This assignment analyzes 60 social media posts related to Harvey’s, Canada’s fast-food chain, to understand brand sentiment, community value, complaint handling, and purchase intention using data mining techniques. We categorized feedback and applied coding to identify patterns in post-purchase satisfaction, health concerns, brand loyalty, and more.
43% of posts received a reply from the Harvey’s account
65% of replies addressed negative feedback (taste, health, promotions)
0% saw Harvey’s as “healthy” — health concerns were rare but serious
46% of post-purchase comments were “ecstatic”; 16.6% swore off the brand
43% of taste-related comments were negative, hinting at quality inconsistency
Improve franchise training and quality control to reduce inconsistency
Highlight Harvey’s Canadian identity and taste quality in campaigns
Consider re-opening a location in British Columbia, where intent was high