www.makesocialsense.com | [email protected] Powered by Brandwatch | www.brandwatch.com Background • Grillstock asked us to produce a simple, unbiased report analysing current trends in peoples’ interests and online conversaPons surrounding the UK BBQ industry. • The purpose of this analysis was to help Grillstock idenPfy what products customers may want to see on the shelf, and/or how Grillstock should posiPon and differenPate their products to be aligned with current consumer wants. Report Outcome • Grillstock have used our analysis in the development of their new sauces. Currently under experimentaDon are a new sauce aimed at the home sandwich market, and a new sauce for the takeaway market with an alcohol-‐based theme. • Based off our analysis, Grillstock have pivoted away from focusing exclusively on pulled pork, and are exploring various BBQ chicken recipes in their new restaurant. • Our analysis of trends in fashions over Dme has led Grillstock to experiment various BBQ-‐ themed snacks and take-‐away side orders. (We are unable to disclose further details out of respect for Grillstock’s privacy) • Grillstock have incorporated our analysis of the USA’s commercialisaDon of social media in the BBQ industry into their own online markeDng strategies. New techniques have been launched to encourage customer loyalty, and raise online publicity surrounding the brand. (We are unable to disclose further details out of respect for Grillstock’s privacy) In order to respect Grillstock’s privacy, certain conclusions and sec6ons of the report have been omi;ed. This sample report is for illustra6ve purposes of our work and ability only. 1
| [email protected] Powered by Brandwatch | www.brandwatch.com 0 500 1000 1500 2000 2500 3000 1.1.12 1.3.12 1.5.12 1.7.12 1.9.12 1.11.12 1.1.13 1.3.13 53,997 menPons Related to BBQs, 01-‐Jan to 31-‐Mar 2013 9,371 MENTIONS BBQ Meats 6,473 MENTIONS Branded Sauces 13,394 MENTIONS Sauces Current Period 01-‐Mar – 31-‐Mar • We analysed peoples’ interests within the UK BBQ industry for the recent period of 1-‐Jan to 31-‐ Mar 2013, and invesPgated how interests trended over Pme for the period 1-‐Jan-‐’12 to 31-‐Mar’13. • We further conducted a deeper analysis into consumers’ interests and discussions regarding BBQ sauces, the single most spoken about topic. 2
sauces were the most spoken about topics. There were more posts from people using BBQ sauces on fast food, sandwiches and their breakfast than there were menPons of people having pit barbecues. • BBQ sauces were predominantly used with fast food (especially chips and chicken nuggets), followed by fried breakfasts (eggs, bacon, sausages), and home-‐made sandwiches. • Sauces were referred to by their brand, not their flavour. Any flavour menPons were within brand context, e.g. HP’s Classic Woodsmoke BBQ Flavour. Outside of branded menPons BBQ sauce was leb unbranded simply as ‘BBQ sauce’, e.g. BBQ flavoured sauce on McDonald’s chips – there was no discussion of unbranded sauces having different flavours. • Alcohol associated BBQ sauces are becoming fashionable. 40% of the voice surrounding branded BBQ sauces was about Jack Daniels and Budweiser BBQ sauces. Restaurants that offered these sauces received publicity; TGI Friday’s was repeatedly menPoned for offering Jack Daniels BBQ Sauce. • Comments about the taste of these alcohol sauces were very mixed. Approximately 2/3 of the comments were posiPve, 1/3 negaPve. • HP BBQ Sauce was the single most spoken about branded sauce, with “Classic Woodsmoke” being the most popular flavour. MenPons for HP and Heinz BBQ sauces suggested incredibly strong brand loyalty. • 53% of all meat discussion was about chicken, and a further 24% was about pork. Turkey, lamb and sausages received few menPons. • Cooking method menPons differed by meat. The most discussed ways to serve barbecued chicken were served with rice, served wrapped in bacon, and served with chips. Pork and beef cooking discussions resembled a more American BBQ style, with pulled pork, shoulder pork and beef brisket slow cooking being the favourite styles. • Mixing Coca-‐Cola with pulled pork is a new trending recipe. SocialSense | www.makesocialsense.com | [email protected] Powered by Brandwatch | www.brandwatch.com 3
the majority of anenPon. There were more posts from people using BBQ sauces on fast food, sandwiches and their breakfast than there were menDons of people having pit barbecues. • Our search found 53,997 results relevant to the UK BBQ industry for the recent quarter; 1-‐Jan to 31-‐Mar 2013. • The following topic groups received the greatest amount of online anenPon: BBQ Flavour, Sauces 13,394 menPons BBQ Chicken 4,967 menPons BBQ Pringles 787 menPons BBQ Area, Holiday Home 379 menPons Tesco Burgers 918 menPons SocialSense | www.makesocialsense.com | [email protected] Powered by Brandwatch | www.brandwatch.com 6
