Exploring Quick Serve Campaign Concepts

Challenge

Helping a snacks brand explore people’s reactions to a neighbourhood quick service concept to gauge perceptions around authenticity and reveal red flags before launch.

Our client, a leading snacks company, aimed to positively impact a key market without usurping small business innovators. Specifically, they sought to explore people’s reactions to a neighbourhood quick service concept by evaluating comprehension, appeal, relevance and brand fit.

Approach

We spoke to small business owners and people with varying interest levels in quick-service food to gauge people’s perceptions and expectations of a new-to-market concept in their neighbourhood. This included exploring  reactions to specific nomenclature surrounding the proposition. To acknowledge regional nuances, we took a thoughtful approach toward recruitment and moderation, encompassing flexible interview methods, to overcome language barriers and unlock deeper insights.

Impact

We delivered a quick-turn report clearly communicating people’s reaction to the concept and the degree to which small business owners were open to partnering with the brand. Recommendations included a series of opportunities and guardrails for our client to consider when moving forward with the concept, to ensure successful adoption in the market.