ABOUT THE CLIENT
Client is a quick-service restaurant (QSR) brand specializing in Chinese cuisine in India
APPROACH
Quantitative research
Sample Size - 2250
PROBLEM STATEMENT
Evaluate the performance of new Biryani variants compared to competitors.
Understand consumer preferences, taste expectations, and key product-related attributes.
Identify market trends and competition in the biryani, kebab, and curry segments.
Develop go-to-market and product positioning strategies based on insights.
OUR SOLUTIONS
Central Location Test (CLT): Conducted face-to-face interviews in a controlled setting.
Target Group: Males and females aged 18-50, students, young adults (with and without kids), and parents, consumers who dined out or ordered biryani/kebab/curry in the last month and customers of competitors such as Biryani Blues, Behrouz Biryani, Paradise Biryani, etc.
Data Collection & Analysis:
Conducted research in Delhi NCR over 25 days with a sample size of 480 respondents.
LOI: 10 minutes (RQ) and 15-20 minutes (MQ).
KEY TAKEAWAYS
Gained a clear understanding of Indian kitchen and consumer palate.
Tested the market response for new biryani variants.
Evaluated the performance of the brand’s biryani, kebabs, and curry against competitors.
Identified key competitors and their strengths in the market.
Provided strategic inputs for go-to-market and product positioning strategies.
OUTCOME
Helped refine recipes and align product offerings with customer expectations.
Assisted in strategic product positioning against competitors in the Chinese cuisine market.