Go-to-market planning for a new casual dining concept

Measuring size of prize, and maximising chances of success.

The challenge

Our client, a leading global restaurant brand, needed guidance in launching a new casual dining concept. While they had a proposition they were confident in, they needed to know how to position it in order to win, who to target – and the ultimate size of prize.

Our solution

We combined primary consumer research with desk research, restaurant audits and market modelling, to tell the client what to do in launching the chain, and what they could hope to achieve by doing so. Key elements included a concept test, demographic and behavioural identification and profiling for the target audience, as well as trendspotting in the casual dining space.

The outcome

Our blend of approaches yielded critical insights for the go-to-market plan. We delivered a detailed understanding of the potential market opportunity, and guidance on fine-tuning the dining concept to maximise volume and value. We advised the client on everything from the key aspects of branding, look and feel and dining experience for the new concept, to determining the target audience’s price tolerance, and gauging the potential volume and value of different day parts.
Importantly, we showed the client that they needed to reposition the concept in order to capitalise on emerging food and dining trends, and to redefine the target audience to focus on key growth sectors.

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