SOCIAL MEDIA SUPPLEMENT: Fast-food restaurant social media accounts and examples of campaigns - targeted to teens and Hispanic and Black youth - UConn
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SOCIAL MEDIA SUPPLEMENT: Fast-food restaurant
social media accounts and examples of campaigns
targeted to teens and Hispanic and Black youth
Authors:
Frances Fleming-Milici, PhD
Lindsay Phaneuf, MPH
Hebaq Elmi
Jennifer L. Harris, PhD, MBA
Targeted restaurants Definitions
Targeted fast-food The 12 fast-food restaurants selected for this analysis had total advertising spending of more
restaurants than $60 million in 2019, and:
■ Ranked in the top-ten in advertising spending on Spanish-language TV and/or Black-
targeted TV,
■ Promoted digital (mobile apps and websites) in TV ads, and/or
■ Ranked in the top-ten in spending on digital advertising.
Black-targeted Restaurants that ranked in the top-ten in advertising spending on Black-targeted TV channels.
Hispanic-targeted Restaurants that ranked in the top-ten in advertising spending on Spanish-language TV.
High digital ad Restaurants that ranked in the top-ten in spending on digital advertising.
spending
Fast Food FACTS 2021 documents advertising spending and youth exposure to TV advertising for all fast-
food restaurants in 2019, including detailed analyses of the 27 top fast-food advertisers. This supplement
documents the number of follower/subscribers to restaurants’ social media accounts and provides
examples of social media campaigns that targeted teens and/or Hispanic and Black youth.
All restaurants had Facebook, Twitter, Instagram, and YouTube social media accounts as of March 2021.
Twenty-three restaurants also had TikTok accounts (Table 1).
Table 1. Fast-food restaurant social media accounts
Facebook Twitter Instagram YouTube TikTok
Followers Followers Followers Subscribers Followers
Restaurant (000) (000) (000) Videos (000) (000)
McDonald’s 80,819 3,700 3,900 180 462 767
KFC 56,371 1,400 1,600 60 440 342
Starbucks 35,540 10,900 18,000 584 312 1,300
Pizza Hut 32,300 1,600 1,800 41 83 146
Subway 23,128 2,300 1,300 18 92 196
Domino’s 21,356 1,300 1,700 49 250 16
Dunkin’ 15,882 1,200 2,200 272 44 2,300
Dairy Queen 11,468 507 618 5 13 No official account
Taco Bell 9,762 1,900 1,400 72 114 547
Burger King 8,490 1,900 1,900 72 108 584
Wendy’s 8,045 3,800 1,000 49 97 1,500
Chick-fil-A 7,631 1,100 1,800 296 52 106
Chipotle 3,302 1,000 1,000 49 97 1,500
Papa John's 6,320 646 598 18 Hidden 33
Little Caesars 4,608 326 427 30 16 145
Sonic 4,449 387 586 40 44 No official account
Jimmy John's 3,261 459 141 138 5 18
Arby's 3,103 843 380 6 29 602
Panera Bread 2,945 452 496 59 11 5
Culver's 2,174 49 98 80 7 26
Zaxby's 1,312 101 113 29 5 25
Carl's Jr. 1,284 106 191 5 70 168
Jack In The Box 1,222 114 212 33 25 25
Hardee's 1,158 74 72 4 13 0.6
Cicis Pizza 1,093 9 31 10 4 No official account
Popeyes 927 239 420 17 13 13
Checkers/Rally's 492 27 76 13 4 No official account
Source: Rudd Center analysis of social media accounts, data collected March 2021
FAST FOOD FACTS 2021 2
We examined social media activity for 12 fast-food restaurants that targeted advertising to Hispanic or
Black youth and/or had relatively high levels of digital advertising.
