Pack and price optimization is one of the most important levers of success in Quick Serve Restaurants. What size do you offer? Which configuration? What is your optimal regular price? What is your optimal sale price? How often should a menu item be on sale? All of these variables need to be optimized in context with your strategy: are you trying to maximize volume, units, revenue or profitability?

We believe that these pack and price questions can only be answered with research that tests your offerings in a competitive context. To address this need, Dig Insights developed a proprietary tech solution; Virtual Menu looks like an online menu. Over several choice screens, respondents see your products and competitive products. Across those screens, we experiment with product availability / pack size / pack configuration / regular price / depth of discount. Unlike a conventional conjoint, each product has an independent set of prices and discounts. This gives us total control over the experiment and the data modelling.