Challenge

Our Quick Service Restaurant (QSR) client had developed four new sandwich options and needed consumer reaction and feedback to determine the performance of each against the expectation generated by the product description and promotion, and to identify areas for further optimisation.

Solution

Consumer product testing in a restaurant setting. Pre-recruited consumers each evaluated one sandwich type prepared by the restaurant’s in-store chef.  They rated the appeal of the concept, ate the sandwich and rated performance against expectations, intent to visit, plus a short series of hedonic and diagnostic measures.

Outcome

Two clear winners were identified. Feedback and observation showed that control of number of fillings and amount of sauce is critical because sandwiches that are messy and difficult to eat will be rejected, even if delicious.