ABOUT THE CLIENT
A leading QSR operator with a strong presence in the market, known for introducing innovative offerings tailored to evolving consumer tastes.
APPROACH
Quantitative Research - Central Location Test (CLT), Monadic Design with Matched Panels
PROBLEM STATEMENT
The client wanted to evaluate new side and dip options for their lunch feast offerings, assessing consumer acceptance, performance versus existing products, and identifying potential risks of dissonance with current customers.
OUR SOLUTIONS
Respondents were divided into matched panels by age and gender, with each panel testing one lunch feast combination. Variants included current offerings and new side-and-dip pairings to benchmark performance and determine consumer preferences.
KEY TAKEAWAYS
All new variants met parity standards with the current offerings, with no major gaps on dips or pizza bases. However, a clear preference emerged for patty-based sides over veggie bites, particularly for a sauce and patty combination, which outperformed others on taste, flavour, crunchiness, and mouthfeel.
OUTCOME
While multiple options showed parity, a sauce and patty combination was identified as the most promising choice to take forward. Veggie bites, though acceptable, were found to be less preferred, and recommendations were made to focus development efforts on patty-based sides.