Case Study

Case Study: Rapid Iterative Product Optimization

Context:
A quick-service restaurant (QSR) aimed to rapidly develop and optimize a new limited-time offer (LTO) menu item for its heavy-user base. The goal was to fine-tune the recipe and ensure it performed at its best across key product diagnostics such as spice, saltiness, vinegar levels, and sauce quantity, while also optimizing for consumer behavioral metrics like purchase likelihood and deliciousness.

Engagement:
‍Strop partnered with the QSR to conduct an Iterative Product Optimization Test (IPOT), a rapid, back-to-back series of taste tests designed to optimize the product in real time. The Strop team moderated each session, evaluating product diagnostics and perceived consumer reactions, while the chefs and R&D team made immediate adjustments to the recipe between rounds. This intense and collaborative process spanned multiple sessions over several days, ensuring the product was fine-tuned to meet consumer preferences for the LTO.

Methodology:
‍The IPOT process involved stacking multiple taste test sessions, each followed by real-time evaluation and recipe adjustments. During the sessions, participants—who represented heavy users of the brand—provided feedback on key product attributes like flavor balance, texture, and sauce quantity, alongside behavioral metrics like purchase intent and perceived deliciousness. Benchmark controls, such as best-in-class products, were used for comparison. The chefs and R&D team would then modify the product after each session based on consumer input, testing the updated version in the next round.

Result:
‍The iterative nature of the testing allowed the QSR to quickly and efficiently optimize the product to consumer tastes. By the final sessions, the product consistently outperformed benchmarks in terms of deliciousness, purchase likelihood, and flavor satisfaction. The result was a limited-time offer that not only met but exceeded consumer expectations, helping the QSR to drive increased customer engagement and sales during the LTO period.

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