The RB/FSTEC awards: digital all-stars
Social media: most tantalizing food porn
Winner: Shake Shack
The chain is captivating not only investors but Instagram with authentic, simple, well-shot photos that look like they were taken by a regular (burger-loving) guest.
Honorable mention: Applebee’s
It takes a neighborhood to run an Instagram account. At least that’s Applebee’s philosophy. The casual chain’s #Fantographer campaign kept it real, populating its Instagram with strictly user-generated photos—some better than others—for a whole year.
Honorable mention: Chili’s
Chili’s reportedly spent $750,000 to make its photos (#NoFilter) more appetizing on social media. It paid off in shares and likes, with margarita pics regularly topping 20,000 likes on Facebook, where the chain’s also earning engagement with its video content.
Social media marketer of the year (large and small chains)
Best single social media post
Most surprising use of social media
Best social media event
Tech accelerator, full service
Tech accelerator, limited service
Tech accelerator, nontraditional