1371474 riho fujikawa media analysis

Media Analysis “Mos Burger”

1371474 Riho FUJIKAWA2013/10/17

Contents

• Introduction to Mos Burger• Mos Burger Face book fan page• Competitors of Mos Burger (Macdonald`s and LOTTERIA)• Recommendation to Mos Burger

Mos Burger

• Mos Burger is fast food, hamburger chain store. It was founded by Kei SAKURADA and the first store was opend in 1972 in Japan, Tokyo.

• Sometimes is called “Hamburger Restaurant” because it use slow food concept like after order system.

• MOS = Mountain (Noble and majestic as the mountains) Ocean (In the heart wide deep like the sea) Sun (With a passion that will not burn out like the sun)

Mos Burger

• Theme is to provide hamburgers that Japanese people like.

• It takes 2nd place of Japanese fast food share following McDonald's.

• Mos burger has 1431 stores in Japan and 311 stores in foreign countries. (ex.Thailand, Hongkong, China, Singapore, Australia, Indonesia). Especially, in Taiwan it has expanded its influence a lot.

Mos Burger – Facebook Fan Page

• Mos Burger has 75,418 likes. Their Facebook page update 17 times in a latest month(2013/09/09~2013/10/09).

• I found there are 2 kinds of posts.• ⇒Informative: They show their news like their events and

their smart phone app. • ⇒Promotional :They show their new products and service. • I use other 2 kinds of concept to analysis pages.• ⇒Interactive: The post that needs their customers

responses or • ⇒Personal: The post that show about their background.

Good-Informative • They use Cook Pad menu and show how to make a food like Mos Burger`s one.

• Cook pad is Japanese famous recipe community site. People could use it to show their original menu with pictures and could find out menus that would like to cook in free.

• People could know how to cook food that their tastes are similar to Mos Burger`s menu easily to use it.

Good-Informative • They try to show their backstage to make some off line places to communicate with customers.

• For example, in this article, their president Sakurada Shou did a meeting in country side.

• They release these kinds of information on the Face Book with link URL.

BUT some probems are there …

Bad-Informative • There are some posts that only have link for PC or only for mobile.

• When customer access PC page from mobile, they could not read the page and they show “You need `app name` to use these contents.

They write that this page is for PC.

Bad- Informative

• And Some page that they write for PC or mobile could access both of PC and mobile with no problem.

• It could make confusion and could be frustrations for viewers.

They also write that this link is for PC.

Good• It could be said that their frequency (1 time per 2 day) of their posts are not

so bad. BUT

Bad• Their quality of posts could be said low.• There are only 2 types(Informative and Promotional) of posts.

Informative ( Information to register their cards to get some benefit.)

Promotional (The news for their new seasonal products)

Meh

• They release the information of their new seasonal special products on Face book.

Bad-Interactive• They did not reply to their customer`s

comments at all.

This customer asked “Can Mos Burger use onions from Japan instead of onions from China.

This customer asked “Can Mos Burger change the system of morning set? I would like to select a café latte.

Bad-Interactive• And they did not reply a complaint from customer

about a mistake of some store.

This customer said that there are no mustard and no ketchup when I bought a frankfurt. I was so disappointed and felt resentment.

Mos Burger-Conclusion

Their types of contents are only 2. This is not enough.They try to show their some back ground stage trough off line.They use the site “Cook Pad” to attract their customers.Their interactive post is not enough. They need more interactive post and need to reply to their custmers.

Competitors

　　 Macdonald`s 　　 LOTTERIA

Mcdonald`s• Mcdonald`s is American hamburger chain

store. It has a lot of store all over the world. The first store in Japan is opened in Tokyo, in 1972 and there are 3268 stores in Japan in 2013.

• Macdnald`s 　 has 110,178 likes. Their Facebook page update 34 times in a latest month. They post at least 1 post every day.

Good-Interactive

• They use Interactive concept. They ask Face book users “Which do you like to eat beef or chicken, please click who likes beef and click who likes chicken”.

• This page got 2,822 likes and 76 shares.

• There are 46 comments and some people write the reasons to chose beef or chicken.

