Rubio’s Fresh Mexican Grill
By Carrie Reynolds
on
May 23rd
In
Service – Ad Testing Background – TAs Rubio’s had found the “sweet spot” between fast food and fast casual by offering great tasting freshly prepared Mexican foods at meal prices below the other fast casual competitors they needed to know which broadcast message positioned that story best with the target audience they sought. Methodology – The agency did an announcer read of multiple scripts -each one with a different creative execution and positioning. We took those spots, did an electronic
Boudin Bakery
By Carrie Reynolds
on
February 8th
In
Service – Price Sensitivity Modeling Background – Boudin was embarking on menu innovations to drive new customers while working hard to not alienate their current user. The menu items were more unique and therefore a bit more expensive to make than current menu items. Boudin needed to understand if the prices they would need to charge would fit customer’s willingness to pay as they made the shift to higher profile items. Methodology – We utilized a price sensitivity modeling technique
El Pollo Loco
By Carrie Reynolds
on
February 8th
In
Service – Concept Testing Background – A signature cooking platform, a strong dinner/family offering were both sustaining this brand’s sales; however, the single purchase/lunch items typical of fast food were not reaching their potential. Also, past successful promotions were not seeing the results they had in the past. Methodology – Using a well defined, product development pipeline process testing each phase with consumers to optimize prior to launch. Concept testing on line for the best ideas, product development optimizing those