McDonald’s the brand to follow on social media

The Fast Food report from benchmarking specialist Unmetric measured 16 brands against various metrics including follower numbers, response time and growth. It found McDonald’s to be the best performer on both Facebook and Twitter, with Mexican chain Taco Bell second on both counts. McDonald’s scored particularly well on response times, taking an average of 29 minutes to reply to customers’ tweets. It has more than doubled its number of Twitter followers since January. Rival Burger King has meanwhile doubled its Facebook fans—but takes an average of two and a half days to respond to customers’ tweets.

Other tests of the brands included a measure of Facebook likes, comments and shares—on which burger chain In-N-Out scored highest, even though it has little by way of social media strategy. Chipotle scored high on the Twitter scores by responding to every single one of more than 15,000 tweets from followers.

Unmetric found that social media conversations about restaurants tended to focus on menu updates, recipes and promotional campaigns. Other nuggests among its report included the fact that Thursday is the most popular day of the week for Facebook posts, while 3pm to 6pm is the busiest time of the day for tweeting.

For more about the report, click here.