CHOOSING A FRIES SUPPLIER ON A TIGHT DEADLINE

Challenge

Identify which fries consumers preferred so Burger King Argentina could quickly select a new supplier.

Approach

We designed a comparative test at a high-footfall restaurant to evaluate options in real consumption conditions. We processed the findings in under 24 hours, providing an immediate reading and helping the client decide using direct evidence of the audience’s experience.

Outcome

The study enabled a quick decision validated by consumers. It also revealed the sensory attributes they valued most — texture, temperature and crispness — which now guide future product improvements.