The Challenge:
A national Quick Service Restaurant (QSR) chain asked P&K to benchmark one of their key products against similar products from three competing chains. In addition to learning about their products’ competitive strengths and weaknesses, our client wanted to garner insight regarding the potential for a future advertising claim.
The P&K Solution:
Over one thousand test participants were recruited to central location tests (CLTs) in several markets across the US. Respondent demographics were representative of the target consumer, meeting rigorous specifications regarding age, gender, ethnicity, and past product purchase behavior. P&K procured and delivered products to the test locations from both the client’s and competitive restaurants within strict time limits to ensure product freshness. Four product variants were evaluated, with each respondent comparing a client product to a single competitor.
The Outcome:
Our research provided clear direction regarding client products’ strengths and shortcomings. In addition, P&K identified product attributes that showed promise as the basis for a future advertising claims test.