QSR Company Uncovers the Secret to the Perfect Chicken Sandwich

Happy young man eating a delicious burger at restaurant. Hungry young guy having stacked burger at fast food cafe.
Consumers identify precisely what they look for in their chicken sandwich experience.
American, multinational fast food chain takes on mission to discover consumer preferences of key product components to revitalize their chicken sandwich.


Our Approach

Through expanded qualitative Focus Groups, our client’s product development team was able to immerse themselves early in the development cycle, in an interactive discussion with in-depth exposure to concepts and products wherein consumers defined perceived benefits and features to use in enhancing the overall product.

Step 1

Set Up

Curion identified 4 appropriate cities within the US for fielding.

Online research was conducted to map out QSR locations to be used day of providing authentic products for the Focus Groups.

Test trials driving to and from QSR and facility were ran to ensure commute times were adequate.

Step 2


Panelist broke down what makes them crave a chicken sandwich, their perceptions, and needs for meeting expectations.

Panelists evaluated wrapping and its ability to keep the product fresh the commute.

Each component was explored and evaluated to breakdown key attributes.


Our findings were able to identify key sensory characteristics of the ideal product and product experience.

Identifying delights, challenges and opportunities allowed us to gain insights for product development to use in developing prototypes for the next phase.


Curion uncovered consumers had emotional ties between the packaging and product expectations, along with consumer defined language around freshness and flavor. Improvements on packaging and freshness allowed our client to drive greater market share through the development of advertising claims.