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Social Media in Foodservice - US - June 2018

"More than half of consumers have seen restaurant content on social media in the past year, reflecting the impact social media has in the foodservice space. Social media experiences in restaurants generally drive a positive association among consumers and create memorable moments, but social media isn’t a one-size-fits-all strategy. Every social network reaches different audiences and drives different forms of engagement. In today’s scattered social media era, understanding your core diners is critical for hitting the right tone, both on-premise and online.
- Diana Kelter, Foodservice Analyst

This Report looks at the following areas:

  • Social media trends don’t reflect everyday life
  • Facebook and Twitter are being used with less frequency
  • Young men and women don’t follow the same social media habits
  • Younger Millennials are the target social media audience
  • Social media inspired menu items have positive perceptions
  • The rainbow, unicorn, and “Millennial pink” impact on food and drink
  • The “sweet” side of social media drives interest
  • iGens love YouTube

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Social media trends don’t reflect everyday life
            • Figure 1: Social media attitudes, March 2018
          • Facebook and Twitter are being used with less frequency
            • Figure 2: Social media usage, percent point change, June 2016-April 2018
          • Young men and women don’t follow the same social media habits
            • Figure 3: Awareness of restaurant content on social media, by age and gender, March 2018
          • The opportunities
            • Younger Millennials are the target social media audience
              • Figure 4: Social media actions, select social platforms, by iGens and younger and older Millennials, March 2018
            • Social media inspired menu items have positive perceptions
              • Figure 5: Associations toward viral menu items, by generation, March 2018
            • The rainbow, unicorn, and “Millennial pink” impact on food and drink
              • Figure 6: Associations toward viral menu items, “Colorful,” by platform usage, March 2018
            • The “sweet” side of social media drives interest
              • Figure 7: Social media content interest, by iGens and Millennials, March 2018
            • iGens love YouTube
              • Figure 8: Social media usage, at least daily, by generation, April 2018
            • What it means
            • The Market – What You Need to Know

              • iGens are redefining the concept of being social
                • Social media habits remain stable, despite small shifts
                  • Politics invade social media
                  • Market Perspective

                    • iGens are drinking less and when they do it’s in the comfort of their own home
                      • The Popular Resurgence of Bar Carts
                        • Figure 9: Alcoholic beverage consumption, AH vs AFH, January 2018
                    • Market Factors

                      • Consumers are rarely disengaging from social media on a permanent basis
                        • Figure 10: Social media usage, at least daily, June 2016-April 2018
                        • Figure 11: Social media usage, percentage point change, June 2016-April 2018
                        • Figure 12: Social media usage, at least daily, by generation, April 2018
                      • The politics of social media
                      • Key Players – What You Need to Know

                        • Wendy’s sets the tone for making social media buzz last
                          • Facebook struggles to regain trust
                            • Podcasts set a new media tone with young consumers
                            • What’s Working?

                              • Wendy’s leads the way for engagement on Twitter
                                • Micro-influencers drive interest
                                • What’s Struggling?

                                  • Facebook loses trust
                                    • The impact of “fake news” can trickle into any industry
                                      • The data breach that changed everything
                                      • What’s Next?

                                        • Photoworthy dishes becoming engrained in chefs from the start
                                          • A Podcast generation emerges
                                            • Food-based museums create Instagram fodder
                                            • The Consumer – What You Need to Know

                                              • Consumers are more likely to engage with content than post their own picture
                                                • Unique presentation drives social media interest
                                                  • Millennials have a loyalty to Facebook
                                                  • Awareness of Restaurant Content on Social Media

                                                    • More than half of consumers are seeing restaurant content online
                                                      • Figure 13: Awareness of restaurant content on social media, March 2018
                                                    • YouTube and Instagram both drive opportunity
                                                      • Figure 14: Awareness of restaurant content on social media, by age and gender, March 2018
                                                      • Figure 15: Awareness of restaurant content on social media, by Hispanic Millennials and Hispanic non-Millennials, March 2018
                                                    • Younger Millennials’ Maintain an Interest in Facebook
                                                      • Figure 16: Awareness of restaurant content on Facebook, by Millennials and non-Millennials, March 2018
                                                    • Parents are a socially engaged demographic
                                                      • Figure 17: Awareness of restaurant content on Facebook, by parents and non-parents, March 2018
                                                  • Social Media Motivators while Dining Out

