Case study
Bill’s
Shaping Growth Priorities Through Customer Insight
The Challenge
Bill’s was entering an important phase of strategic planning, as the business looked to shape priorities for its next stage of growth in a highly competitive casual dining market. The leadership team wanted an objective, external view of how the brand was currently performing and how it was perceived by both customers and non-customers. Their aim was to ground future decisions in a clear understanding of customer behavior and expectations across different occasions and dayparts. This included exploring how Bill’s was being used today, where it was most relevant, and where opportunities existed to increase frequency, spend and brand consideration.
Our Approach
KAM designed and delivered a multi-method research programme to provide a comprehensive understanding of both current customers and non-customers. The programme included a large-scale quantitative survey with over 4000 current Bill’s customers, enabling robust analysis by location, demographic and visit frequency, a nationally representative survey of 2000 non-customers who were aware of Bill’s but had not previously visited and qualitative research, including in-venue discussions and group sessions, to explore attitudes, motivations and lived experiences in greater depth. The research explored dining behaviour, occasion needs, brand perceptions, competitive context and the factors most likely to influence choice, frequency and loyalty.
Outcome
The research provided Bill’s with a clear and objective view of how the brand is currently positioned and where opportunities for growth exist. These insights enabled Bill’s to prioritise actions that would have the greatest impact on frequency, spend and brand relevance. The findings informed thinking across brand positioning, menu development, service delivery, loyalty strategy and marketing communication.
”Working with KAM was an absolute pleasure. As a Commercial & Marketing Director, I loved how their insights and deliverables shaped the project – so many of the learnings are already guiding our plans for 2026 with clear, actionable steps. It was brilliant to collaborate with them and see the real impact of their expertise.”
Sheri Williamson – Marketing Director
Who we help
Brands
As a brand or supplier in the dynamic world of UK hospitality and food service, staying ahead of trends and consumer preferences is crucial. We offer tailored insights and strategic guidance that enable you to make informed decisions, seize emerging opportunities, and create products that resonate with your target audience.
Operators
In the fast-paced world of hospitality and food service operations, delivering exceptional experiences while optimising efficiency is paramount. KAM provides you with the insights and strategies needed to streamline your operations, enhance guest satisfaction, and achieve sustainable success.
Service Providers
As a tech company, agency, or service provider, your role in the UK hospitality and food service sectors is pivotal. KAM Insight offers comprehensive insights that allow you to develop innovative solutions and strategies that cater to the evolving needs of your clients.