Honest Burgers

Rapid consumer feedback on a new QSR concept, menu and pricing architecture.

• Honest Burgers is a premium burger chain with its own butchery. It has successfully taken market share of the fast-casual market but needs to adapt as consumer preferences shift towards premium and exciting fast food.
• We designed a bespoke quantitative survey for Honest Burgers and interviewed 300 of their own customers, 100 McDonald’s buyers and 100 Five Guys buyers.
• The findings were used to hone the wording for the new proposition, understand which menu items are more likely to entice competitor users and validate pricing assumptions on critical products.