Inspire a Plant-Based Menu Offering

A storied QSR brand partnered with W5 to explore and refine a series of new plant-based menu to guide its path forward. A primary goal was to identify attitudes and openness to new plant-based proteins to determine which flavor combinations and ingredients would best satisfy nutritional needs and cravings.

APPROACH

W5 conducted a series of dinner discussion groups with QSR customers representing varying levels of interest in plant-based foods. During each catered event, W5 moderators, alongside clients and participants, discussed food habits, nutritional needs, and expectations for plant-based proteins. The main focus was a general group discussion exploring food trends and reactions to existing plant-based proteins while a series of  “mini-groups” broadened understanding of desires for plant-based proteins through an exploration of food personalities, development of the ideal plant-based QSR menu item, and mapping of currently available meatless options in the market. The format allowed participants to speak openly and honestly about their food preferences in an intimate environment.

RESULTS

W5 identified current likes, dislikes, and challenges for plant-based meat offerings to determine best practices and pitfalls to avoid. This information was then used to determine which ingredient combinations, nutritional requirements, and flavor pairings would best fit with the client’s current offerings. Results steered the development of one or two select plant-based menu items for further testing.