Expion, a Raleigh, N.C.-based social media management software firm, studied restaurant responsiveness on Facebook during a 90-day period from February to May and ranked casual-dining chains, fast-casual chains and quick-service restaurants by the speed and rate of responses.
Expion broke its study into two groups: casual-dining brands with at least 100,000 Facebook “likes,” and fast-casual or quick-service brands with at least 250,000 “likes.” Only chains’ responses to original wall posts from fans counted toward the brands’ rankings; comments within a post from the company did not factor into results. Expion did not differentiate whether the responses it tracked were answering positive or negative comments from fans.
For quick-service and fast-casual chains, Starbucks Corp. (Nasdaq: SBUX) was the chain that responded faster than any other, with an average response time of 34 minutes. However, it only responded to 20 percent of posts on its wall.
Chipotle Mexican Grill Inc. (NYSE: CMG) responded to the largest percent of its posts, with an 83 percent response rate.
The average response time for fast-casual and quick-service restaurants was 6 hours and 34 minutes, responding to 28 percent of all messages received.
Casual dining restaurants on average answered 32 percent of the posts on their walls, but did so in a slower manner. The average response time was 8 hours and 56 minutes.
Buffalo Wild Wings (Nasdaq: BWLD) had the fastest response time for casual dining restaurants, with an average response time of 2 hours and 25 minutes.