Approach
This phase built directly off the momentum of our innovation workshop, leveraging the motivational mindset work as a strategic foundation.
We brought a diverse mix of eaters into virtual rooms and real conversations, each anchored in a different mindset from earlier phases of work. Together, we tested a broad range of early innovation ideas that reimagined how the brand could show up in meals, kits, kiosks, and more.
Some ideas sparked genuine excitement. Others hit resistance. But across the board, we uncovered a set of consistent principles: people are drawn to familiar flavors, but only when they deliver a fresh twist. They welcome brand stretch when it solves a real need or adds joy to a routine but not when it feels forced. Fun works. Function wins. Credibility is everything.