Since the restaurant industry has been one of the hardest hit by the global pandemic, it’s remarkable that Campaign US just named Texas Roadhouse in the top 10 of all Fortune 1000 brands for resonating best with consumers via social media during the crisis.
Other top-10 brands are names you might expect like Johnson & Johnson, Amazon, Target and Coca-Cola, but the Campaign US data show Texas Roadhouse shifting to the right mix of content to dramatically increase the brand’s positive sentiment.
To serve its customers as best as possible, Texas Roadhouse leaned into its core brand values and unique in-store experiences to bring that same sense of community home to customers starting with the company’s CEO voluntarily giving up his salary and bonus in addition to donating $5 million personally to help employees during the pandemic.
To maintain the brand customers’ love, Texas Roadhouse leaned into its AI-driven social strategy and social listening tools in partnership with Doe-Anderson to help gauge its customers’ needs the during COVID-19 pandemic.
The brand launched several new touchpoints to engage with customers including a Spotify playlist with all the jukebox songs typically played in the restaurant, a video with Willie Nelson singing “On the Road Again” to dedicate to all their roadies, a Roadhouse in the House Facebook Group to share fun content with guests, the re-launch of its Pinterest to house famous restaurant recipes to recreate at home and the creation of a landing page dedicated to housing engaging content for the entire family.