Central Location Testing for Major Restaurant Chain

Situation

A leading restaurant chain was preparing to launch a reformulated Crispy Chicken Sandwich and needed to understand how consumers would respond to the new product experience before taking it to market.

Complication

The team needed reliable, in-person feedback across multiple sandwich builds, chicken-breast options, and bun types, while ensuring product preparation, survey execution, and test logistics remained consistent throughout the evaluation.

Resolution

ROI Rocket recruited qualified consumers and partnered closely with the culinary team to prepare and serve each product variation. We developed the product-evaluation survey, managed on-site logistics, and incorporated a visual-array exercise to assess sandwich appearance and bun preferences.

Outcome

The reformulated sandwich builds earned significantly stronger purchase-intent and overall-liking scores, supporting a recommendation to launch with a top QSR partner.

• 300+ respondents participated in the evaluation over 2 days
• 8 products were evaluated: bun, chicken breast and “builds” varied
• 35 min length of interview (LOI)

The ROI Rocket Difference

• Consumer recruitment at scale
• Culinary-team collaboration
• End-to-end CLT execution
• Product, build, and visual evaluation

If you’re struggling to reach a niche, high-barrier, or low-incidence audience, we’re here to help you rethink the approach. Reach out to learn how we can help with your next study.