Informing a restaurant chain re-design

By Richard Smith

The client was facing an increasingly competitive market place in the UK, with threats to both market share and profitability. They urgently needed to redesign/refresh their offering and wanted to ensure that this was a customer led process.

We joined forces with Experience Engineering (a US based specialist consulting firm) in order to conduct ZMET interviews with clients. The ZMET technique allowed us to get an understanding of how the brand was framed by customers and how it could be stretched into new areas. The client was able to immediately react to the insights made, and the findings had a major influence on their marketing campaigns.

The client was also able to use the findings to better understand the customer experience in its restaurants. New branches that have been designed to reflect the outcome of the study have been very well received and are extremely profitable.