01
Client context
The chain was successful in its home region and planned to expand to new cities.
02
Business challenge
Tastes, price expectations and competition varied widely across cities.
03
Research objective & questions
Rank expansion cities and recommend menu, format and pricing adaptations.
- Which cities offer the best demand and competitive opportunity?
- How do taste preferences and price expectations differ?
- Which formats — dine-in, delivery, kiosk — suit each city?
- Who are the main local competitors?
04
Methodology & approach
- City screening
- Demographics, consumption and competition.
- Consumer FGDs
- Taste tests and menu reactions in shortlisted cities.
- Consumer survey
- Price expectations and format preferences.
- Competitor mapping
- Local and national chains.
05
Sample & geography
- ~10 cities screened
- ~9 FGDs
- ~1,500 survey respondents
- Geography — India (multiple cities)
06
Key findings
- Delivery-led formats were the best entry route in two cities.
- Menu adaptations were needed for regional spice and vegetarian preferences.
- Price expectations were lower than the home region in some cities.
- Local chains were strong in breakfast occasions.
07
Business implications
- Enter two cities with delivery-led kitchens first.
- Introduce regional menu variants.
- Adjust pricing by city.
08
Outcome
The chain received a city prioritisation, format recommendations and menu adaptation plan.
Example engagement — Shows how Hoog approaches this type of question. Not a specific client project. Findings are directional.