Test New Menu Concepts for a Casual Dining Chain

The Challenge

A national restaurant chain sought out Gold Research to assist with testing new menu concepts.

Specifically, the restaurant chain wanted to:

1. Test multiple new menu concepts nationwide among customers and non-customers
2. Identify which new concept would increase the customer base overall, while maintaining a positive business case
3. Segment and profile customers by their preferences and habits
4. Evaluate interest in specific concept related features
5. Understand pricing options for each tested concept

The Solution

Based on these considerations, Gold Research developed an online conjoint scheme to properly test the interest for the new concepts and their features, along with the different pricing options. In order to investigate willingness to pay for the features, possible priorities in terms of market acceptance, and potential of bundling, a Menu-Based conjoint was used. A Menu-Based conjoint is the most natural approach to a fully configurable product: the respondent, based on the offers (features and price) appearing on the screen, can select and bundle freely one or more services.

Results from the Menu-Based conjoint were then effectively presented in terms of count analysis, only requiring simple interpolating routines. Based on the results (evidence of cross-effects, etc…), a full simulator was also provided.

The Results

This research yielded actionable information that helped the client effectively screen and develop the concepts that were most preferred, and refine its overall pricing and launch strategy.