Our client, a prominent nationwide better burger chain, faced challenges in optimising their pricing strategy to reflect their value proposition whilst accommodating regional dynamics and inflationary pressures.
The business faced challenges in optimising pricing to capture revenue, balancing cost adjustments without alienating customers, managing the impact of lower-priced items on spend per head, and improving customer awareness of key brand differentiators.
We partnered with the client to shape a 12-month strategy across brand and site levels, translating macro trends, consumer sentiment, competitive intelligence, and transaction data into actionable priorities for decision-making.
In a competitive and cost-sensitive market, getting pricing right is critical. This case study shows how a data-led approach can unlock significant value, align pricing with customer perception, and drive sustainable growth—even in the face of regional complexity and inflation.
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Estimated £1.2m annualised revenue growth through price adjustments
Tiered structure based on sites’ pricing potential
Targeted site and product level price increase recommendations to maximise value return
Through a survey of over 2,700 consumers, we identified the core drivers behind purchase decisions and how the brand is perceived in terms of value.
We benchmarked these findings against key competitors to assess relative strengths and weaknesses, ultimately revealing clear areas of competitive advantage and opportunities to refine positioning and messaging for greater market impact.
We conducted a deep analysis of consumption trends, product mix, and purchase frequency across all channels to understand shifting customer behaviors. At the site level, we evaluated the performance and impact of new and special menu items, identifying what drives incremental value and repeat purchases. These insights supported more targeted decisions around product strategy, promotional planning, and site-level execution.
We applied advanced elasticity models to assess price sensitivity across products and regions, uncovering how different customer segments respond to pricing changes. Using these insights, we designed a tiered pricing structure tailored to the price potential of individual sites.
This approach enabled more precise pricing decisions, aligned with local demand dynamics and margin goals.
We proposed targeted, inflation-aligned price increases at both the product and site tier level, ensuring changes reflected local market dynamics and value perception.
To support implementation, we developed communication guidelines focused on reinforcing the value delivered to customers.
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