Good-Promotional• They show humor to introduce some

information. • They use their original character “Mike”.

Usually, they use formal speaking style on their post but when “Mike” posts something, he use informal speaking style.

His frieand “Rinda”

Good-Promotional• They use funny

video of “Mike” and “Rinda” to show their news or new products.

• For example, in this video they talk about the news that when you buy one hamburger, you could get one more hamburger for 9/13~9/19.

This page has 13,999 likes!

Bad-Interactive• The page that could

get more than 13,000 likes also got 219 comments but half of comments are some complaint like “I do not like Mcdonald`s”, “I do not eat this hambuger.” or some comment that do not have meaning. I mean someone write the comment that is not related to Mcdonald`s.

Mcdonald`s-conclusion

They have biggest number`s of likes of three companies that I searched.They use “Interactive” post efficiently but they do not reply their customer`s comments.They use video to attract their customers.They have a lot of comments but there are also comments that do not have sense.

LOTTERIA

• LOTTERIA is fast food chain store. Its main product is hamburger. Its first store was opened in 1972 to sell LOTTE ice cream in Tokyo. There are 449 stores in Japan in 2013.

• Their name is the combine of LOTTE and Café teria.

• LOTTERIA has 12,101 likes. Their Facebook page update 17 times in a latest month. Just same times as the Mos Burger.

Good- Promotional, Informative→Personal• First, they post their new product on the Face book and

they post their event information related to their new product.

• Second, they post their store`s photos with customers who come their event and their store that the event held.

Good-Promotional• There are coupons that customer can use

without accessing to other home page.

BUT→

Bad-Promotional• There are only 1 kind of coupon.• All of the coupons are 20 yen discount coupon

to buy a drink that can be used when customer use their new hamburger.

• There number of likes are gradually decreased.

10/1 436 likes9/23 579 likes 10/4 340 likes

Bad-Interactive• They do not reply to their customer`s

comments at all.

LOTTERIA-Conclusion

They use their Face book page effectively but it is not enough.Their contents are polarization. 　 I mean that they have too much same contents and they do not have other types of their contents.

Conclusion

• Same point: They do not reply their customers.

• Different point: Macdonald`s→ They use interactive post efficiently. They could get a lot of comments, likes and shares to do that. LOTTERIA They use coupons that can get on Face book. Face book viewer`s do not have stress to access to other page.

Recommedation

• Informative 1: They use Cook Pad but these menus are made by people who is not related to Mos Burger so they did not use Mos Burger`s stuff. It could not increase Mos Burger`s direct consumptions. Mos Burger release menu that Mos Burger`s stuff is used at least 1 time in a month.

• Informative 2: They should make both of link for PC and mobile. OR they should write detail of the information when they update the link that could access by only PC or mobile.

Recommendation • Promotional 1: They should give coupon that

can be used without accessing to other home pages once or twice in a month. From LOTTERIA page we could know that it could be irritated by customers to post the same coupon too much times so should be carefully to their coupon`s contents.

Reccomendation

• Promotional 2: As mcdonald`s has “Mike”, Mos burger also has “MO-ssan(=Mr.MO)”. They sometimes use he to promote their news but they do not change the styl0e of speaking. To make difference general post and MO-ssan`s post will be effective.

MO-ssan

Recommendation• Interactive 1: They should check their

comment`s list at least 1 time in a week. The number of comments is not many so they could reply all of them. At least, They should reply the comments finish with “?” and complaints to their service or menu.

Reccomendation

• Interactive 2: They should make interactive post for example “Which do you like to eat, fish burger or cheese burger?” and so on. From Mcdonald`s example we could know that Face Book user hesitate to push share so they should use post that have check boxes or make 2 post, 1 for fish and 1 for cheese, because Face Book users feel easy to push like button than share.

Recommendation

• Personal: To make post of “Back stage” Their specific point is that they sometimes be called “Hamburger Restaurant” so it is good to show how they cook their food carefully with photo. 　In Mos Burger`s official home page we could see the locality of their vegetables so they should make post about these information at least 1 time in 3 months.

The picture of formers from official home page