Table 2. Targeted fast-food restaurants
Advertised
Total ad Spanish- Black- digital offerings
spending language TV targeted TV Digital ad (mobile apps
Restaurant ($ mill) ad spendinga
ad spendingb spendingc or websites)d
McDonald’s $776.8 ✔ ✔ ✔ ✔
Domino’s $441.6 ✔ ✔ ✔
Taco Bell $377.5 ✔ ✔ ✔
Burger King $348.8 ✔ ✔
Subway $250.5 ✔ ✔ ✔
Wendy’s $247.0 ✔ ✔ ✔ ✔
KFC $200.5 ✔ ✔ ✔
Pizza Hut $194.6 ✔ ✔ ✔
Dunkin’ $186.6 ✔ ✔
Chick-fil-A $119.4 ✔ ✔
Chipotle $69.4 ✔
Starbucks $66.6 ✔ ✔
a
Ranked in the top-ten in ad spending on Spanish-language TV
b
Ranked in the top-ten in ad spending on Black-targeted TV
c
Ranked in the top-ten in ad spending on digital media
d
TV advertising featured digital offerings (mobile apps and website)
FAST FOOD FACTS 2021 3
McDonald's
MCDONALD’S
In 2019, McDonald’s ranked first in total advertising spending ($776.8 mill), Spanish-language TV ad
spending ($66.0 mill), and digital ad spending ($39.3 mill). The restaurant advertised its mobile ordering
app and spent $11.6 million to advertise on Black-targeted TV (#2 among the 27 top fast-food advertisers).
Social media accounts
Facebook Twitter Instagram YouTube TikTok
Followers Followers Followers Subscribers Followers
Restaurant (000) (000) (000) Videos (000) (000)
McDonald’s 80,819 3,700 3,900 180 462 767
McDonald’s ranked number-one on Facebook (followers) and YouTube (subscribers). It also ranked in the
top-five for followers on Instagram (#2), Twitter (#3), and TikTok (#5).
In a collaboration with popular rapper Travis Scott,
McDonald’s launched the “Travis Scott Meal” (Quarter
Pounder with cheese, fries with barbecue dipping
sauce, and a Sprite) for a limited time. The campaign
was so successful the restaurant experienced a
shortage of Quarter Pounders.1
McDonald’s also partnered with Latin pop star J
Balvin, introducing the “J Balvin Meal” (Big Mac,
medium fries with ketchup, and an Oreo McFlurry).
Both campaigns were advertised across multiple
social media accounts and helped McDonald’s
reconnect with younger audiences (i.e., consumers
ages 11-24).2
FAST FOOD FACTS 2021 4
McDonald's
In 2019, McDonald’s sponsored Latin Music Week
– “Latin music’s leading series of Q&As, panels,
and showcases” that lead up to the Billboard Latin
Music Awards.3 The four-day event was promoted on
Instagram.
McDonald’s collaborated with artists Teyana Taylor
and Juice WRLD to host “Beat of My City” – a free
concert series with the goal of raising funds for local
non-profits in underserved Black communities.4 The
initiative was promoted on Facebook, Instagram, and
Twitter.
McDonald’s YouTube account
featured video advertisements
in multiple languages. Spanish-
language videos were among the
most popular. This one had over
1.7 million views.5
FAST FOOD FACTS 2021 5
Domino's
DOMINO’S
In 2019, Domino’s ranked number-two in total advertising spending ($441.6 mill). The restaurant also
ranked number-one in ad spending on Black-targeted TV and number-two in ad spending on Spanish-
language TV. Domino’s dedicated 27% of its ad spending in 2019 to promote its website and mobile
ordering app.
Social media accounts
Facebook Twitter Instagram YouTube TikTok
Followers Followers Followers Subscribers Followers
Restaurant (000) (000) (000) Videos (000) (000)
Domino’s 21,356 1,300 1,700 49 250 16
Domino’s ranked fourth on YouTube (subscribers) and sixth on Facebook (followers), and in the top-ten on
Instagram (#7) and Twitter (#9).
Domino’s promoted free pizza giveaways on Instagram and
Twitter for National Pizza Day and Pi Day. Users who retweeted
the post were entered into a contest to win free pizza for a year.6
Domino’s social media marketing featured
popular actor Jordan Fisher in a promotion
for the Domino’s Tracker to track your pizza
delivery.
FAST FOOD FACTS 2021 6
Domino's
In 2020, Domino’s committed to contribute $3 million over the
next three years to “organizations that make a difference in
Black communities” with a focus on education, service, and
opportunity.7 In a series of posts on Facebook, Instagram,
and Twitter, the restaurant highlighted the non-profits that it
supports including the Boris Lawrence Henson Foundation, BMe
Community, and All Star Code.
Domino's YouTube account featured
Spanish-language ads. This one
promotes pizza, specialty chicken,
stuffed cheesy bread, and bread
twists "de canela."
