Driving Profitable Menu Rollouts for a National Restaurant Chain
The Challenge
Launching a new menu item carries risk: if employees don’t understand it or fail to mention it to guests, the rollout can stall.
A national restaurant chain, supported by a top advertising and promotions agency, partnered with Confero to evaluate two test markets before a nationwide launch. Senior management asked: Would associates promote the new items well enough to drive sales and justify expansion?
The Objective
The chain sought to:
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Confirm associates understood and promoted the new offerings.
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Motivate staff engagement so test market results were reliable.
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Gather insights to reduce the risk of a costly failed rollout.
Our Approach
Confero designed a two-part menu rollout mystery shopping program:
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Employee Engagement Contest
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A contest rewarded associates for suggestive selling, creating excitement and awareness.
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Mystery shoppers provided immediate recognition for effective promotion.
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Customer Experience Evaluation
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Shoppers tested whether associates recommended new products to guests.
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Audits confirmed promotional displays and point-of-purchase materials were in place across test units.
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The Results
The program delivered measurable outcomes:
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Associates grew more confident in promoting the new items.
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Marketing materials were consistently verified and corrected when missing.
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Suggestive selling rates increased, driving higher test market sales.
With clear, statistically valid insights, management greenlit the national rollout on schedule — reducing risk, boosting profitability, and protecting the guest experience.
The Success
Instead of relying on guesswork, the restaurant chain gained clarity and control over a high-stakes rollout. With Confero’s nationwide program, the company turned test market uncertainty into a profitable, on-time national success story.
Key Takeaway
Confero helps restaurant brands profitably introduce new products and services with tailored customer experience programs. From motivating employees to validating sales performance, Confero delivers insights that protect brands, grow revenue, and ensure success.
