FINDING THE PRODUCT WHITESPACE FOR A KEY GROWTH TARGET
The Challenge
WG partnered with a leading quick-service fried chicken restaurant brand to explore opportunities to build relevance and brand preference with the critical consumer target of the family food gatekeeper.
The Approach
WG conducted a four-market study to better understand how this consumer eats across the life stages and household scenarios. The results revealed a disconnect with how modern, urban men and women eat – on the go, independently, or with busy families in tow.
The Opportunity
WG developed a strategy and series of menu configurations, products, and services to better serve the Family Gatekeeper target. These interventions will push the brand to evolve beyond its masculine “cave man food” equities and into more premium flavor experiences appealing to women, thus revolutionizing the restaurant as a place for the entire family.
