INNOVATION LAUNCH PRIORITIZATION

OPPORTUNITY

A joint-venture between Panda Express and Coca-Cola developed 15 new beverage innovation concepts.  Limited to a launch of 3-4 in first year, prioritization was required to guide development of launch planning, including projected in-market customer behaviors and volume.

METHODOLOGY

• DMG surveyed n=1,019 current Panda Express customers via a 15-minute survey.

• Within the survey, respondents were contextually teleported to a Panda Express location where they viewed an expanded beverage menu and ordered a meal and beverage.

• DMG conducted a TURF analysis (Total Unduplicated Reach and Frequency) to determine the most efficient and effective quantity and launch order of beverages.

• A SOVA (Source of Volume Analysis) determined incrementality and cannibalization rates for the new beverages.

IMPACT

Results from the TURF confirmed the specific launch order of beverages that would maximize penetration and volume, significantly surpassing Panda’s launch-year goals.  Moreover, DMG measured expected incrementality and projected cannibalization rates for the new beverages  along with a 5-year roadmap of prioritized beverages to launch.