After taking steps to rectify customer concerns, this national fast food chain continued to receive criticism from consumers. As a result, it sought to understand the motives for this negative backlash and steps it could take to improve brand perception.
CLARITY:
Ravel facilitated a series of in-person discussions in both progressive and conservative markets. Participants were asked to complete a series of activities that assessed their feelings about various brands. During these sessions, myths and truths about the restaurant were shared with participants to analyze their impact on consumer sentiment.
These insights later informed a 600-consumer survey that was used to determine which stories and facts had the greatest impact on brand perception.
IMPACT
Informed by this consumer feedback, the fast food chain reallocated its charitable giving to organizations who support education, homelessness and hunger. It also ended charitable partnerships with two organizations that did not align with consumer sentiments.