FAST FOOD FACTS 2021 7
Taco Bell
TACO BELL
Taco Bell spent $377.5 million to advertise in 2019 (#3 among all restaurants). The restaurant also ranked
number-four in ad spending on Black-targeted TV and number-five in ad spending on Spanish-language
TV. Taco Bell spent $3.3 million on digital advertising, ranking number-10.
Social media accounts
Facebook Twitter Instagram YouTube TikTok
Followers Followers Followers Subscribers Followers
Restaurant (000) (000) (000) Videos (000) (000)
Taco Bell 9,762 1,900 1,400 72 114 547
Taco Bell ranked number-five on Twitter with 1.9 million followers and number-six on YouTube in number
of subscribers. The restaurant also ranked in the top-ten on all other social media platforms.
In 2020, Taco Bell released an augmented reality (AR)
Instagram filter called “Which Item?” that revealed to the user
which popular menu item they were most like.8 There were eight
menu items that users could be sorted into, including the Doritos
Locos Taco and the Chicken Quesadilla
Actor Noah Centineo appeared in promotions for
the “Build Your Own Cravings Box” on social media,
including the Acting Challenge campaign on TikTok.
Fans were encouraged to post videos of themselves
participating in a scripted “meet-cute” with Centineo.9
FAST FOOD FACTS 2021 8
Burger King
BURGER KING
Burger King spent $348.8 million to advertise in 2019 (#4 among all restaurants). The restaurant ranked
number-three in ad spending on Black-targeted TV and number-eight in ad spending on Spanish-language
TV.
Social media accounts
Facebook Twitter Instagram YouTube TikTok
Followers Followers Followers Subscribers Followers
Restaurant (000) (000) (000) Videos (000) (000)
Burger King 8,490 1,900 1,900 72 108 584
Burger King ranked number-four on Instagram and number-six on Twitter, and ranked in the top-ten on all
other social media platforms.
In 2021, Burger King collaborated with
Nintendo to offer a limited-edition “Super
Mario Meal” (a Whopper sandwich, small
fries, and a small fountain drink). When
customers ordered this meal through the
BK Mobile App or online, they were entered
for a chance to win a Nintendo Switch Prize
Pack, which included a Nintendo Switch
system and the new Super Mario game.10
The campaign was promoted on Facebook
and Instagram.
FAST FOOD FACTS 2021 9
Burger King
In 2020, Burger King launched the Whopper Dance Challenge on
TikTok. Users could get a Whopper sandwich for $1 if they posted a
video of themselves doing the #WhopperDance on TikTok.
The promotion featured popular TikTok creators
Loren Gray, Avani, and Nathan Davis Jr., who
provided dance tutorials for users to imitate.11
Burger King partnered with GrubHub
and the popular video game “Call of Duty
Modern Warfare” in a 2019 promotion
advertised on Facebook and Instagram.
Users who ordered a “Burger Town”
themed meal through GrubHub received
codes for the video game, allowing them
to unlock bonus in-game content.12
FAST FOOD FACTS 2021 10Subway
SUBWAY
Subway spent $250.5 million to advertise in 2019 (#5 among all restaurants). The restaurant allocated
$34.1 million (16% of its TV advertising budget) to advertising on Spanish-language TV (#3). Subway
ranked number-two in digital ad spending ($11.5 million) and dedicated ad spending to promote its mobile
ordering app.
Social media accounts
Facebook Twitter Instagram YouTube TikTok
Followers Followers Followers Subscribers Followers
Restaurant (000) (000) (000) Videos (000) (000)
Subway 23,128 2,300 1,300 18 92 196
Subway ranked number-four on Twitter with 2.3 million followers, and number-five on Facebook with
more than 23 million followers. On all other social media platforms Subway ranked in the top-ten.
Subway collaborated with NFL legend Deion Sanders
to create a dance trend known as the “Footlong
Shuffle” in an initiative to raise money for NFL Play 60
– a national youth health and wellness campaign that
encourages kids to be physically active. The football
star challenged NFL players and fans to do their
version of the dance and post it on social media.13
The promotion appeared across multiple social
media accounts.
