Food Service

A major player in the food and beverage industry was facing increasing competition and evolving consumer preferences. They approached us to gain deeper insights into their customer base and rethink their brand strategy. Their goal was to better understand how their customers experience the brand, not only through their core offerings but across all touchpoints, including dine-in, take-out, and delivery.

The project aimed to provide comprehensive insights into customer behavior and preferences across multiple occasions and settings. The research would focus on identifying key customer segments, exploring their motivations, and uncovering opportunities for brand differentiation. The goal was to develop actionable insights that would inform a refreshed brand strategy, ensuring long-term market relevance.

We conducted an ethnographic study utilizing a combination of in-depth interviews, self-documentation, and observational research to gain a holistic view of the brand’s customers. This approach allowed us to understand the nuances of customer behavior in real-world settings, revealing how they interacted with the brand in everyday scenarios. We focused on the full spectrum of consumer experiences—from their perceptions of menu offerings to their preferences for delivery versus dine-in, and their overall satisfaction with the brand's communication and promotions.