Challenges

Limited time or seasonal product offerings often create excitement among consumers, more so if these offerings are within the F&B space. Quick service restaurants (QSR), known for their constant new limited time or seasonal product offerings have led to our client’s intention to introduce their menu creations to these QSRs so they can bring them to consumers. Prior to laying these menus on the table, our client has engage on a research piece with us to first grasps an understanding of consumers’ perceptions, acceptance and preferences towards these menus.

Approach

Within Klang Valley, a total of n=100 Gen Z, Millennials and Gen X who in the past 1 month have either dine-in/drive through or order online at QSR outlets were interviewed. Just by using a smartphone, respondents were exposed to a series of food menu concept boards in random order where we had gathered their perceptions of the menus (e.g. likes, dislikes, propositions, fit with QSR menu, etc). And, as an end to the evaluation, respondents were asked which menu they prefer most as the differentiator question.

Results

As part of our evaluation, given that the topic is about food, we had dissected feedbacks to reflect every angle of the product of highlight e.g. product image/theme, ingredients, flavours to see what exactly respondent managed to pick-up or have missed which have supported our client in communicating highlights of the menu to their potential QSR client resulting to some of the menus being accepted and has been/is in-market, while taking into account cultural nuances.