- Research Intent: A multinational Quick Service Restaurant, known for its coffee and donuts needed to understand whether or not expanding the brewed coffee offer would undermine or enhance the brand positioning.
- Integrated Design: A sequential study in English and French was designed to gain a 360 perspective on coffee drinking throughout the day. It included: Self-Ethnography, Sensory (Qualitative & Qualitative) followed by Qualitative.
- Insights were gleaned on the role coffee played in singular and social situations and identified where a ‘dark roast’ would fit within the consumer’s existing coffee repertoire.
- Actionable Insights: As a result of the study, the restaurant chain launched a dark roast variant. This opened up an opportunity for our retailer to be considered as an afternoon choice instead of a specialty coffee shop. The impact was significant, with coffee sales almost doubling, and coffee credentials raised, leading to elevation of the brand equity.
