Stuck in self isolation, Americans have essentially two choices for their continued survival. They can one; with their extra free time do what people have done for generations which is strap on an apron and prepare delicious home cooked meals for their families or they can two; take the path of least resistance and swipe an app on their phone to make food appear. While there are definitely some people who are cooking more and we’ll cover that more in a future blog post; the social media data indicates a huge lift in consumers opting for food delivery.
There have been 183K mentions of food delivery services within the last 28 days and yesterday, there were over 12K mentions of these brands, experiencing a 7x growth compared to the beginning of this month. The most mentioned brand was uberEATS, responsible for 41% of the overall conversation, followed by DoorDash, accounting for one-quarter of the mentions.
In addition to conversation, we always like to take a look at new Wikipedia page views, which we find is a great proxy for organic search since you can’t pay to have your brand’s Wikipedia page surface to the top of searches! Below you’ll find the volume of Wikipedia page views throughout the last 28 days:
|Rank||Brand||New Wikipedia Page Views||Movement|
Similar to organic conversation, DoorDash and UberEATS were the most searched for brands with DoorDash generating the highest movement month over month.
So, we know which brands have been the most spoken about and searched for, but… who has been the most successful in engaging their audience on social? We took a look at the volume of Social Engagement and normalized for Audience Size to create a Social Engagement Rate:
|Rank||Brand||Social Engagement Rate||Social Engagement||Audience Size|
DoorDash and Postmates found success on Twitter after turning to comedy:
After DoorDash shared the above tweet, the brand made sure to respond to all replies, especially engaging with funny memes and gifs shared by fans.
Postmates hilariously incorporated their food delivery services with the very popular show, Tiger Kings, helping the brand achieve the #2 ranking.
Uber Eats took a different approach, making sure to express gratitude for all who are working to support communities and commitment to keeping their customers safe on Instagram. These posts helped the brand achieve a high volume of engagements on social.