In the increasingly demanding fast food industry, consumers expect better food, greater choice and quicker service—at low prices.
To gather the customer intelligence necessary to make real-time product and marketing decisions, and remain competitive, the company launched BP Test Kitchen, an insight community of over 13,000 members.
Boston Pizza needed timely research results to help answer seemingly simple but potentially costly product and marketing questions. BP Test Kitchen members give feedback on pizza flavors and campaign messages, and respond in a matter of hours, not the six to eight weeks that’s typical of most market research. Since its launch in 2013, insight community members have completed more than 61,000 surveys (and counting).