Challenge: Bruegger’s Bagels regularly introduces new products into its stores to insure ongoing relevance in the QSR marketplace. In this instance, Brugger’s wanted to launch a new food product in the Boston area as a precursor to roll-out in other markets.
Objective: Bruegger’s partnered with Plan-it to gain direction and insight for the optimal strategy for launch and then expand outside the Boston area.
Solution: Plan-it conducted a Qualitative/Quantitative Evaluation via in-store intercept interviews among Bruegger’s customers, to understand reactions to the new product and triggers to purchase.
Result: Plan-it used learning from this study to provide messaging and communications strategies to generate trial of the new product and to recommend product flavors that would be most appealing to customers. This product was successfully launched and expanded across stores throughout the region.