Social Analytics Cracks Case Of The Jalapeno Cocktail
NewBrandAnalytics scours social media feedback to help the food industry identify operational issues ranging from unappealing drinks to inconsistent chefs.
Slideshow: 10 Cool Social Media Monitoring Tools
(click image for larger view and for slideshow)
As one of the signature cocktails of the Crave America restaurants, the Sweet Heat drink is supposed to be spicy--but when it went nuclear, alarm bells went off at Crave headquarters.
Using a social media monitoring service from NewBrandAnalytics, Crave was able to identify a pattern of comments and complaints from customers who found the drink too spicy, Zach Sussman, marketing director at Crave America, said in an interview. One mention could have been a fluke, perhaps an isolated bartender error, he said. "Once we saw mentions of this at three or four locations, we started thinking maybe we have a recipe problem, or an ingredient problem."
The drink is made with Bacardi Dragon Berry, mango, jalapeno, St. Germain, and white cranberry, so it's meant to pack a punch, but not to knock you out. The issue turned out to be that the potency of jalapeno varied considerably from one batch to the next, so putting in the same quantity every time was actually a mistake. "We addressed it by making it more of a bartender's discretion thing," seasoned to taste so the result would be enough spice but not too much, he said.
NewBrandAnalytics says those are the kinds of operational insights you can get with its industry-specific solutions for social media monitoring that you wouldn't get from a more-general monitoring or sentiment-analysis service. There are now many services on the market that analyze posts to Twitter, blogs, and customer review sites, scoring them by whether they use positive or negative language when talking about a company or its brands. NewBrandAnalytics targets its analytics to specific operational categories, such as food, drink, reception, and wait staff performance in the restaurant industry. It is also targeting travel and leisure (hotels, cruise lines, and spas) and retail, with products for airlines and healthcare under development.
Survey processing specialist Medallia is doing something similar for hotel chains such as Best Western.
"We're trying to help service-oriented businesses understand what their customers are saying and make the proper operational changes to close the loop," NewBrandAnalytics co-founder Kam Desai said. While other monitoring companies provide overall assessment of brand sentiment, meant primarily for marketers, "what we're doing is completely different" because it's targeted at operations, he said.
"It's sort of like finding a tumor, versus treating the symptoms--we want to go after the cause of the issue itself," added co-founder Ashish Gambhir.
Another example from Crave concerned a pattern of complaints about a popular dish that all occurred when one chef was on duty, Gambhir said. "It turned out he wasn't using as much shrimp in the dish as should be there. The standards weren't being met. Something like that is a first warning from consumers before it turns into a dish that no one likes."
In other words, it's an opportunity to catch an issue early before a pattern of complaints starts to snowball and cause broader damage to the restaurant brand.
Comments on the food aren't the only things that turn up in this analysis.
How Enterprises Are Attacking the IT Security EnterpriseTo learn more about what organizations are doing to tackle attacks and threats we surveyed a group of 300 IT and infosec professionals to find out what their biggest IT security challenges are and what they're doing to defend against today's threats. Download the report to see what they're saying.
2017 State of IT ReportIn today's technology-driven world, "innovation" has become a basic expectation. IT leaders are tasked with making technical magic, improving customer experience, and boosting the bottom line -- yet often without any increase to the IT budget. How are organizations striking the balance between new initiatives and cost control? Download our report to learn about the biggest challenges and how savvy IT executives are overcoming them.