Social Media Face Off: Pizza Hut vs. Domino’s

There are so many choices when it comes to pizza—thin crust, deep dish, peppers, mushroom, sausage; the list is endless (and now we’re craving pizza). There are also a lot of brands to choose from when it comes time to order. Which one do you usually choose: Pizza Hut or Domino’s? While we can’t tell you which pizza brand makes the best pie (pizza preference is highly subjective), we can tell you which one is satisfying social’s craving. To find out, we’ve put the pizza brands slice-to-slice in this week’s Social Media Face Off.

In order to compare the brands in social media, we set up search streams for each brand in the uberVU platform, including variations in spelling (e.g. “dominos” and “domino’s”) and mentions of each brand’s Twitter handle. We’ve compared the results from the past week to determine our winner.

Let’s find out which pizza brand is delivering in social.

Round One: Mentions

Round one is extremely close. Domino’s manages to pull ahead with 98,893 mentions, just topping Pizza Hut’s 93,367 mentions.

As you can see on the line graph, Domino’s hit a spike in mentions on January 28th. To promote its sponsorship of the Super Bowl, the brand has been running #DominosCalledIt, a sweepstakes featuring Hall of Fame quarterback, Jim Kelly. Each day leading up the game, Domino’s posts a video of Kelly asking fans to predict different aspects of the game for a chance to win a gift card. On January 28th, Kelly asked fans to predict how many people will be in attendance at Sunday’s game, which proved to be a very popular question in social.

Winner: Domino’s

Round Two: Sentiment

In round two we’ll find out how social feels about each pizza brand by comparing the sentiment behind the mentions. Looks like the sentiment round is another close call with each pizza brand posting very similar numbers. Domino’s just barely edges out Pizza Hut with 32% of its mentions registering as positive, beating out Pizza Hut’s 30%. Domino’s did have a slightly higher percentage of negative mentions—15% compared to Pizza Hut’s 13%—but as always with sentiment, positivity wins.

Winner: Domino’s

Round Three: Conversation Mapping

In round three we’ll dive deeper in the mentions of each brand to find out what’s top of mind when the social web talks about each brand. The conversation maps in the uberVU platform show the hot topics being discussed in relation to each brand name in social.

Both of the brands’ maps feature typical pizza-related words like “eat”, “order”, and “deliver.” “Love” also appears on each map, which is definitely good news for Domino’s and Pizza Hut. The bad news? So does each other’s names. The news doesn’t get much better for Pizza Hut, which also has other fast-food competitors’ names—“McDonald’s” and “KFC”—on its conversation map. When it comes to food, social clearly has other options on its mind when discussing Pizza Hut.

Winner: Domino’s

Overall Winner: Domino’s

While this might appear to be a blowout with a 3-0 win for Domino’s, the Hut did not go down without a fight. This Social Media Face Off was one of the closest we’ve seen and we’re sure Pizza Hut will be back to battle it out. But for now, one brand brought the most heat and we declare the winner of this face off to be Domino’s.

Want to see how your social stacks up against your biggest industry rival?

Get a custom Social Media Face Off report!

via Business 2 Community http://ift.tt/1basmy0