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