El Pollo Loco

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 ideas and marketing understanding grows based on which segmented customers responded to which products. Ultimately driving optimal new product positioning.

Client Action - New products were launched against distinct day parts and distinct target audiences focused on the benefits those targets sought. Each new product launch drove record sales.