[email protected] Powered by Brandwatch | www.brandwatch.com BBQ Sauce • BBQ Sauce was the single most spoken about topic. • People predominantly menDoned they were using BBQ flavoured sauces with fast food (especially chips and chicken nuggets), followed by fried breakfasts (eggs, bacon, sausages), and home-‐made sandwiches. There was linle culture of people having American style barbecued pork and ribs (with or without sauce) at home. • Sauces aimed at home sandwich and breakfast use were consequently the most popular. HP BBQ flavoured sauce was the single most menPoned, with 30% of branded sauce voice. • The emphasis was on brand. BBQ sauces were referred to by their brand, not their flavour. Any flavour menPons were within brand context, e.g. HP’s Classic Woodsmoke BBQ Flavour. Outside of branded menPons BBQ sauce was leb unbranded simply as ‘BBQ sauce’, e.g. BBQ flavoured sauce on McDonald’s chips – there was no discussion of unbranded sauces having different flavours. • 40% of the voice surrounding branded BBQ sauces was about Jack Daniels and Budweiser BBQ sauces. BBQ Sauces containing alcohol are the new fashion. People posted their enthusiasm upon discovering these sauces exist, and restaurants that offered alcohol associated sauces received publicity. Current BBQ Discussion 28-‐Jun-‐10 28-‐Oct-‐10 28-‐Feb-‐11 30-‐Jun-‐11 31-‐Oct-‐11 29-‐Feb-‐12 30-‐Jun-‐12 31-‐Oct-‐12 28-‐Feb-‐13 Jack Daniels Budweiser Jack Daniels and Budweiser menPons over Pme Nr. MenPons 7
[email protected] Powered by Brandwatch | www.brandwatch.com BBQ Meats • 53% of all meat discussion was about chicken. Approximately half of chicken menPons came from people preparing food at home, and half were from people talking about fast food; mostly chicken nuggets. Discussion surrounding the other meats was predominantly centred around home cooking. There was no indicaDon of BBQ restaurant culture. • Cooking method discussions differed by meat. The most spoken about ways to serve barbecued chicken were: -‐ served with rice -‐ served wrapped in bacon -‐ served with chips Whole barbecued chicken, chicken wings and drumsPcks were equally menPoned. Pork and beef cooking discussions resembled a more American BBQ style. Pulled pork, shoulder pork and beef brisket slow cooking were the most menPoned styles. Mixing Coca-‐Cola with pulled pork was a popular new trending recipe. 53% 11% 24% 4% 2% 6% Chicken Beef Pork Sausages Turkey Lamb 9,371 MENTIONS BBQ Meats Current BBQ Discussion 8
[email protected] Powered by Brandwatch | www.brandwatch.com • Turkey, lamb and sausages received few menPons. • Most of the content for lamb consisted of blogs and forums promoDng lamb as an alternaDve BBQ food. The most popular recipes were lamb chops and barbecued kebabs. Some of the promoPng websites were popular, e.g. www.them-‐apples.co.uk which received 4515 backlinks. Indian lamb kebabs These skewers of lamb are perfect for the barbecue and make a good alterna6ve to the normal barbecue standards of burnt sausages and undercooked chicken. They’re easy to make, and cook in just a few minutes. It’s be;er if the lamb is cooked slightly pink. The flavourings here are most definitely Indian, a heady mix of chili, garlic... www.them-‐apples.co.uk • Tesco burgers came up as a topic due to Tesco receiving criPcism for its horse meat scandal. There was linle construcPve informaPon in these posts regarding customers’ purchasing interests. • Forums played a key role in online meat discussions. People mainly discussed inexpensive places to buy quality food, and BBQ recipes; in that order. Recipe discussions focusing on which side orders to serve with meats were the most viewed. 11% 6% 31% < 1% 34% 3% 11% 1% Current BBQ Discussion 9
[email protected] Powered by Brandwatch | www.brandwatch.com Other • There were numerous results from various travel agent websites; agents adverPsing a BBQ area as part of a holiday home package. These results were however from professional websites; this was not a topic that Grillstock’s target customers spoke about. • The two most acDve forums for BBQ meat discussions were Yahoo Answers and Money Supermarket. We recommend monitoring these for the latest meat trends. www.answers.yahoo.com Site Visitors: 410,000,000 per month Backlinks: 755,736 www.forums.moneysavingexpert.com Site Visitors: 6,000,000 per month Backlinks: 5371 Current BBQ Discussion 10
