Rich and deep insights to bring a QSR Design Target to life
The Challenge
WG partnered with a giant burger-based, fast food brand to identify opportunities to grow relevance and deepen consumer connections. They realized they needed deeper understanding of their design target, beyond datapoints, to unlock a meaningful brand promise and experience.
The Approach
WG’s first layer of understanding came from an outside-in discovery of the drivers and barriers to modern QSR, how Millennials and Gen-Z understand health drivers of fast food offerings, and voices of culture change at the intersection of food and convenience. We then delved deep into the lives of the design target to discover the drivers of QSR, food mindsets and behravios, brand perceptions, the context of value, and ways-in to deepen their relationship with the brand.
The Opportunity
The outcomes of this consumer-centric discovery phase were brought to life in a series of Soul Stories activated through video and a “road show” rollout of the insights and opportunities for this company’s franchisees to build momentum in designing for this critical health aware consumer audience.
