We conducted our study on how these 4 quality brands performed in the last 30 days and how these brands evolved after their first rating in 2017. We looked at brand engagement, in particular on Facebook, to see how these 4 coffee brands (McDonald’s, Second Cup, Starbucks, and Tim Horton’s) tailored their social media content on Facebook, what was their performance and outcome. We also looked at which post was more engaging and interesting to the customer.
We picked Tim Horton’s as our benchmark and did some analysis to see how this brand has improved since last year; and if not how Tim Horton’s brand can rise to the top, winning customer satisfaction and engagement.
We’ve used Facebook as one of the most popular social media platforms to evaluate the 4 top coffee brands in Canada. Maclean’s Canada generated data through Maclean’s Coffee Ranker and 1,500 people participated in the study.
Let’s see how community social platforms help us improve customer satisfaction and engagement.
Build your brand based on real time data: Data tells the story about your brand, community engagement and satisfaction –
Our research suggests that Tim Horton’s reacted in response to the Canadian voice of 2017. As of today, Tim Horton’s is the most active brand on the social media, standing highest on the top pages by fan count and engagement.
Build your brand based on customer’s current interest:
Customer Satisfaction is difficult to gain even for the established brands –
Tim Horton’s brought “Peek-a-BOO” Spooky Spider Donut to their shops for consistently engage their fans (3rd post).
Starbucks (18,100 Maclean’s points, 2017) and Second Cup (18,456 Maclean’s points, 2017) are running close to each other even in 2018.
Canadians are very much engaged to protect their environment like other nations. Ontario Nature in an article: “Towards a zero plastic waste Canada”, reports that in Canada, nearly 90 per cent of plastics end up incinerated, or in our landfills, lakes, parks and oceans. Once in the environment, they contaminate ecosystems, kill wildlife, and leach toxic chemicals. It’s time for Canada to deal with its plastic production, waste, and pollution problem. It’s time for government action. Read the full story.
Second Cup was unique compared to the other 3 brands. In the case of Second Cup, we noticed engagement scattered throughout the month of October 2018; unlike other brands where we saw periods of no social conversation. Second Cup can take the advantage of this consistent engagement to win a higher place in the competition.
Currently, Starbucks (ranked 3rd, 2017) has more engagement than their close competitor, Second Cup (ranked 2nd, 2017). We notice, Starbucks has little or no social conversation on most of the days; and is therefore at risk of loosing their current social ranking and engagement.
MacDonald’s didn’t bring anything special in October 2018. Their top post (English & French version) used their old promotional tactics “more chances to win.” It looks like Canadians are fed up with free wins. McDonald’s, being the winner in October 2017, now ranks at the bottom in our study of October 2018.
If you are a quality brand already, it doesn’t mean you have more engagement. Our current study shows that there is total flip in ranking of the 4 top coffee brands in Canada compared to Maclean’s data generated in October 2017. Maclean’s 2017 study ranked McDonald’s #1 and Tim Horton’s #4. Today, we’ve witnessed the opposite. Maclean’s study comprising 1,500 subjects (October 2017) didn’t compare with the sample size used in our study. However, we do see strong connection between the marketing strategy of 4 coffee brands and engagement. More engagement means more business and more profits. Facebook is a community social platform for family and friends. To be successful, brands should value community reactions, engagement and stay awake at all times.
Companies should work hard establishing their brand quality, customer retention and to bring more customers. Tim Horton’s success, based on the last 30 days, is not a magic but seems real. According to the coffee and fast-food chain, eight out of 10 cups of coffee sold across Canada are from Timmies. Did you remember ‘Timmy Run’? Tim Horton’s top 3’s are community social posts and seasonal (Peek-a-BOO” Spooky Spider Donut). Did you forget Halloween?
We’ve learned that brand quality and customer focus should be blended in the correct order and at the right time (Tim Horton’s is doing very well). Companies should believe in relationship quality and business success as well. Considering customer interest, the season, and conversation (social reaction) are a few of the essential elements to build a quality brand that wins and bring more business.
Community Social Data on 4 Coffee Brands:
Brand 1: Tim Horton’s Canada (Oct. 2018 – Nov. 2018) – Ranked #4 in October 2017
Brand 2: McDonald’s Canada (Oct. 2018 – Nov. 2018) – Ranked #1 in October 2017
Brand 3: Second Cup Canada (Oct. 2018 – Nov. 2018) – Ranked #2 in October 2017
Brand 4: Starbucks Canada (Oct. 2018 – Nov. 2018) – Ranked #3 in October 2017
Anjum Shafi is Quality Auditor, Exemplar Global. He has a special interest in internet marketing strategies that helps promote business startups on social networks.
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