for Facebook, Twitter and YouTube

Burger King engages in conversation mostly on Facebook from a customer service standpoint, creating conversation volume

Taco Bell creates the greatest amount of YouTube conversation, but also relies on organic reach in Instagram and Twitter

Jack in the Box delivers strong Hispanic engagement from Hispanics across platforms.

Wendy’s has shifted focus to growing their overall Instagram presence, driving Hispanic conversation volume

Post Volume by Channel


72%

22%

English

Spanish

6%Bilingual

Hispanics also tend to use Spanish more frequently when they generate the content themselves, as opposed to responding to content published by brands or influencers that was previously in English

Language Use & Gender

4

✦ Females tend to share images of time with friends and enjoying one brand over another.

✦ Men also share companion images and information about the food itself

47%

53%

Female

Male

Male influenced content was a theme across brands, but only marginally so. Themes for sharing by brand were very similar to what is stated at the industry level.

50% 50% 49%51%

46%

54%

The majority of the social conversation related to the QSR industry comes from the Hispanic male audience

48%52%

47%

53%

Hispanics often engage with brands in the language the brand uses. All brands but McDonald’s use English on social media


5

Geolocation & Sentiment


QSR conversation among Hispanics is spread throughout the US and Puerto Rico ✦ The heaviest volume of conversation takes place on the east coast for the QSR restaurants sampled due to

large influencer traffic and media presence ✦ Hispanic conversation is also strong in predictable areas like Texas, California and Florida, but remains

consistent in the midwest as well

Much of the positive sentiment relates to friends and family enjoying the food together. Satisfying cravings, first time experiences and late night enjoyment also delivered strong positive conversation

Positive

Negative

Neutral

15%

30% 55%

Despite a high proportion of negative conversation related to McDonald’s and Burger King on Facebook, the overall restaurant sample still performed very well on delivering positive feelings among Hispanics

For brands that rely more on Facebook and Youtube, sentiment for the brand follows along the lines of those platforms as having a stronger negative sentiment. The brands with the greatest percentage of positive sentiment drive more conversation on Twitter and Instagram.

20%

26%54%

5%

38%57%

20%

21% 59%

23%

34%

43%


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Instagram Topics


Overall, Hispanics like to share their experience eating inside fast food restaurants by sharing sentiments about satisfaction, fulfilling craves or anticipating going to the restaurant. Hispanics also enjoy sharing images of their food while sharing their excitement about enjoying it. The enjoyment of food with friends is particularly prominent in the Hispanic community.

Expe

rienc

e

Food Job

Com

pani

on

Gene

ral

Trav

el

Meal

sHo

liday

sPo

p Cu

lture

Hung

er

Satisfaction

Diet

Late Night

Anticipation

First Time

Memories

Experience Breakdown

Burgers

Retail

Hot Sauce

Drinks

Food Breakdown

Friends

Family

Spouse/Partner

Companion Breakdown

Drive Thru

Combo

Milk Shake

Top 3 topics shared by Hispanics Share about QSR on Instagram


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CLIENTS

PARTNERS

CONTACT US

OYE! Business Intelligence 1275 Kinnear Road

Columbus, OH 43212

Natasha Pongonis [email protected]

Rodney Brickl [email protected]

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