people’s interests and fashions within the UK BBQ industry. To compliment our earlier analysis of Q1 2013, our period of study covers 01-‐Jan-‐2012 to 31-‐ Dec-‐2012. • We focused on 3 areas: (i) How did people’s current discussion interests (between 01-‐Jan-‐2013 to 31-‐Mar-‐2013) hold over the past year? Are these sustained interests? (ii) Seasonal trends over the year. (iii) Special events. Do barbecues form part of the public holiday culture? (i) Current Interests Over Time SocialSense | www.makesocialsense.com | [email protected] Powered by Brandwatch | www.brandwatch.com 0 10 20 30 40 50 60 70 80 27-‐Dec-‐10 27-‐Mar-‐11 27-‐Jun-‐11 27-‐Sep-‐11 27-‐Dec-‐11 27-‐Mar-‐12 27-‐Jun-‐12 27-‐Sep-‐12 27-‐Dec-‐12 % Chicken % Pork % Beef % Sausages %Turkey % Lamb % % of Meat MenPons • For the period Jan 2011 – Mar 2013, there were no significant changes in the proporDon of discussions surrounding each meat. • Chicken remained by far the most discussed, comprising 40% -‐ 60% of all menPons. Pork was the second most discussed, with 15% -‐ 30% of total voice. 12
SocialSense | www.makesocialsense.com | [email protected] Powered by Brandwatch | www.brandwatch.com 1 Jan 1 Feb 1 Mar 1 Apr 1 May 1 Jun 1 Jul 1 Aug 1 Sep 1 Oct 1 Nov 1 Dec 1 Jan 1 Feb VIDEOS TWITTER NEWS IMAGES GENERAL SITES FORUMS BLOG 1-‐Jan – 31-‐Mar Q1 1-‐Apr – 30-‐Jun Q2 1-‐Jul – 30-‐Sep Q3 1-‐Oct – 31-‐Dec Q4 Current Period • To form an understanding of seasonal panerns in consumer interests in the BBQ industry, we have provided a brief overview analysis for each individual quarter. 45,576 MenPons 88,478 MenPons 75,331 MenPons 39,891 MenPons In order to respect Grillstock’s privacy, the following secDon has been omiced: pages … -‐ … This sample report is for illustraDve purposes of our work and ability only. 13
[email protected] Powered by Brandwatch | www.brandwatch.com Historical PerspecDve 1 Jan 1 Feb 1 Mar 1 Apr 1 May 1 Jun 1 Jul 1 Aug 1 Sep 1 Oct 1 Nov 1 Dec 1 Jan 1 Feb VIDEOS TWITTER NEWS IMAGES GENERAL SITES FORUMS BLOG BANK HOLIDAY DATE PERIOD ANALYSED NR. MENTIONS ANALYSED Easter 6-‐Apr to 9-‐Apr 3-‐Apr to 12-‐Apr 10,165 Early May Bank Holiday 7-‐May 4-‐May to 10-‐May 7,255 Spring Bank Holiday 4-‐Jun 1-‐Jun to 7-‐Jun 11,042 Bacle of the Boyne (N. Ireland) 12-‐Jul 9-‐Jul to 15-‐Jul 6,196 Summer Bank Holiday (Scotland) 6-‐Aug 3-‐Aug to 9-‐Aug 6,487 Summer Bank Holiday (England & Wales) 27-‐Aug 24-‐Aug to 30-‐Aug 5,161 St. Andrew’s Day (Scotland) 30-‐Nov 27-‐Nov to 3-‐Dec 3,024 7 -‐ May 4 -‐ Jun 12 -‐ Jul 6 -‐ Aug 27 -‐ Aug 30 -‐ Nov 6 -‐ 9 Apr (iii) Special Events • We analysed BBQ menPons surrounding (i) Bank holidays (ii) Special events in 2012; The Diamond Jubilee and The London Olympics 27th July – 12th Aug London Olympics 5th June Diamond Jubilee Extended Weekend BANK HOLIDAYS: Bank Holiday details: 14
the 7-‐day period covering 3 days before and 3 days aber the holiday date. • Our analysis data surrounding the Diamond Jubilee and the London Olympics was based on the following volume of menPons: Diamond Jubilee 13,280 menPons London Olympics 36,180 menPons SocialSense | www.makesocialsense.com | [email protected] Powered by Brandwatch | www.brandwatch.com In order to respect Grillstock’s privacy, the following secDon has been omiced: pages … -‐ … This sample report is for illustraDve purposes of our work and ability only. 15
| [email protected] Powered by Brandwatch | www.brandwatch.com • We conducted a deeper examinaPon into BBQ Sauce menPons, the most spoken about topic. • People spoke about sauces by their brand name rather than by their unique flavour; each sauce seemed to have its own ‘niche’. We invesPgated the online discussions surrounding the various sauces on the market. HP & Heinz • All the menPons came from people using these sauces with their cooking at home, or takeaways they have brought back home. HP and Heinz BBQ sauces were associated with adding BBQ flavour to sandwiches, or being used as a dips for wraps and sausage rolls. 30 % 11 % 11 % 8 % 29 % 11 % HP Reggae Reggae Nandos Heinz Jack Daniels Budweiser 6,473 MENTIONS Branded Sauces e.g. 17
suggested incredibly strong brand loyalty. HP was furthermore the most spoken about sauce. People praised HP for its disPncPve taste, with some even commenPng that a cheaper alternaPve would be out of the quesPon. This was however for home kitchen use; there was no evidence of people choosing these sauces at restaurants. • Heinz BBQ sauce was menPoned in a very similar context to HP, though received fewer menPons. • For HP Sauce, “Classic Woodsmoke” was the predominantly praised flavour. “BBQ Honey” was the second most menPoned. BBQ Sauces e.g. SocialSense | www.makesocialsense.com | [email protected] Powered by Brandwatch | www.brandwatch.com 18
