Entry Details

About the Entry

Category: 
Overall Excellence > Social Media Account of the Year

Title of entry: 
Fast Food Minute

Issue or Publication date:
12/24

Publication name: 
Restaurant Business

View Website home page:
restaurantbusinessonline.com

Links to entry URLs

Please note: These URLs are only required for entries in the Online division categories, or digital entries in appropriate Overall Excellence, Design or All Content division categories.

Entry URL(s), if applicable:
Please enter a URL that will direct judges to the entry: 
https://www.tiktok.com/@jonathandmaze?lang=en
Additional URLs, if needed:
https://www.tiktok.com/@jonathandmaze/video/7426054544519417118?lang=en
https://www.tiktok.com/@jonathandmaze/video/7404963183296859422?lang=en
https://www.tiktok.com/@jonathandmaze/video/7371091572898663722?lang=en
https://www.tiktok.com/@jonathandmaze/video/7366736245352877355?lang=en
https://www.tiktok.com/@jonathandmaze/video/7363817412027845930?lang=en
https://www.tiktok.com/@jonathandmaze/video/7348086356716866859?lang=en
https://www.tiktok.com/@jonathandmaze/video/7347738504702594350?lang=en
https://www.tiktok.com/@jonathandmaze/video/7340725322117090603?lang=en
https://www.tiktok.com/@jonathandmaze/video/7325596208414706990?lang=en

Links to Uploaded Entry Files

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View/download entry file #1

Entry Essay: 
Fast Food Minute is proof that you can successfully do video despite not being particularly good looking or actually decent at video editing.

The videos, typically about one and a half minutes, cover topics related to mostly fast-food restaurants. They generated 1.37 million views on Tik Tok, and more than 2 million if you include views from LinkedIn or Instagram. They are not designed to generate readers to Restaurant Business but to improve its reputation and that of the host, Editor-in-Chief Jonathan Maze. And on that it has worked wonders.

At one point, during a visit to a local Portillo's, a random customer approached Jonathan in front of his family and asked whether he's "the Fast Food Minute guy." A commenter on one of his podcast videos noted, "The Fast Food Minute guy has a podcast?"

The Tik Tok account has more than 20,000 followers in less than two years. Last year, 44 total videos generated those 1.4 million views. By contrast, Jonathan got 2 million pageviews on RBO from 600 stories.

NOTE: The PDF is just me adding up the video view numbers. You basically have to go through the Chinese government to get detailed data from Tik Tok. So I just added it on this Excel sheet.