Developing a Brand Positioning and Menu Vision to Unlock Growth Among New and Existing Customers.

BUSINESS OBJECTIVE:
Help a large, quick-service restaurant chain spark growth by developing a new brand positioning and vision to guide menu optimizations and new product development.

HUMAN-CENTRIC MISSION:
Enhance the customer experience by creating an optimized menu that is simpler, easier to navigate and has more of the kinds of items fans of the chain love.

OUR APPROACH:

  • Conduct a Landscape Assessment and stakeholder interviews to engage key players and gain a deep understanding of the company, category, trends, competition and consumer.

  • Develop a range of brand positioning territories and then leverage consumer input obtained via an online Insights Hive to build a brand positioning statement with differentiated and compelling functional and emotional benefits.

  • Develop Menu Innovation Platforms and use them in a Greenhouse Ideation Session among the key corporate and franchisee stakeholders to generate ideas on menu structures, items to add and items to streamline.

  • Leverage the outputs of the ideation as key inputs for a Menu Choice Optimization Study to estimate the sales and traffic impact of menu changes and establish guiding principles of the Menu Vision.

OUTCOME:
Seed developed a new positioning that consumers found more relevant and aligned to the brand. Our client launched a successful new ad campaign based on the positioning and used the menu vision to build a 5-year action plan for product development, evolution and sun-setting. This work has led to 4+ years of consistent growth.

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