Better choices,
more of the time

Reimagining the 2020 menu for one of America’s
largest restaurant chains

The Challenge

The BrandIQ client was looking to reimagine and revamp its menu in order to maintain its position and stay relevant as the go-to family destination.

Our Approach

  • Opportunity Assessment to uncover current trends and menu shortcomings
  • Menu Strategy Workshop to help leadership understand its capabilities and define results
  • Multiple rounds of qualitative research to discern barriers and drivers to visit as well as overall perceptions of current offerings
  • Food and Trends Immersion to get the team engaged in what the market was dictating regarding flavors and experiences, build trust and confidence to change
  • New Menu Platform Development based on insights, current and future partner capabilities and trends
  • Co-Creative Workshops with target consumers to help build out winning platforms
  • Team-wide Ideation Session that produced more than 500 new menu ideas

The Outcome

  • Uncovered insights to help this family favorite bring in new guests and expand beyond its core dayparts
  • Helped identify the best ideas for immediate screening, through idea management
  • Ideas were screened at a national level
  • 80% beat the action standards
  • 60% of the ideas we generated outperformed their most successful national launches in the past 5 year

Kind words from
our clients

“We feel so confident in our strategic plan and partnership with BrandIQ. We appreciate all you guys are doing on so many projects – and look forward to really getting in the details to create tactical plans. My sincerest thanks to all the BrandIQ team members for their enormous contributions in moving us forward.”

Todd Smith
President