Global Marketing

How food businesses leveraging social media to boost brand loyalty

Many social factors influence markets that retail businesses serve. Business are keenly interested in effective marketing and in the quality of the products and services they sell. Many food businesses in the U.S. understand that they need to become familiar with the various social factors that can influence their customers' buying behaviors. Further more, some business even become expert in leveraging social media to build brand loyalty.

 Ben& jerry is a high quality ice-cream manufacturer who focusing on creating Innovative flavor of the ice-creams and improving the quality of life for their customers.

They are different than other ice-cream brands on creating a Social progressive brand image, which they focusing on social, economic in addition to product aspects. Ben & Jerry’s has the best social media presence in U.S. restaurant industry beating the giants like McDonald and Starbucks.

They’ve been on the cutting edge with respect to environmental causes; they are good on communicating with customers on social media. For example, Ben& jerry are actively involved in social factors like the presidential campaigns by making politically related ads and launch limited time flavor with names like Empower mint and Bernie’s yearning. It’s their strategy to use their product to connect with their customers on an emotional level. Engagement has always been a high priority for the brand and the company has remained a strong presence on social medias following trendy news and social events.


Another way that Ben and jerry is different from other brand is they offer customer with high-perceived value by the use of high quality, innovative flavoring, natural ingredients as well as considering environmental issues while production and distribution.

Taco bell is an American fast food restaurant held the biggest market share in low cost Mexican fast food market and identified as winner with millennial. They seem to be aware that their target market is young people who looking for a different option for late night snack or people between 16-33 years old who know that eating healthy is important but also enjoy having one or two taco from time to time. Taco bell is one of the early players that recognize the importance of social media in the lives of millennial and understand how the social media can help boosting the brand’s popularity. The company’s has 1.86 million followers on twitters and regularly top lists of best brand accounts on social media.

Brand loyalty is defined as the partiality of a consumer towards one business or product over another, and it can truly make or break a company. In today’s international marketing environment, brand loyalty depends on your ability to leverage the power of social media to build connections with your prospects and customers.