Exploring the role of meat provenance in QSR (quick service restaurant) purchase decisions.
Our client, a global Quick Service Restaurant (QSR) operator, wanted to understand the importance of sustainability for their customers to inform operational and communications planning.
Our client required insights to inform a review of their meat strategy. This included exploring areas such as messaging and claims, sustainable product sourcing and supply chain management.
At its core, this project needed to quantify and explore the role of sustainability in QSR brand perceptions and selections and claims around sustainable product sourcing, as well as understanding of and engagement with different aspects of meat sustainability, in order to inform sourcing and communication decisions.
Because of the complex nature of the topic, we followed a 4-stage approach:
- Online free-text survey: to explore top of mind sustainability and welfare topics and define customer-friendly language for the following stages of research
- In-depth interviews: to explore the role of sustainability in decision-making in more detail
- Online survey: to quantify expectations of QSR brands and the role of sustainability in decision-making
- Stakeholder workshop: to brainstorm innovation and communication ideas, based on the insights generated.
Future strategy: the research highlighted which elements of sustainability resonated the most with consumers and which were likely to have the most impact, allowing the team to prioritise activity.
Communications: our work highlighted a knowledge gap for consumers and identified the need for the brand to educate on their sustainability initiatives.
Tools to implement: finally, the ideation workshop allowed stakeholders, from product sourcing to chefs and marketing, to work together on how to bring more sustainable products to their restaurants, and communicate this to consumers in an authentic, engaging way.