Burger King + Good Sense Research.

Building the perfect burger. Read more about our work with the iconic Burger King.

Burger King

“The insights team were great to work with and presented a clear story from the data with valuable conclusions for us to take forward.'“

The Brief

Resulting from many previous successful CLTs, Burger King want to test two new developed builds (Italian and Spicy) in both a Chicken and Aberdeen Angus build against benchmark products. As a benchmark for the chicken builds, we used a previous Burger King product taken for a CLT. As well as investigating multiple different attributes, Burger King wanted insights on areas of optimisation needed or barriers for purchase to inform any further development before launch and insights surrounding which names resonate best with consumers and fit with the brand. ​

Key Services for the project

  • Central location test​

  • In-depth attribute insight

  • Penalty analysis ​

  • Innovation expert feed-in​

The Results

Good Sense research conducted a multi-day CLT at two Burger King store locations in Bury St Edmunds and Stockport. The different builds and benchmark products were tested with over 150 consumers across both locations.  The insights identified that the new builds were strong and challenged the benchmark products across multiple different attributes. As a result of  testing the consumer of the individual ingredients of the build, valuable insights on optimisation, especially around the spiciness of the Spicy build, were found. These results have added to a large data base of test results on multiple different Burger King builds, which can lead to these products being used as benchmarks for future builds. ​

The Feedback

“Off the back of a productive concept screening session with the team at GSR, we gained valuable insights to inform the direction of our product development. The insights team were great to work with and presented a clear story from the data with valuable conclusions for us to take forward. Having the innovation experts present on the insights debrief was extremely valuable, allowing us to chat through learnings and the next steps in the moment. It’s having an extension of our team available for specific projects, that bring a wider experience of knowledge and opinions from multiple businesses, that helps us identify and challenge aspects we are too close to and for us to utilise customer data and preference to help Burger King make more informed decision on our Future products and Menu direction. We at Burger King look forward to continuing working with F!S Group and would recommend them to anyone looking to step up their food products”​