How we helped a bakery chain add best sellers to their menu

THE CHALLENGE:

Our client needed to identify best sellers from nearly two dozen menu options; offerings that would be irresistible to customers, in a couple of SEA markets

BRANDSCAPES INSIGHTS

  • Options that had culturally identifiable ingredients were more irresistible
  • Such ingredients drove up acceptance, relevance and most importantly were universally credible
  • Health & nutrition were star attractions in terms of benefit platforms
  • Consumer were willing to pay more for these benefits
  • Items containing lesser liked ingredients could work, but would not be able to command a price premium

MARKETING ACTIONS:

  • Items with ingredients that communicate health and nutrition became the focus
  • Importance of maintaining food quality acknowledged, as it was key to customer pull
  • Brand to focus on offering both sweet & savory options, with a healthy angle to them
  • Products with exotic ingredients need to be reconsidered, as the audience is not open to experimenting beyond their cultural palate

OUTCOME:

The client was clear about which items to launch at what price point and how to promote the revamped menu to gain maximum sales revenue
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