Case Study

Casual Dining Group (Bella Italia)

Face to face customer interviews to understand the impact of a menu change.

THE CHALLENGE

Casual Dining Group were looking to completely refresh the Bella Italia customer menu and offering. They wanted to understand the impact of these changes on current customers and their potential to attract a new breed of customer to the brand.

OUR APPROACH

In order to truly understand the customer reaction to the proposition we needed to be at the coal face, in and around the restaurants in order to speak to customers inside the premises whilst also capturing non-customer responses from those in the nearby area. Therefore a face-to-face methodology was the most logical solution to this task proposed.

Working alongside CDG, KAM Media developed the questionnaires and conducted extensive face-to-face customer/non-customer research across multiple sites and geographical locations, providing full end to end project management and insight consultancy back to CDG.

THE OUTCOME

Macro findings were used to guide the corporate strategy for CDG and inform the new direction for the Bella Italia menu, whilst micro findings lead to restaurant level recommendations and implementation. Findings from the research identified regional and restaurant type segmentations and led to a range of new segment of tailored menus being implemented.

“KAM Media came highly recommended – and rightly so! The research was delivered on time, to brief, and gave us the understanding we needed.”

Jo Lynch, Head of Activation and InsightsCasual Dining Group