                                                    • Being unique is critical for restaurants that want a social media presence
                                                      • Figure 18: Restaurant motivators for posting on social media, March 2018
                                                    • Presentation over taste?
                                                      • New restaurant experiences specifically engage Younger Millennials
                                                        • Figure 19: Restaurant motivators for posting on social media, by iGens and younger and older Millennials, March 2018
                                                      • Women and Hispanics are motivated by the unique experiences
                                                        • Figure 20: Restaurant motivators for posting on social media, “Unique food presentation,” by gender, March 2018
                                                        • Figure 21: Restaurant motivators for posting on social media, by Hispanic origin, March 2018
                                                    • Attitudes toward Social Media

                                                      • Social media drives trends, but not necessarily reality
                                                        • Figure 22: Social media attitudes, by generation, March 2018
                                                        • Figure 23: Social media attitudes, “Restaurant experiences are shared too often on social media,” by gender and age, March 2018
                                                      • Hispanics are more purposeful with social media usage
                                                        • Figure 24: Social media attitudes, by Hispanic origin, March 2018
                                                      • Urban restaurants feel the Instagram pressure to stand out
                                                        • Figure 25: Social media attitudes, by area, March 2018
                                                        • Figure 26: Social media attitudes, by social platform usage, March 2018
                                                    • Usage by Social Media Channel

                                                      • Consumers “like” more than they post
                                                        • Figure 27: Social media actions, select social platforms, March 2018
                                                      • iGens look up to influencers
                                                        • Figure 28: Social media actions, select social platforms, by iGens and Millennials, March 2018
                                                      • Younger Millennials are defining what’s picture worthy
                                                        • Figure 29: Social media actions, select social platforms, by iGens and younger and older Millennials, March 2018
                                                      • Instagram is a key platform for food influencers
                                                        • Figure 30: Social media actions, Instagram, March 2018
                                                      • Snapchat drives action, but faces competition from Instagram
                                                        • Figure 31: Social media actions, Snapchat, March 2018
                                                      • Millennials remain loyal to Facebook
                                                        • Figure 32: Social media actions, Facebook, March 2018
                                                      • Twitter needs to drive conversation, but with caution
                                                        • Figure 33: Social media actions, Twitter, March 2018
                                                    • Associations toward Viral Menu Items

                                                      • Viral food dishes are all about being fun and unique
                                                        • Figure 34: Associations toward viral menu items, March 2018
                                                        • Figure 35: Associations toward viral menu items, by age and HH income, March 2018
                                                      • Taste matters for a diverse consumer base
                                                        • Figure 36: Associations toward viral menu items, by race and Hispanic origin, March 2018
                                                      • A pop of color can go a long way
                                                        • Figure 37: Associations toward viral menu items, “Colorful,” by platform usage, March 2018
                                                    • Social Media Content Interest

                                                      • The sweet side of social media
                                                        • Figure 38: Social media content interest, by gender and age, March 2018
                                                        • Figure 39: Social media content interest, by iGens and Millennials, March 2018
                                                      • Breweries and bars cater to women with a more casual appeal
                                                        • Figure 40: Social media content interest, bar and brewery pictures, by gender and age and area, March 2018
                                                    • Appendix – Data Sources and Abbreviations

                                                      • Data sources
                                                        • Consumer survey data
                                                          • Abbreviations and terms
                                                            • Abbreviations
                                                              • Terms
                                                              • Appendix – Infegy

                                                                • Methodology – Infegy

                                                                Social Media in Foodservice - US - June 2018

                                                                £3,435.47 (Excl.Tax)