Giraffe restaurants grows their social media presence with GoRecommend

Restaurant chain Giraffe has significantly increased their social media presence as a result of implementing GoRecommend from Empathica, the industry leader in Customer Experience Management (CEM) for multi-unit retailers and food service establishments. GoRecommend is a social media advocacy engine that empowers Giraffe’s customers to share their positive brand experience virally with their social networks on Facebook, Twitter and via email.

Since the launch of GoRecommend in April 2011, Giraffe’s advocates have broadcasted personal recommendations to over 230,000 friends and followers. With that, Giraffe has joined over 100 brands using GoRecommend with Empathica whose customers have shared recommendations with more than 65 million people.


The application is an extension to a Customer Experience Management programme from Empathica employed by Giraffe in December 2010, which enabled the brand to receive and make improvements based on feedback from over 11,000 real customers.  The benefits of GoRecommend to Giraffe are numerous. Not only have viewing and following figures for the brand sky-rocketed, but the chain is also now engaging with more targeted fans and followers, allowing it to broaden the reach of its marketing campaigns, and track, measure and optimise the campaigns accordingly. In fact, the CEM programme has enabled Giraffe to build a database of over 5,000 customers that have opted in for future promotions and news.  GoRecommend has proved valuable for staff members as well, who can now also see the impact of their performance and real customer recommendations via social media. Seeing a Giraffe advocate openly share their positive restaurant experience with dozens or hundreds of friends and followers provides staff with an added incentive to provide only the highest standards of service.

GoRecommend is a part of Giraffe’s broader and well established social media strategy. An early adopter of social media – and an extremely active brand within them – the brand has, to date, accumulated over 16,000 Twitter followers and more than 13,000 ‘likes’ on its Facebook page.

As with any brand utilising social media, the risk of negative feedback adversely impacting your reputation remains but the opportunity to respond and mitigate this is actually welcomed by Giraffe, happy that it can now communicate in this way with its customers, who previously had not had such a prominent voice. In certain instances, fans of the restaurant chain have responded to those leaving negative reviews in support of Giraffe – effectively acting as brand ambassadors.

Giraffe has already been recognised for its expertise in the social media field by receiving two esteemed awards: Caterer Magazine Web Awards selected Giraffe for its ‘Best Use of Social Media 2010’ award, whilst The GoldenTwits – awards that honour the most active and respected Twitter users – selected the restaurant for its ‘Best Business-to-Consumer Twitter Account’ prize, staving off impressive competition. Giraffe has also been nominated for the Best Use Of Social Media category in Caterer and Hotelkeeper Web Awards.

Giraffe’s Marketing & Branding Manager comments: “GoRecommend has significantly strengthened our viewing and following figures, and we gain so much via Empathica’s customer feedback programme. Not only have we been able to track performance and make improvements at the back of the insights but we’ve also discovered that over 55% of customers consider our staff to be exceeding their expectations. This confirms to us that we’re working ‘in tune’ with our customers’ requirements and if that isn’t the case, we’ll be the first to hear about it”.
Empathica has recently been shortlisted as a finalist in the prestigious Marketing Excellence Awards, as part of the Technology and Telecommunications category, for their successful GoRecommend product. The winners of the awards will be announced on 23 February 2012, at the Grosvenor House Hotel, Park Lane, London.


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