Barely a day passes without some small business expert advocating the benefits of having a social media strategy. But for all of the work that’s involved with building a social media profile, how do franchises track their actual profits? Two food franchises are now claiming they have found a link between social media success and revenues.
The Dallas Morning News has profiled the outstanding social media success of Genghis Grill and Freebird World Burrito. Take a look at the stats. Genghis Grill has picked up nearly 9,000 Twitter followers since May, which Freebirds has gained 45,000 Facebook followers in a year, the paper reports. Both franchises believe that their aggressive social media promotion spawned corresponding explosions in online interest which are now creating profits.
"It's a reflection of what the dialogue is in the real world, which we would never hear if we didn't have Facebook," said Jeff Carl, chief marketing officer for California-based Tavistock Restaurants, which owns Freebirds, told the paper.
This sentiment is backed up by Genghis Grill chief executive Al Bhakta.
"We know it's working. People are talking about our brand. Our average systemwide [sales] volumes have grown. Store openings are better now," he said.
The story says that these two businesses are trend-setters for food franchises. After businesses like Domino’s had challenging experiences with social media, some franchises have been cagy about implementing a social media policy. Proof is beginning to emerge now that Facebook and Twitter can create more than a conversation for franchises.
They can create profits as well.