Define the Business Challenge and Project Parameters

• Initial project kick off/high level business objectives/ambitions discussion

• Uncover brand vision and business challenges

• Define project objectives and success metrics

• Establish agreed upon project challenge statement

• Create list of deliverables, timeline and work-back calendars, and key milestones

• Define roles and responsibilities; dependencies

Gather Essential Intelligence

• Brand review: voice, tone, essence, aspiration, values

• Site visits and experience evaluation: dine in, drive through, delivery; day part review

  • Operations review / assessment - determine operational capabilities, standards, guardrails, and non-negotiables to apply to concept development

• Competitive set review: form, flavor, and occasion innovation

• Consumer Insights review; provide framework for what we may need

• Marketplace research (desktop and experiential)

  • Consumer trends/behavior review (primary and/or desktop)

  • Review meal and snack innovation

  • Review analogous target guest experiences, beyond food service

Explore Opportunities For Revisions

• Distillation of findings, generation of insights and menu innovation directives

  • Present and collaborate on priority

  • Refine as needed

• Build a guiding relevance framework for concept creation

  • Brand voice and image appropriate; Consumer connection; Purpose fit / cultural relevance; Operations fit; Occasion fit

• Write the connecting story framework for menu innovation concepts to business

• objectives; refine as needed (this is a simple connection device that shows our work)

• Create initial on-paper concept ideas/statements; present and proceed with chosen, to refine and complete.

• Hold final review

Development

• Starting with the output from the previous work phase, write a creative/development brief

• Develop menu item prototypes (looks-like, tastes-like versions, within general operational capabilities)

• Present, make refinements; finalize

• Handoff to operator