SOURCE: Restaurant Sciences

June 08, 2012 09:12 ET

Independent Restaurants Own the Twitter Space According to Restaurant Sciences' RIMS Study

Twitter Is a Big Bright Spot for Independent Restaurants, Nightclubs and Bars

NEWTON, MA--(Marketwire - Jun 8, 2012) - Restaurant Sciences, a provider of restaurant industry information and analytics, today released Twitter statistics from its Restaurant Internet Marketing Study (RIMS). According to the study, consumers are interacting with their independent restaurants and nightclubs via Twitter 10 times more actively than they are with chains. Among the findings:

  • On average, Independent restaurants have a 2 to 1 advantage in Twitter presence over Chains
  • Independent restaurants engage their customers by out-tweeting Chains 33 to 1
  • Customers are 2 1/2 more likely to follow an independent restaurant than a Chain on Twitter

"One of the most surprising statistics from the RIMS study is how Independent restaurants, nightclubs and bars are outperforming Chain restaurants in every viable Twitter statistic," said Chuck Ellis, President of Restaurant Sciences. "It's one of the only bright spots in the performance of Independents versus Chains in the online marketing arena."

In March 2012, the Restaurant Sciences team reviewed and surveyed more than 2500 restaurants from across the continental US to gain insights into how restaurants are connecting with patrons online. RIMS looks at each restaurant's website, mobile website, Facebook profile and social media channels such as Foursquare, Twitter, Yelp, Google Places and Bing Local.

RIMS segments results by geography and/or by industry segment (FSR, QSR, Bar), Chain versus Independent, or urban versus non-urban. The interactive interface allows users to focus on any number of the more than 50 data points. The study has an overall margin of sampling error of plus or minus 3 percentage points.

An executive summary of the top findings is available for free download from the Restaurant Sciences website www.restaurantsciences.com. The complete data set and interactive application is available for purchase for $395.

About Restaurant Sciences
Restaurant Sciences provides information and analytics to the restaurant industry and through ThriveSpot, provides the next generation of tools needed to make restaurants more successful. ThriveSpot's offerings for restaurant management teams include mobile websites, an online menu platform and data-driven knowledge (applied restaurant science). Restaurant Sciences provides granular information including visitation and item level (both food and drink) data and analysis. For more information, visit www.restaurantsciences.com.

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