As COVID-19 has people stuck at home, looking to safely source meals, coupled with restaurants seeking a way to build a financial bridge to the time when they can resume full operations, restaurant delivery services are seeing huge increases in mentions on social media over the past month.
International social media analytics firm, Talkwalker reports that all of the big players in this space have had more than 1,700 percent more mentions in a one-month period of time.
“Interestingly, mentions continue to increase in volume but also show spikes,” said Todd Grossman, CEO Americas for Talkwalker. “While there are generally more mentions of these delivery services overall, there are also peak days as people react to the news of the day, whether that is a national headline or reaction to a new brand policy.”
Over the past 30 days, here are some highlights of social media for restaurant delivery services:
Social Media Mentions — Restaurant Delivery Services
Engagement — Restaurant Delivery Services
UberEats 2.1 million
Postmates 1.7 million
Doordash 1.3 million
The top themes appearing across social media include new pandemic-specific terms and practices that most customers didn’t know they would be demanding only a month ago, such as contactless delivery or sanitizing deliveries. While getting a delivery slot is largely trending related to grocery deliveries, it is also a top theme for restaurant deliveries, making up nearly 62 percent of the total conversation, Talkwalker reported. In addition, almost 23 percent of the conversation includes customers discussing contactless delivery, the idea that fewer contact points gives less opportunity for germs to spread.
Top Themes — Restaurant Delivery Services
Delivery slots 4,400 mentions
Contactless delivery 1,400
Wrong orders 700
This new reality has begun generating a raft of new data points as well, with Uber Eats sharing the most popular delivery order for each state, while Postmates is working with influencers to share credits for food, like this one https://twitter.com/emmachamberlain/status/1246181284835024896
That Postmates campaign appears to be paying dividends in the form of more engagement, with more than 1.7 million engagements, compared to rival Doordash, which only received 1.2M engagements even though Doordash had significantly more social media mentions.
Talkwalker is a social listening and analytics company that empowers over 2,000 brands and agencies to optimize the impact of their communication efforts. We provide companies with an easy-to-use platform to protect, measure, and promote their brands worldwide, across all communication channels.
Talkwalker’s state-of-the-art social media analytics platform uses AI-powered technology to monitor and analyze online conversations in real-time across social networks, news websites, blogs and forums in 187 languages. Talkwalker has offices in New York, Luxembourg, San Francisco, Frankfurt, and Singapore. It is also the home of Talkwalker Alerts, a free alerting service used by over 500,000 communications and marketing professionals worldwide.