FAST FOOD FACTS 2021 11Subway
In another campaign with the NFL, Subway partnered with players
Marshawn Lynch and Keenan Allen for the Pro Teen Awards – a
program where high school football players could be nominated
to win a $1,500 scholarship.14 The campaign was promoted on
Facebook, Twitter, and TikTok.
Subway promoted the return of the $5 Footlong with social media
marketing featuring a new version of the famous jingle sung by
artist Charlie Puth.15 The campaign also featured the hashtag
#SUBstepchallenge where actor Jordan Fisher and other TikTok
influencers posted videos of themselves dancing to the updated $5
Footlong jingle.
During the 2019 NCAA Men’s Basketball Tournament, Subway ran a
campaign on Snapchat that included “Snap Ads, augmented reality
(AR) Audience Lenses and Filters and a brand takeover of a channel
in Discover.” The successful campaign led to a 13-point increase in
brand favorability and a 17-point increase in brand affinity among
Gen Z and millennials.16
FAST FOOD FACTS 2021 12Wendy's
WENDY’S
Wendy’s spent $247.0 million to advertise in 2019 (#6 among all restaurants) and dedicated $31.6 million
(14% of its TV advertising budget) to advertising on Spanish-language TV (ranking #4). Wendy’s ranked
number-five in ad spending on Black-targeted TV and number-three in digital ad spending ($7.3 million).
Ad spending was also dedicated to promoting Wendy's mobile ordering app.
Social media accounts
Facebook Twitter Instagram YouTube TikTok
Followers Followers Followers Subscribers Followers
Restaurant (000) (000) (000) Videos (000) (000)
Wendy’s 8,045 3,800 1,000 49 97 1,500
Wendy’s had a significant presence on Twitter and TikTok, ranking number-two and number-four,
respectively. The restaurant also ranked fifth in subscribers on YouTube.
Wendy’s created a character on the popular video game Animal Crossing
that resembled its red-headed mascot. The restaurant streamed the
game on its Twitch account17 – a video live streaming service – and used
multiple social media accounts to promote streaming events.
In 2019, Wendy’s also created its own video game “Feast
of Legends,” which featured products from the restaurant.
The game was promoted across multiple social media
platforms.
FAST FOOD FACTS 2021 13Wendy's
Wendy’s partnered with Adult Swim, a popular
TV network among young people, to promote
the restaurant’s breakfast items. Social media
marketing featured characters from the show
“Rick and Morty.”18
In a promotion for Wendy’s Spicy Nuggets, popular TikTok
creators like Ben Azelart were featured in videos using the
hashtag #SpicySnap, in which they snapped their fingers
and Spicy Chicken Nuggets appeared.19
Wendy’s YouTube account featured videos of
Spanish-language advertisements. This video
promoted Wendy's Breakfast Baconator and had over
800 thousand views.
FAST FOOD FACTS 2021 14KFC
KFC
KFC spent $200.5 million to advertise in 2019, ranking eighth among all restaurants. The restaurant also
ranked in the top-ten for Black-targeted TV ad spending (#9) and Spanish-language TV ad spending (#7),
and spent $6.4 million on digital advertising (#4).
Social media accounts
Facebook Twitter Instagram YouTube TikTok
Followers Followers Followers Subscribers Followers
Restaurant (000) (000) (000) Videos (000) (000)
KFC 56,371 1,400 1,600 60 440 342
KFC had a significant presence on Facebook and YouTube, ranking second in followers and subscribers on
these platforms and in the top-ten on Twitter, Instagram, and TikTok.
In a campaign with the shoe company
Crocs, KFC released the KFC X Crocs
Bucket Clogs, which featured charms to
decorate the shoe that smelled like fried
chicken. The promotion was advertised
across multiple social media accounts
and successfully reached teen audiences.
Crocs’ presence on TikTok contributed to its
popularity among teens.20
FAST FOOD FACTS 2021 15KFC
In the “Buckets on Buckets”
campaign, KFC collaborated
with Overtime – a popular sports
social media account – to
sponsor a series of interviews with
professional basketball players.
The campaign featured NBA Star
J.J. Redick and was promoted on
Facebook, Instagram, and Twitter.21
In 2019 KFC's social media marketing featured
a CGI (computer-generated imagery) version
of Colonel Sanders as a virtual influencer. The
character, a modern take on the Colonel’s original
look, promoted the restaurant on Instagram.22
KFC created an anime-style video game featuring Colonel Sanders
that was promoted on social media,23 and in 2019 it promoted the
Colonel Sanders Funko Pop! Ad Icons collectible figure on Facebook,
Instagram, and Twitter.
