A popular British restaurant chain came to us with a need to launch in the China market, though with an understanding that their future Chinese consumers would come with completely different needs than those in the UK home market.
Innovate, Marketing Mix, Design
Zizzi Restaurants UK
Amongst a range of findings, the real insight that aided in the proposition localization was a deep understanding of the Shanghai consumer – the restaurant “discoverer.” Our marketing mix development was designed to surprise and delight this discoverer in an ever-competitive market.
“How much do we talk about the UK?”
"Do we need to focus on specific Italian regions?”
“Do consumers want to hear about our world-class chefs?”
These were a small number of questions posed to us when adapting the brand proposition for the China market. Through a range of focus groups and stimulus testing with consumers, we unpicked the parts of the British proposition that resonated most and determined how to execute these in a way that was relevant for Shanghai.
Onto Menu Design
We learned the role of ingredients and dish execution, and how this relates to positioning, particularly regarding that space between casual and fine dining. TSI also uncovered a range of cultural necessities, such as when to serve carbs, how much more seafood the Shanghai consumer really needed, and what should actually be labelled as a side rather than a starter.
Of course, you can test without tasting! We worked with consumers to understand and develop as real an occasional scenario as possible, presenting starter, main, side, and dessert options. The goal was to see which items from the UK menu stuck out most to consumers and what items were not generating any interest. Through a range of product trials, we uncovered valuable learnings around dish flavour, presentation, serving size, cutlery, and more.