Case study
Wingstop
Product based taste-tests to optimise new menu
The Challenge
Wingstop wanted to refresh their iconic menu and asked KAM to help them understand Wingstop customer and non-customer thoughts and perceptions on a proposed new chicken glaze flavour for the UK market, and their propensity to then purchase the product based on the taste test.
Our Approach
KAM conducted face-to-face taste tests and interviews across two days with 120 consumers, ensuring a spread of Wingstop current users, as well as non-customers.
Each respondent was asked to taste 2 separate un-named samples (the proposed new flavour vs. a similarly spice / heat level control flavour), and completed a survey based on various criteria, including appearance, aroma, taste, etc. And then of course their overall preferred flavour.
The Outcome
Results were analysed and indicated a clear preference for a rather delicious new flavour which is now being trialled in Wingstop.
“It was vital that we robustly tested our proposed new Hot Honey Glaze flavour before bringing it to market. KAM’s whole approach to undertaking these tests was very professional and conducted on a timely basis with pre-recruited customers and non-customers to a specific demographic profile. I wouldn’t hesitate to recommend KAM and look forward to collaborating on future projects.”
Head of Marketing, Wingstop
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.