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
