Food is often a popular subject on social media channels. Celebratory days such as National Cereal Day in the US or Pancake Day for Shrove Tuesday in the UK often trend on Twitter. So it makes sense for food brands and sellers to take advantage of social media to create and reach a new audience. Before Facebook and Twitter, food brands, restaurants and even food trucks would have to rely on advertising and word of mouth to spread the word about their products and location. The take-away menu has evolved from the sheet of paper slipped under a door to be found online with social media integration.
Popular pizza chain, Dominos, has embroidered social media and created campaigns that encourage fans to communicate and share their thoughts about pizza. They have made it easier to order pizza by integrating a button on Facebook which takes you to their website where the user can place their food order for pick up, or delivery, from a local franchise. As a reward, Domino's and their social media agency, created a new pizza called the Spanish Sizzler and made it available first to their Facebook fans with an order code. Domino's has also made headlines when a local franchise provided stranded passengers at Gatwick Airport with free pizza slices while the airport was shut due to weather just before Christmas. This was a nice touch during a miserable waiting period that endeared Domino's to fans and attributed to an increase in their fanbase.
In addition to Facebook campaigns, food vendors, specifically food trucks are using Twitter to let people know where they will be on specific days. As food trucks have high mobility and can move around a city at will; they may not be in the same location every day. By following a food truck's Twitter feed, you'll never question whether your favorite burrito vendor will be outside the office. Food trucks can also use Twitter for instant online PR, letting their followers know about new dishes such as the Dessert Truck announcing, " Goat cheese is the new black. Introducing goat cheese cheesecake" to over 5,000 followers. While the food truck phenomenon is primarily based in the US, in metropolitan areas such as Manhattan and Los Angeles, their Twitter outreach is a good example of a PR company strategy for food marketing on the go and will most likely be embroidered globally as the use of Twitter expands around the world.