A global quick-serve restaurant (QSR) was looking to make its breakfast offering more competitive. The QSR was already a market leader for other dayparts and product categories but was not a market leader for breakfast. It asked Escalent to create the ideal breakfast offering and identify the optimal price point to increase purchase rates and market share.
Escalent launched a study with current morning customers and competitive customers. We included a MaxDiff exercise to identify the top breakfast ingredient combinations, an analysis to determine caloric thresholds for adoption, and a Van Westendorp pricing analysis to measure and determine the optimal price point for the offering.
The insights uncovered the key combination of ingredients needed to create the ideal breakfast offering. Our client successfully launched the recommended breakfast solution at the optimal price point, which is one of our client’s top-performing morning offerings today, and it has bled into other dayparts as well.