Wednesday, September 14, 2011

Healthy Minded Consumers and Social Media


It is clear at this point that there is a large and growing subset of restaurant diners seeking out healthy options.  The industry has gone to great lengths to market new menu items to this emerging demographic.  But what if restaurants didn’t need to makeover their entire menu in order to appeal to this group of customers?  What if some simple tactics using modern technology and communication strategies could positively affect the way consumers see a restaurant’s brand?  Studies are showing that utilizing social media to effectively communicate a restaurant’s image can do exactly that.

In a recent study conducted by DigitalCoCo, surprising statistics were reported about restaurant brands and the perceived healthfulness by consumers.  Take a look:

Surprisingly, when it comes to healthy eating, McDonald's actually scored higher than Subway by healthy consumer "tastemakers" who rated restaurants on social media platforms such as Facebook, YouTube, Foursquare and Twitter.

Could it be that social media-savvy diners are simply more inclined to rate a brand as healthier if they are loyal to the restaurant?  Could it perhaps be the way the respective restaurants have portrayed their brands on these social media platforms?

What factors do you believe influence a restaurant brand's image when pertaining to health?


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