FAST FOOD FACTS 2021 16Pizza Hut
PIZZA HUT
Pizza Hut spent $194.6 million to advertise in 2019 (#9 among all restaurants), ranking number eight in ad
spending on Black-targeted TV. The restaurant allocated $6.3 million to digital advertising (ranking #6)
and dedicated spending to its website (pizzahut.com).
Social media accounts
Facebook Twitter Instagram YouTube TikTok
Followers Followers Followers Subscribers Followers
Restaurant (000) (000) (000) Videos (000) (000)
Pizza Hut 32,300 1,600 1,800 41 83 146
Pizza Hut ranked number-four on Facebook with more than 32 million followers and number-five on
Instagram. It also ranked in the top-ten for followers on Twitter (#7) and subscribers on YouTube (#10).
In a nostalgia-driven campaign,
Pizza Hut collaborated with Pac-
Man to create a limited-edition pizza
box that allows customers to play
an augmented reality (AR) version
of the classic arcade game on their
phone.24
In another campaign on Instagram and
Twitter, Pizza Hut offered a free medium pizza
to Class of 2020 high school graduates.25
FAST FOOD FACTS 2021 17Pizza Hut
In 2020, Pizza Hut partnered with
Gravity Blanket to introduce the
Original Pan Weighted Blanket.
Within hours of being announced,
the product sold out. The promotion
tapped into the “self-care” trend
that became increasingly popular
among young people during the
pandemic.26
In a partnership with Beyond Meat, Pizza Hut advertised its new Beyond
Italian Sausage Pizza. Popular comedian Kevin Hart appeared in promotions
on social media.
FAST FOOD FACTS 2021 18Dunkin'
DUNKIN’
Dunkin’ spent $186.6 million to advertise in 2019 (#10 among all restaurants), and ranked number-nine
in digital advertising spending ($5.0 million). Dunkin’ also dedicated spending to advertise its mobile
ordering app.
Social media accounts
Facebook Twitter Instagram YouTube TikTok
Followers Followers Followers Subscribers Followers
Restaurant (000) (000) (000) Videos (000) (000)
Dunkin’ 15,882 1,200 2,200 272 44 2,300
Dunkin’ ranked number-one on TikTok. It was the only restaurant to have more than 2 million followers
on this platform and one of two restaurants with more followers on its TikTok account than on its
Instagram or Twitter accounts. Dunkin’ also ranked in the top-ten on all other platforms, including third
on Instagram (followers) and YouTube (number of videos).
In 2020 Dunkin’ partnered with the
most-followed person on TikTok -
Charli D’Amelio. The 17-year-old
former competitive dancer had over
112 million followers on the platform
as of April 2021.27 The restaurant
released a signature drink “The
Charli” (cold brew coffee with whole
milk and three pumps of caramel
swirl, with 41 grams of sugar in a
medium size) through promotions
across Instagram, Twitter, and
TikTok. The launch day set a record
for the number of daily users on the
Dunkin’ app.28
The campaign also featured a song and dance with the
hashtag #CharliRunsOnDunkin on TikTok, as well as
Dunkin’ merchandise promoted by the teen influencer.
FAST FOOD FACTS 2021 19Dunkin'
Dunkin’ collaborated with iconic rapper Snoop Dogg in a
promotion for its new Beyond Meat breakfast sandwiches. As
part of the campaign, the restaurant launched the "Beyond
D-O-Double G Sandwich" (a Beyond Sausage patty with egg
and cheese on a sliced glazed donut) which was inspired
by the rapper's "passion for plant-based protein and love of
glazed donuts.”29 The sandwich was promoted on Instagram,
Twitter, and TikTok, along with Dunkin’ themed merchandise.
The Dunkin’ YouTube account features
Spanish-language videos. This one had
over 2.1 million views.
FAST FOOD FACTS 2021 20Chick-fil-A
CHICK-FIL-A
Chick-fil-A spent $119.4 million to advertise in 2019 (#15 among all restaurants). The restaurant allocated
a high proportion (18%) of its TV advertising budget to Spanish-language programming. It also spent $5.9
million on digital advertising (#7).
