ABOUT THE CLIENT
Client is a leading player in the quick service restaurant (QSR) industry, known for continuous menu innovations tailored to evolving consumer tastes.
APPROACH
Quantitative (Online) - Monadic + Proto-Monadic panels (Sequential exposures)
PROBLEM STATEMENT
The client wanted to test new variants of chicken and veg rice bowls against competition to evaluate consumer acceptance, product synergy, and areas of improvement before launch.
OUR SOLUTIONS
We conducted monadic testing across multiple markets, exposing consumers to individual rice bowl concepts and benchmarking them against established offerings. The design included separate panels for vegetarian and non-vegetarian consumers, allowing a fair performance evaluation of each concept at both overall and city levels.
KEY TAKEAWAYS
Among vegetarian options, most variants met parity standards, with a few emerging as stronger candidates for introduction. Others could also be considered after minor recipe adjustments.
Among non-vegetarian options, certain variants performed strongly and are suitable with slight optimisation. Some were rejected across markets, while others showed potential in specific regional markets.
OUTCOME
The study highlighted a few vegetarian and non-vegetarian options as lead candidates with high potential for launch. These stood out based on strong consumer acceptance and alignment with parity benchmarks. At the same time, other options showed moderate potential and could be considered after targeted refinements. Recommendations were shared to fine-tune recipes, ensuring improved taste, consistency, and overall appeal. This approach aims to maximise consumer acceptance, strengthen market fit, and minimise the risk of underperformance at launch.