The death of the lunch-hour sees us snacking at our desks or at the wheel. How do we balance rewards, health, public consumption and the need to refuel at lunchtime?
Our client had developed and launched a new lunchtime solution for Tesco that sits in front of store alongside the traditional food-to-go fixture. Following a pilot in 32 Express stores, they needed to understand whether to roll the concept out more widely across the estate.
We devised a multi-faceted study, including a programme of in-store intercepts, quantitative exit interviews with hundreds of lunch-to-go purchasers and a web survey with the wider Tesco shopper audience. We built on the understanding that the client had begun with sales and basket data.
Our study situated purchases of this product within wider lunch-to-go routines, and created understanding of who was buying and why. We established the role that brand and price played, measured the scope for range extension, and provided insight that fed into packaging development. The product was consequently rolled out across the Tesco estate.