Social media accounts
Facebook Twitter Instagram YouTube TikTok
Followers Followers Followers Subscribers Followers
Restaurant (000) (000) (000) Videos (000) (000)
Chick-fil-A 7,631 1,100 1,800 296 52 106
Chick-fil-A ranked second in number of videos on YouTube and sixth in number of followers on Instagram.
Chick-fil-A's YouTube account had Spanish-
language videos. This one celebrated
Hispanic Heritage month.
This Spanish-language video was part of of Chick-fil-A's
#thelittlethings campaign (#laspequeñascosas) and
profiled a young man's contribution to his community in
Washington Heights, NY.
FAST FOOD FACTS 2021 21Chick-fil-A
In 2020, Chick-fil-A announced a new focus for its annual
True Inspiration Awards, committing to providing $5 million in
grants to Black-led non-profits and groups serving the Black
community.30
The restaurant promoted the campaign across social media accounts, and highlighted each of the award
winners in a thread on Twitter.
FAST FOOD FACTS 2021 22Chipotle
CHIPOTLE
Chipotle spent $69.4 million to advertise in 2019 (#19 among all restaurants). The restaurant allocated
$2.2 million to digital advertising (#12) and promoted its mobile ordering app in ads.
Social media accounts
Facebook Twitter Instagram YouTube TikTok
Followers Followers Followers Subscribers Followers
Restaurant (000) (000) (000) Videos (000) (000)
Chipotle 3,302 1,000 1,000 49 97 1,500
Chipotle had a notable presence on TikTok, ranking number-two with 1.5 million followers. Chipotle was
one of two restaurants in this analysis with more followers on TikTok than on Twitter or Instagram. It
also ranked number-eight in subscribers on YouTube.
Chipotle had a number of successful campaigns on
TikTok. In 2019, Chipotle promoted the #GuacDance
Challenge on National Avocado Day. The campaign
encouraged “fans to put their own spin on Dr.
Jean’s viral ‘Banana Dance’ with a gyrating tribute to
guacamole” and featured influencers Loren Gray and
Brent Rivera. The challenge led to a record-breaking
digital sales day for the restaurant, generating 500
million impressions from 250,000 videos submitted by
fans.31
Chipotle also launched the Lid Flip Challenge – a promotion
for digital orders on Cinco de Mayo – alongside the launch
of YouTube star David Dobrik’s TikTok account, resulting
in record-breaking sales and driving app downloads and
delivery orders among Gen Zs. Fans posted videos of
themselves flipping the lid onto a Chipotle burrito bowl.32
FAST FOOD FACTS 2021 23Chipotle
Chipotle partnered with NBA star Trae Young and popular
YouTube celebrity Dude Perfect, to launch the “Trick Shot
Challenge” on TikTok. To participate, users posted a video of
themselves shooting a 53-foot shot and paired it with the original
video of Young using the duet feature on the platform.33
In 2020, Chipotle partnered with Teen Vogue to host a virtual
prom after-party for high schoolers during the Covid-19
pandemic. The event was hosted by popular YouTuber David
Dobrik. It featured code giveaways, product drops, and AR
lenses on Snapchat and Instagram that allowed teens to virtually
take a picture with Dobrik. Users could also enter for a chance to
win a $25,000 scholarship on Instagram. For the event, Chipotle
also collaborated with DIY influencer Sophie Parker and e.l.f.
Cosmetics to release a "burrito-inspired cosmetics set."34
FAST FOOD FACTS 2021 24Starbucks
STARBUCKS
Starbucks spent $66.6 million to advertise in 2019 (#21 among all restaurants) and did not advertise on
Spanish-language TV or Black-targeted channels. In contrast, Starbucks ranked number-five in digital
advertising spending ($6.3 mill) and also advertised its mobile app on TV.
Social media accounts
Facebook Twitter Instagram YouTube TikTok
Followers Followers Followers Subscribers Followers
Restaurant (000) (000) (000) Videos (000) (000)
Starbucks 35,540 10,900 18,000 584 312 1,300
Starbucks had a notable presence on social media, ranking among the top-three on all platforms analyzed.
The restaurant ranked number-one in followers on Instagram and Twitter and in number of videos on
YouTube, far surpassing all other restaurants on these measures. It also ranked third in followers on
Facebook and TikTok and subscribers on YouTube.
