From Burger King to Waffle House, how well can you assess restaurants’ digital skills?

Place these five well-known restaurant brands on a spectrum from Feeble to Genius, based on their investments in mobile ordering, digital marketing, and social media. Only one brand belongs in each category.

Guess each brand’s ranking by clicking and dragging.

Genius

Gifted

Average

Challenged

Feeble

Genius

Gifted

Average

Challenged

Feeble

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How You Did

You ranked X out of 5 brands correctly.

Your Guess
Genius
Gifted
Average
Challenged
Feeble
Gartner L2 DIQ Ranking
Genius
Gifted
Average
Challenged
Feeble
Your Guess
Gartner L2 DIQ Ranking

Behind the Rankings

See how L2 ranked these five brands.

Genius

Panera Bread

Your answer:
Panera’s homepage highlights online ordering capabilities with a banner notice and an Order Online button in the primary navigation menu.
Panera’s menu pages are shoppable with Customize and Add Item buttons.

While it might feel unusual uttering "Panera Bread" and "tech innovator" in the same breath, the sandwich chain earns its Genius chops by providing a best-in-class checkout experience, facilitating mobile ordering through its app and offering expedited payment options. Panera also keeps its Google Maps presence updated and incentivizes return visits with strategic email marketing, personalizing subject lines with recipient names and adding “hurry!” to convey a sense of urgency.

Gifted

Papa John's

Your answer:
Papa John’s PayShare feature, powered by Venmo, allows groups to split bills.

Pizza brands are at the forefront of digital innovation in the restaurant business, and Papa John's performs admirably, despite falling behind Genius brands Domino's and Pizza Hut. Like its higher-ranked peers, Papa John's sets a high bar for digital ordering, offering clear navigation on both desktop and mobile as well as a streamlined app. The chain has also pioneered the Venmo-powered PayShare feature to let groups split bills, a clear pain point for anyone who has ever forked over too much dough for a single slice.

Average

Burger King

Your answer:

The fast food chain has displayed flashes of digital brilliance. Its “OK Google” TV spot, which prompted listeners' Google's voice-enabled speakers to read aloud from the Whopper's Wikipedia page, saw viral success on social channels. The April campaign was also followed by an 83% spike in searches for “Whopper." However, the brand lags far behind burger rivals Wendy’s, McDonald’s, and Whataburger in total online video views, racking up just 12 million during the study period.

Challenged

Shake Shack

Your answer:
Shake Shack is addressing its low visibility on courier platforms by partnering with food delivery platform Caviar.

Despite being a cult favorite, Shake Shack's low visibility on courier platforms is a strike against the burger trendsetter, although the chain may be trying to set that right through an exclusive partnership with food delivery platform Caviar. What it loses in fulfillment, though, Shake Shack makes up for in Instagram savvy, earning a place in the five restaurant brands with the most engagement by frequently sharing user-submitted food and drink photos.

Feeble

Waffle House

Your answer:
Waffle House’s PDF menu is archaic and hard to read.

L2's study comes down hard on this breakfast stalwart, finding that the downloadable menu PDF is "archaic" and "hard to read." When it comes to its Regulars Club loyalty program, the brand "fails to curate any compelling content."

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