An investor Client hired Stax to assess the positioning of a fast-casual restaurant chain and validate their concept in view of a potential franchise partnership to expand operations into three extended markets.
Compiled a fact base from data collected through field research of consumers, interviews with competitors and a review of secondary research and publications.
Measured the overall market maturity for the fast casual category in core and extended markets.
Assessed the Target’s value proposition and customer perceptions along with the possibility of exporting the concept to the new markets.
Stax validated the fast casual category concept and investment consideration by providing recommendations regarding potential opportunities and threats in the new markets.
We also confirmed runway to support additional locations across the new markets by 2020.
The Target appeared to have a highly satisfied customer base and performed well against key restaurant selection criteria.
They were clearly differentiated from their competition on key elements of their value proposition and their customers displayed strong customer advocacy across core markets.
Research revealed significant growth opportunities within the three extended markets, as they collectively represented a notably underserved market, constrained by the lack of availability of fast casual category outlets.
High consumer receptivity for the Fast Casual Category Concept across the extended markets assured success for the Client in partnering with the Target for expansion in to the new markets.