The importance of branding to food retail customers

Food courts and casual dining restaurants that were perceived to offer more food choices and a better dining experience were causing this quick service restaurant to lose some of its market share. The client needed game changing insights into consumer attitudes and behaviour in order to significantly increase their share of diner business.

To obtain high level industry trends, BVA BDRC interviewed food and beverage writers and competitor restaurants. Supporting these interviews, we organised a series of consumer focus groups and implemented their Tri-SightTM qualitative research method, providing added depth to consumers’ needs and preferences. Recall interviews were carried out to very hypotheses developed from the focus group results.

The research both highlighted the competitive advantages of the client’s brand over competing food outlets, as well as the deeply held needs of patrons pertaining to dining experiences. BVA BDRC recommended making changes to menus and in-store service and pinpointed areas where the client could leverage off their brand values, refresh their brand and modify interior design to create a more exciting in-store dining experience.