Being the social media nerds we are, we notice when brands own their social media presence with unique, trending, and ownable strategies. Below, we dive into the winning approaches used by five fast-casual restaurant brands, demystifying the tricks up their sleeves.
Strategies like these could help your social media become an invaluable asset, increasing recognition, gaining loyalty, and ingraining yourself in the fabric of pop culture. If you want to talk more about elevating your brand’s social media, contact Blue Bear Creative; your Denver-based Social Media Marketing Agency and overall Millennial Marketing wiz kids.
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1. Noodles & CompanyWinning Tip: Have a voice
The Noodles & Company Instagram perfectly encompasses the definition of ✨social range✨ By range, we mean a diversified offering of social content to encapsulate different RTBs or ‘reasons to believe’ while speaking to a variety of audience sets that have unique priorities.
For example, elevated meme-style posts speak to a younger, Millennial audience that follows brands for their use of humor and engaging content, as opposed to strictly promotional offerings. On the other hand, some Noodles posts clearly communicate important holidays and promotions where fans can earn rewards, free food items, and other deals.
By taking the time to create content pillars, Noodles & Company shows they truly respect their social following. It’s a priority for the brand to keep fans in the know making it a worthwhile investment to follow social accounts. In the end, the Noodles social media goers always know first. Plus, their UGC is often shared and celebrated by the brand, while comments and questions are engaged with promptly.
We see other restaurants that have diversified their content with less success, and the lesson they can learn from Noodles & Company is to find a VOICE! While content may differ, the tone and voice remain consistent. Noodles uses relatable wit that toes the edge without crossing it, and the tone resonates with a larger audience while giving the brand a friendly social presence as opposed to a stark brand voice.
From trend-hopping to sharable beauty shots, Noodles & Company has mastered the art of leveraging social as a successful marketing strategy.
2. Chili'sWinning Tip: Leverage short-form video
It’s giving ‘valuable, easily-to-digest content’ 👌 Chili’s, the popular restaurant chain, has effectively harnessed the power of Instagram Reels as a pivotal component of their social strategy. With short-form video format, Chili’s creates engaging and entertaining content that resonates with their followers. From behind-the-scenes footage of their culinary delights to showcasing the vibrant atmosphere at their restaurants, these informative Reels offer a tantalizing glimpse into their brand experience.
This strategy has allowed Chili’s to establish a deeper connection with their audience by fostering a sense of familiarity and excitement, while the algorithm-driven nature of Reels enables the content to reach a wider audience, including potential customers who may not have previously engaged with the brand.
3. SweetgreenWinning Tip: Own your category
Take one glance at Sweetgreen’s Instagram feed and you’ll think, “who knew salads could be so cool?” Followed by, “what time’s lunch?”
Chic salads are a burgeoning “thing”, no longer the boring meal of dieters, now the $15 flavor-packed indulgences that are Sweetgreen’s bread and butter… or spinach & balsamic?
Sweetgreen has used its social media to take ownership of ‘the salad’, pulling from food characteristics like being fresh and healthy while reinventing the wheel with trendy ingredients and athlete, artist, and influencer partnerships.
Through the use of social media, Sweetgreen has created a health-conscious, trendy brand by boasting gorgeous beauty shots and driving home a visual aesthetic that ingrains the idea of natural, healthy, and diversity. In summary, their social media strategy is to put the food itself front and center, mixed in with trendy ‘that girl’ nods that result in everyone suddenly becoming salad people.
Whether or not you’re ready to splurge $13 on a salad, one thing we can all agree on is that Sweetgreen has used their social to own and transform a single meal-type into a lifestyle.
4. Taco BellWinning Tip: Utilize UGC
When it comes to building a cult following, Taco Bell has it on lock. Between humorous posts and eye-catching UGC, Taco Bell’s engagement reigns (chalupa) supreme.
Yes, their social budget is big. However, The Bell isn’t only relying on pricy content creation. One step ahead of many larger-scale global restaurant brands, Taco Bell leverages tons of user-generated content, or UGC for short. Fans are frequently surprised and delighted when their professed love of Taco Bell is repurposed on the main feed. UGC works for Taco Bell by strengthening trust and tapping FOMO… or FOMTB. Any brand, no matter your budget, can take notes from Taco Bell and leverage UGC. If your brand has a shorter reach, a social media marketing agency (hi!) can help you create a strategy to prompt trial and get your food in the hands of your target audience to create essentially free content.
Taco Bell does an excellent job of exciting and celebrating its audience. T-Bell, if you’re reading this, props (and bring back Mexican Pizza).
5. Modern MarketWinning Tip: Capture attention with stop-motion & GIFs
Modern Market is our notable up-and-comer in the fast-casual social space. The restaurant was founded in 2009 but has recently curated its social media presence, tapping a clean and bright design identity reminiscent of popular media brands Goop and Poosh. The brand has managed to socially communicate who they are and what they make, all by solidifying a visual identity.
Fans then associate the clean, bright aesthetic to the type of food and feeling one gets visiting Modern Market.
Another social strategy that might seem unimportant but is playing a major role in propelling Modern Market is the use of popular stop-motion videos and GIFs. Video content typically performs better, reaping the attention of platform algorithms and capturing a viewer’s attention for much longer than stills.
At Blue Bear, we can verify that blending a cohesive visual aesthetic with social-friendly video content is often a winning strategy for fast-casual restaurants and CPG brands. Especially when increased engagement is set as a marketing goal. The reason why? These pieces are easily consumed, visually interesting, and impactful. So congrats, Modern Market. We’re excited to see how your social identity evolves.
6. ChipotleWinning Tip: Know your audience
Here, Chipotle, you dropped your 👑 Easily one of the best fast-casual digital brands in the game, Chipotle completely owns its corner of social media. As an OG of the ‘lively, clever brand personality’ that many try to replicate, Chipotle struck while the queso was hot, doubling down on meme-style content; the sweetheart of the internet.
Fans follow Chipotle for social content that is funny, smart, and relatable. In essence, following and engaging with Chipotle on social media doesn’t feel like an obligation. Instead, it’s a community for the burrito-lover camaraderie. You want to engage as you would with a friend.
So, how can your brand take a page from their social menu? Start by knowing your fanbase — we said fanbase, not customer base. Some brands resist the idea that their ideal customer is the same as their ideal social follower. While the two can intersect, you may find an entirely new audience on social media, each one a prospective customer who can rally behind your brand. Chipotle embraces its social demographic while knowing what its restaurant fans love about the brand and food; these nuances make for fantastic, engaging social content.
Between hilarious memes and tapping classic human truths, let’s just say Chipotle’s social team deserves a raise.
Are you ready to win at social? Team up with Blue Bear Creative for help. We bring experience listening, learning, and executing award-winning strategies and campaigns – NBD. Contact the art-obsessed, strategy-driven bears at Blue Bear Creative today.
