The Approach
We went on a multi-phase journey of discovery and understanding, starting with a series of deep-dive qualitative “pressure-test” groups. We sat down (virtually and in person) with everyone from parents of young kids to trend-conscious Gen Zers in markets across the U.S. to see how the new brand elements and personality traits actually landed.
After refining the positioning based on those raw conversations, we took it to the masses with a robust quantitative survey. We heard from 1,400 people to validate our findings, evaluating everything from clarity and credibility to how likely they were to actually walk through the doors for a meal. This allowed us to compare resonance across key audiences and profile those most receptive to the new brand vision.
