Fast Food Is Beating Fast Casual on Mobile and Social Media
Skift Take
There isn’t so much a tortoise and the hare message in here as we’d like to imply. One person’s digital metric high points are another one’s warnings, so brands should use L2’s numbers to better understand their strategies, not simply define them.
A new report from digital intelligence specialists L2 has good news for many old-school fast food brands.
The company's 2017 edition of its L2 Digital IQ Index for restaurants looks at 126 restaurant brands in the United States and benchmarks each based on 12 criteria that speak to the brands' effectiveness on mobile, social media, desktop, and digital marketing.
The L2 Index gives brands an overall score and ranks them according to the final number, which penalizes brands that do not have a well-rounded digital strategy. L2 makes judgments, too, about what is a best practice. This means things like mobile coupons, rewards programs, and digital payment options are signs of a strong digital brand.
L2 groups the 126 brands into five categories: Genius, Gifted, Average, Challenged, and Feeble. The majority of the list is in the first three groups, but only the first four are considered “Gifted.”
The Winners
Top 10
Starbucks
Pizza Hut
Panera
Domino's
