Case Studies

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QSR Category, Segmentation and Targeting Strategy

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Situation

A leading quick-service restaurant (QSR) chain had achieved substantial growth through aggressive franchise expansion. However, this success led to concerns from franchisees about market saturation. Recognizing the need to diversify its growth strategy, the company engaged MCAworks to identify and develop alternative growth opportunities. The goal was to ensure sustainable expansion while addressing franchisee concerns and maintaining the strength of the existing network in a competitive QSR market.

Our Approach

MCAworks conducted a comprehensive market segmentation study, employing advanced analytical techniques to identify and characterize the chain's frequent customers. The research delved into customer demographics, psychographics, and behavioral patterns, revealing key insights into their underlying needs, preferences, and dining habits. This analysis included a detailed examination of favored dayparts, menu preferences, and factors driving customer loyalty. The resulting data-driven segmentation provided a nuanced understanding of the QSR's core customer base, forming a solid foundation for developing targeted growth strategies that would complement the existing franchise model without exacerbating saturation concerns.

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Results

The chain continues to experience record-setting growth.