CLARIFYING HOW FAST FOOD CONSUMERS THINK, FEEL, AND ACT TO UNLOCK GROWTH POTENTIAL
The Challenge
A leading QSR brand wanted to shift from tactical consumer segments to a richer, integrated consumer framework that helped build a foundational, holistic understanding of today’s fast food consumers.
The Approach
WG started by clarifying the business’ challenges that required deeper consumer understanding to solve. This shaped a custom approach to layered consumer research, including initial exploration of consumer fast food culture, quantitative segmentation, and deep dive ethnography with priority consumer segments. The total culmination of learning was distilled into a new consumer framework, which included close-in and stretch growth opportunities brought to life for each segment.
The Opportunity
This has been a landmark project for the entire cross-functional organization, illuminating unarticulated drivers of consumer needs and behaviors. The segmentation has now been integrated into key marketing activity streams and tools and has created a common language and structure for brand-building strategy and planning.
