At Dallas-based Which Wich?, founder and chief executive officer Jeff Sinelli uses social networking sites to build long-lasting relationships with diners and reinforce his brand's identity.
That's why two years ago the company hired Jenna Rosier, 26, a marketing coordinator whose job is to monitor social networking sites on a daily basis and communicate with those people who are the company's friends.
Social networking sites such as Facebook, MySpace and Twitter have soared in popularity in recent years. MySpace.com reports it had 58.7 million unique visitors in April 2008, a 3 percent increase from the previous year. Facebook had 22.5 million unique visitors in April 2008, a 56 percent increase over 14.4 million in 2007.
"We're a new company. We like to be progressive," Sinelli said. "We have a full-time marketing coordinator whose job is to communicate with friends. It's business-to-person marketing."
While Which Wich? has embraced the idea of connecting with people who have registered on these sites to be "friends," other fast casual restaurant chains are taking a more hands-off approach to interacting with these groups.
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