In my opinion no business has been as consistently on-the-ball in its use of social media as the fast food industry.

The major pizza chains, in particular, always impress me with how rapidly they embrace these technologies. They’re continuously innovating and pushing the boundaries of what can be done on platforms such as Twitter and (especially) Facebook with fan-pleasing campaigns, promotions and competitions.

But which of the fast food chains rules the roost? Who has seen the biggest growth? Which much-loved burger independent has the most engaged fans?

Social media benchmarking company Unmetric used a “scientific blend of 24 qualitative and quantitative social media metrics” to determine the best-performing fast food brands on Twitter and Facebook, and it was McDonald’s who came top on both channels, beating Taco Bell into second place.

McDonald’s rated extremely highly in its reaction time to customer enquiries, with a reply time average of just 29 minutes. That might not sound too impressive, but when you consider that Burger King takes, on average, 3,604 minutes – almost 3 days – to respond, McDonald’s winning effort starts to get a little perspective.

BK is, however, seeing the fastest growth on Facebook, with McDonald’s holding the number one spot on Twitter. But when it comes to good, old-fashioned engagement levels, it’s California cult favourite In-N-Out Burger that takes the crown on Facebook, ahead of Taco Bell and Chick-fil-A. Chipotle rates as the most engaged fast food brand on Twitter.

(Source: Unmetric.)