In 2019 Starbucks partnered with Ariana Grande
to promote the “Cloud Macchiato” on its social
media accounts.35
Starbucks created Instagram filters to match users with their favorite
drink.36 After one try users had the option to "Send To," which allowed
users to send the filter directly to friends so they could try it out and send
back their answers. Users could also hit "save effect" to make it available
to use on selfies in the future.
FAST FOOD FACTS 2021 25Starbucks
Starbucks also benefited from user-generated content on social media.
Users’ posted reviews of Starbucks drinks on TikTok with #Starbucks or
specific Starbucks' drink names.37
In July of 2019 Starbucks promoted its youth-oriented time-
limited Tie-Dye Frappuccino, with 39 grams of sugar in a
“Tall” and 75 grams of sugar in a "Venti."
FAST FOOD FACTS 2021 26METHODS To identify examples of campaigns targeted to teens
and/or Black and Hispanic youth we conducted
Twelve fast-food restaurants were selected for this internet searches using the restaurant names plus the
analysis. Each had total advertising spending of more following terms.
than $60 million in 2019, and: ■ Most popular social media campaigns;
■ Ranked in the top-ten in advertising spending on
■ Viral social media campaigns; and
Spanish-language TV and/or Black-targeted TV;
■ Social media marketing.
■ Promoted digital (mobile apps and websites) in its
ads; and/or We also identified campaigns by conducting searches
■ Ranked top-ten in spending on digital advertising. that included the restaurant names plus the names of
online publications that cover media and advertising,
To document social media followers/subscribers, we including:
identified restaurant accounts on five popular social ■ Shorty Awards (“The Shorty Awards honor the best
media platforms: Facebook, Twitter, Instagram, TikTok of social media by recognizing the influencers,
and YouTube. brands and organizations on Facebook, Twitter,
■ First, we identified all links to these platforms from YouTube, Instagram, TikTok, and more.”38);
restaurant or parent company websites in February ■ OMMA (Online marketing award sponsored by
2021. MediaPost); and
■ We then searched within each of the five social ■ Trade press, including MediaPost, Adage,
media platforms using the fast-food restaurant name Mediaradar.com, and Forbes.
as the keyword.
■ We excluded the following accounts from the final We excluded campaigns that explicitly stated the
analysis: promotion was for ages 18 or older and those that
› Facebook and Twitter accounts with less than launched prior to 2019. Therefore, all examples were
10,000 followers; for campaigns that occurred between January 2019
› Accounts not created or managed by the brand or
and March 2021.
company (e.g., Facebook community pages);
This analysis supplements Fast Food FACTS 2021,
› Accounts that had not been updated with posts or
which provides detailed information on advertising
tweets since December 1, 2019; and spending, TV advertising exposure, and TV advertising
› Accounts for non-U.S. users or with the majority of targeted to Black and Hispanic children and teens for
content in a language other than English. all fast-food restaurants in 2019.
For all social media accounts identified above, we
noted the following metrics as of March 2021:
■ Followers on Facebook, Twitter, Instagram, and
TikTok;
■ Subscribers on YouTube; and
■ Number of videos on YouTube (indicated when
YouTube channel is searched for videos).
For the full report, visit: https://uconnruddcenter.org/research/food-marketing/facts/
This research was funded by a grant from the Robert Wood Johnson Foundation
(RWJF). The views expressed in this report do not necessarily reflect the views of the
Foundation.
FAST FOOD FACTS 2021 27REFERENCES
17. Cooper D (2020, Apr 1). GameRant. Wendy's is Playing Animal
1. Kelso A (2020, Oct 6). Forbes. From Travis Scott To J Balvin, Crossing: New Horizons and It's Hilarious. https://gamerant.com/
McDonald’s ‘Marketing War Chest’ Is Filled With Celebrity Meal animal-crossing-new-horizons-wendys-twitch/
Promotions That Are Proving Wildly Popular. https://www.forbes.
com/sites/aliciakelso/2020/10/06/mcdonalds-marketing-war- 18. Ad Age (2020, May 18). Wendy’s teams up with Adult Swim’s
chest-is-filled-with-celebrity-meal-promotions/?sh=59a166c423af ‘Rick and Morty’. https://adage.com/creativity/work/wendys-
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2. Ibid.
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