BESPOKE INNOVATION TESTING FOR NPD CONFIDENCE AND RIGOUR

Domino’s

THE CHALLENGE

Domino’s is in a fast moving category, trends change and new competitors constantly enter the market. How does Domino’s lead in this environment?

Brand Ignite was tasked with helping Domino’s be agile product innovators, whilst still retaining the quality control and standards expected of a world class brand.

GETTING CLOSER

Brand Ignite created a bespoke framework that takes Domino’s from the initial stages of pipeline generation and concept screening through to taste testing a refined product concept. Ensuring that Domino’s gets closer to success, with innovation that meets consumption needs. The E.A.T framework consists of 3 key stages – Explore, Assess & Test.

‘Explore’ involves a qualitative and investigatory approach to understand customer wants and needs from the category.

‘Assess’ validates these needs and rigorously measures overall appeal and purchase intent for multiple new concepts.

‘Test’ involves our in-house hall testing facility, to test new products alongside in-depth qualitative research to understand response and areas of refinement for the final concepts.

BENEFITS OF CUSTOMER CLOSENESS

Working with their target market and against a robust framework means that Domino’s can confidently test new products away from bias and in house preference both leanly and quickly. To create products that not only meet customer needs but success criteria, informing menu development up to 18 months in advance.