There is no doubt that the popularity of these two sauces came from their associaDon with large alcohol brands. Licle was said about what they actually taste like. Most comments came from people expressing their excitement and enthusiasm that they have discovered these sauces exists, or from people announcing that they have just tried one for the first Pme. • There was a trend for people to mix the HP and Heinz sauces together with other sauces. We did not observe this for any of the other BBQ sauces we analysed. Popular mixers were ketchup and unspecified brand “BBQ sauce”. • Posts for HP and Heinz were very posiPve. A handful of people however complained about the design of the tradiPonal bonle; how the sauce comes out all at once in large chunks. e.g. e.g. SocialSense | www.makesocialsense.com | [email protected] Powered by Brandwatch | www.brandwatch.com e.g. 19
these sauces are a novelty, and their alcohol associaDon presents an interesDng concept to customers. These sauces were not household names, unlike HP and Heinz. • Comments about the taste of these sauces were very mixed. Approximately 2/3 of the comments were posiPve, 1/3 negaPve. PosiPve: 66 % NegaPve: 33 % e.g. SocialSense | www.makesocialsense.com | [email protected] Powered by Brandwatch | www.brandwatch.com 20
received acenDon. People were excited about the idea of trying food with a branded alcohol sauce. TGI Friday’s was repeatedly menPoned for offering Jack Daniels BBQ Sauce. SocialSense | www.makesocialsense.com | [email protected] Powered by Brandwatch | www.brandwatch.com e.g. Nandos & Reggae Reggae • Nandos and Reggae Reggae both received praise from loyal customers for their sharp, disPncPve flavours. Both sauces were used for home cooking, however these sauces received far less anenPon than HP or Heinz. e.g. 21
| [email protected] Powered by Brandwatch | www.brandwatch.com • The majority of comments suggested people use these more niche, upmarket sauces alongside more tradiDonal cooking, rather than to add BBQ flavour to their fast food and sandwiches as with Heinz and HP BBQ sauces. The most common forms of food menPoned were chicken, fried breakfast, and crisps. • As stated above, there was a trend of people using both of these sauces with crisps, especially Pringles and Doritos. • Nearly all comments were posiPve. A few people trying these sauces for the first Pme however commented that they are much honer than they were expecPng. e.g. e.g. 22
www.makesocialsense.com | [email protected] Powered by Brandwatch | www.brandwatch.com • We analysed BBQ related online posts and discussions in the USA for the recent period 01-‐Jan to 31-‐Mar 2013. We focused on idenDfying lessons from the USA’s more developed BBQ industry that could bring immediate commercial value to a UK company. • Our results show the USA’s barbecue industry has commercialised the use of social media to engage customers on a much deeper scale than in the UK. • Automated messages and menPon volumes from sources such as Foursquare check ins, compePPons and offers dwarf out individual topics and consumer generated forums. • Foursquare check ins generated a greater number of menDons than any other topic, with people checking into BBQ restaurants, or achieving and/or commenPng on their BBQ “Porky Badge”. Every Pme someone achieves a higher Porky Badge level, the following automated message was posted: “I just unlocked the “Porky” badge on @foursquare for checking in to barbecue spots! Brisket all around!” Foursquare’s Porky Badge The Porky Badge is a collecPble profile badge on Foursquare, where users progress onto higher levels by checking into more venues via Foursquare. To level up users need to check into the same BBQ venue 5 Pmes, or check in at 3 different BBQ venues. In order to respect Grillstock’s privacy, the following secDon has been omiced: pages … -‐ … This sample report is for illustraDve purposes of our work and ability only. 24
7557 874 230 Contact: The information in this document has been checked for accuracy and completeness, however SocialSense shall not be liable for any errors or omissions. The views and opinions expressed in this presentation are those of the authors in their private capacity, and do not represent the views of Heron’s other brands. SocialSense | www.makesocialsense.com | [email protected] Powered by Brandwatch | www.brandwatch.com 26
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