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 cclient’s new food range against market competitors in the Chinese cuisine segment.
Assess product performance based on taste, overall opinion, intent to purchase (ITP), and key product-related attributes.
Provide actionable insights to the chef team for potential product improvements.
Identify the winning product within the brand’s new offerings.
OUR SOLUTIONS
Central Location Test (CLT): Conducted face-to-face interviews in a controlled setting.
Target Group: Men & Women (50:50), Age: 20-35 (evenly split between 20-26 & 27-35), SEC A, frequent food orderers (2-3 times/month), Veg & Non-Veg consumers, Non-rejecters of Chinese cuisine.
Target Group: Men & Women (50:50), Age: 20-35 (evenly split between 20-26 & 27-35), SEC A, frequent food orderers (2-3 times/month), Veg & Non-Veg consumers, Non-rejecters of Chinese cuisine.
Data Collection & Analysis:
Delhi NCR, 6 weeks, 2,250 respondents.
Excel raw data & topline report, followed by detailed analysis & presentation.
KEY TAKEAWAYS
Tested Hong’s Kitchen products against market competitors to determine the winning product.
Measured product performance based on taste, overall opinion, intent to purchase (ITP), and key attributes.
Provided actionable feedback to the chef team for necessary product refinements.
OUTCOME
Helped refine recipes and align product offerings with customer expectations.
Assisted in strategic product positioning against competitors in the Chinese cuisine market.