Challenge

Like most of South East Asia, Vietnam is primarily a chicken market when it comes to eating outside the house. Restaurant chains not offering chicken find it hard to sustain a loyal following. One global quick service restaurant (QSR) chain discovered this recently: upon entering the market, they stayed true to their global menu and its greater focus on beef. Sales growth was consequently slow, and so the decision was made to introduce a fried on-the-bone chicken product. But the question remained: how can you adequately differentiate and exploit unmet needs in a crammed market?

Diagnosis

We conducted a close analysis of the fried chicken market, including flavour profiles, price points, pairings and enhancements (such as dipping sauces and special batters), and eating contexts. We also built a framework of what makes fried chicken good. This became the basis for developing concepts that played with functional and emotional messages, which we tested with consumers in blind taste tests.

Methodology

  • Market Immersion

  • Focus Groups

  • Strategy Consultancy

Impact

The results led to a unique flavour, with a breakthrough message about quality that pushed the restaurant sales well above forecasts. This then paved the way to the company’s successful and continued expansion in Vietnam.