Dominos experienced a growth of 58% which is the highest of all 5 brands.
Café Coffee Day has the most videos (total and new). They have 37 videos and also added 2 new videos in the time period analyzed. KFC comes in second with 34 total uploads and one new upload. The average length of videos from all these brands is under 2 minutes.
Café Coffee Day has the longest videos with an average length of 1 minute 33 seconds while McDonalds has the shortest videos with an average length of 22 seconds.
If YouTube was a bit of a disappointment in terms of brand portfolio, Pinterest is a disaster. Only CCD and Dominos have Pinerest accounts. CCD out performs Dominos. They have 512 followers and added 29 new followers while Dominos only has 35 followers and added 2 new ones. Café Coffee Days has 210 pins which is more than twice the number of pins as Dominos.
The 210 pins of CCD have been re-pinned 279 times while Dominos’ 85 pins have been repined only 20 times which leads CCD to have a better re-pin to pin ratio of 1.3 while Dominos only has 0.2.
Quick Service Restaurants in India have undoubtedly gotten in to a serious relationship with social media as have their western counterparts.
Let it be international chains like McDonalds and KFC or the local bred brands like Café Coffee Day or Cocoberry, they have mushroomed across the nation and are thriving on digital media.
Social media can definitely be a game changer for these brands as their target group and the general social media demographic is predominantly that of the younger age band of 20-35.
Source: Unmetric Technologies Pvt Ltd
