The Challenge

The BrandIQ client was looking to reimagine and revamp its menu in order to maintain its position and stay relevant as the go-to family destination.

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 to help leadership understand its capabilities and define results
• Multiple rounds of qualitative research to discern barriers and drivers to visit as well as overall perceptions of current offerings
• Food and Trends Immersion to get the team engaged in what the market was dictating regarding flavors and experiences, build trust and confidence to change
• New Menu Platform Development based on insights, current and future partner capabilities and trends
• Co-Creative Workshops with target consumers to help build out winning platforms
• Team-wide Ideation Session that produced more than 500 new menu ideas

The Outcome

• Uncovered insights to help this family favorite bring in new guests and expand beyond its core dayparts
• Helped identify the best ideas for immediate screening, through idea management
• Ideas were screened at a national level
• 80% beat the action standards
• 60% of the ideas we generated outperformed their most successful national launches in the past 5 year

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