Consumer & Retail

Company Profile

  • Casual dining chain
  • 300+ locations
  • Mix of company-owned stores and franchisees

Situation and Objectives

  • Revert downward traffic trend
  • Focus on creating additional visits from existing customers
  • Create positive price perception and traffic while keeping margin per guest neutral



  • Developed segmentation to support identification of strategic pricing levers as well as tactical levers by segment and day part
  • Identified consumer willingness-to-pay and price thresholds
  • Optimized price points considering substitution effects and bundle options
  • Redesigned combos
  • Created new menu merchandising to support change of price perceptions


  • From -3pp traffic trend vs. benchmark to +6pp
  • Became industry’s price image leader