Chuck E. Cheese’s Earns Coveted Top 50 Restaurant Brand on Social Media Recognition from Restaurant Business Magazine
DALLAS – Apr. 2, 2013
Chuck E. Cheese’s social media strategy is winning according to Restaurant Business Magazine’s annual review of restaurant brands’ social media. The leading publication for commercial foodservice news recognized Chuck E. Cheese’s as a “2013 Social Media 50: Winning Strategies” company because of the quality of engagement on its social profiles and its expansion across multiple platforms.
Each year, the magazine works to identify restaurants that excel at growing their social media following. Using data compiled by Digital Coco, a reputation tracking firm, Chuck E. Cheese’s stood out by asking for customer feedback; leveraging partnerships on its social media profiles; creating corporate transparency through the use of video; promoting month-long events and connecting with moms.
“Chuck E. Cheese’s is very excited to be identified by Restaurant Business Magazine as a top restaurant brand on social media,” said Scott McDaniel, chief marketing officer, Chuck E. Cheese’s. “We’ve been working with MCC to enhance our social media strategy to make sure we best represent the Chuck E. Cheese’s brand online while also connecting with moms and dads in different, more valuable ways than we have in the past. While we believe we have done well, we are very proud to receive this industry recognition to share with MCC.”
MCC’s work with Chuck E. Cheese’s began by developing a strong Facebook presence in 2010 and expanded in the past two and a half years to include Twitter, YouTube, Pinterest and foursquare. By crafting a strategy that focused on creating quality engagement with parents, MCC was able to increase interactions with Chuck E. Cheese’s customers by successfully gaining more than 470,000 Facebook likes, more than 6,200 Twitter followers and more than 1,500 Pinterest followers for the company.
Successful and recognized strategies used by MCC for Chuck E. Cheese’s are:
Asking for Opinions
MCC assisted in creating dialogue between families and Chuck E. Cheese’s, and also engaged with parents online to receive feedback on outfits, poses and music for the new Chuck E. Cheese’s character. In addition, MCC monitored, gathered and analyzed feedback to improve guest relations and business operations.
Partnering for Content
MCC helped establish “Joke of the Week” in partnership with Nestlé’s Laffy Taffy to share jokes on Chuck E. Cheese’s website, Facebook, Twitter and Pinterest accounts. Additionally, MCC assisted Chuck E. Cheese’s in establishing a partnership with PBS Kids to share educational content on all of the company’s social media platforms.
Creating Transparency via Videos
MCC created and produced a “Gluten-free the Right Way” video demonstrating the step-by-step process of how Chuck E. Cheese’s gluten-free products are made, increasing transparency of the company. MCC capitalized on and used real endorsements in the gluten-free product launch from parents in a Minnesota pre-launch providing authenticity and peace of mind for parents with kids who have gluten-free needs.
Promoting Month-Long Events
MCC publicized Chuck E. Cheese’s month-long Halloween event, Chucktober, using social media platforms resulting in increased traffic in stores, online photo sharing and discussions between bloggers and readers.
Connecting with Moms
MCC connected moms with Chuck E. Cheese’s by creating Mom Blog Mondays to feature the mom blog voice and insights on social platforms. Through these connections, Chuck E. Cheese’s utilized bloggers to promote lesser-known programs such as Kid Check and Rewards Calendars.
As part of its services, MCC strives to be the best in integrating social media for its clients. The agency believes that social networking is an essential part of a modern brand. This not only includes status updates and tweets, but a wide array of services such as content creation and curation, individualized social network creation, online reputation management, and community management and customer service.
“Since we first started working with Chuck E. Cheese’s on social media, we committed to creating conversations and lasting relationships with the company’s fans, brand enthusiasts and everyday parents who come into their stores,” said Jim Terry, senior vice president, account service, MCC. “It was this understanding of quality over quantity that’s made the brand’s social media strategy successful. We are thrilled to have our work on behalf of Chuck E. Cheese’s recognized by a top trade publication, and we hope to continue to lead the way for other businesses using social media.”
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