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Case study
Research for Brand Strategy of Casual Dining Restaurant Chain
Faced with changing consumer preferences and increased competition, a leading food brand sought a deeper understanding of its customers to refine its brand strategy. Using an ethnographic research approach, we explored customer experiences, behaviors, and preferences beyond the core offerings. Our goal was to uncover insights that could help the brand differentiate itself in a crowded market while staying aligned with evolving consumer needs.
Through in-depth interviews, self-documentation, and observational studies, we gathered detailed insights into how customers engage with the brand in different settings, including dine-in, take-out, and delivery. The research revealed critical perceptions about the brand's positioning, particularly the limited association with its full range of menu offerings. Customers also expressed a desire for more balanced options, reflecting the broader trend towards healthier and more mindful eating.
By identifying key customer segments and their motivations, we helped the brand identify opportunities to improve communication, expand menu offerings, and create a more consistent experience across channels. This research laid the groundwork for a refreshed brand strategy that speaks to both loyal customers and new market opportunities, ensuring continued relevance in a dynamic landscape.
