Leading Quick Serve Restaurant
CHALLENGE
Update a short-term focused product development approach to a more long-term strategic one.
SOLUTION
We created a qualitative research program that looked at each product category (e.g. burgers) holistically, understanding consumers’ expectations from the category – functional, emotional, and social – plus what cues were needed to create such benefits.
We identified that an agile approach to product planning was needed as our client’s customer’s preferences are not fixed and the market is not static. We implemented a Test, Learn, & Refine process for client’s strategy.