BrandIQ

consumer research, brand strategy, and innovation firm

CASE STUDY

Innovation meets flavor meets
quality

Helping one of the most highly differentiated QSR brands take
their menu to the next level.

The Challenge

Innovating menu items for a nationwide QSR chain that prepares all of its food fresh to-order and is the only QSR chain that serves shakes and frozen treats made with 100% real milk.

Our Approach

Using consumer insights, BrandIQ helped this family favorite bring in new guests and expand beyond its core dayparts.

  • Opportunity Assessment to uncover current trends and menu shortcomings
  • Menu Strategy Workshop helped the brand’s leadership team understand current and future menu capabilities and objectives
  • Qualitative Research into the rational and emotional attachments consumers have with the brand and its menu offerings
  • Food and Trends Immersion guided key brand stakeholders into an exploratory state, enabling them to experience new flavors, forms, variations, and food interactions across chicken, hot dogs, baked items, and frozen beverages
  • New Menu Platform Development based on consumer insights, current and future partner capabilities, and emerging trends
  • Multiple Team-Wide Ideation Sessions that have resulted in more than 1,000 new menu ideas so far

The Outcome

  • Helped develop a menu strategy to drive innovation among key category pillars, while maintaining consistency around the brand
  • 1,000+ new ideas generated…and counting
  • Partnered in generating menu items that have filled the QSR’s product pipeline for years to come
  • 7.3% same-store sales growth for fiscal 2019. We can’t take all the credit, but we’re willing to share!
“We feel so confident in our strategic plan and partnership with BrandIQ. We appreciate all you guys are doing on so many projects – and look forward to really getting in the details to create tactical plans. My sincerest thanks to all the BIQ team members for their enormous contributions in moving us forward. ”
Company President

VIEW CASE STUDY: GO TO MARKET STRATEGICALLY

Let’s Talk

We want to help you imagine, create and achieve a successful future

  • Call Mike Murphy 617.821.5159