Situation/Objectives: A national restaurant chain positioned between QSR (quick service restaurants, or ‘fast food’) and fast casual, seeks to better understand consumer perceptions on quality, consumer cross-over purchasing behavior, and to gain feedback on some new product concepts.
Action: PMI conducts a three-day online bulletin board addressing the relevant issues. During the discussions, several elements of the chain’s product offerings are revealed that provide them a competitive edge, but have low awareness. Additionally, the many new product concepts are sorted into those worthy of further development.
Results: One of those key product/service elements becomes a prominent component of the chain’s next advertising campaign.