Speaking the West’s language.
Thai Express is a national brand, but customer behaviour and category expectations are not identical across the country.
The Western Canada team needed a deeper understanding of how people in British Columbia, Alberta, Saskatchewan, and Manitoba perceived the brand, what influenced their QSR choices and where regional marketing could become more relevant.
We went into the environments where those decisions were actually happening. Research with customers and non-customers in shopping centres, campuses and food courts was combined with store visits, competitive mapping, cultural review and existing brand research.
Thai Express gained a clearer view of how Western customers think about the category and where the brand has permission to connect differently. The playbook created a regional decision-making framework that can guide marketing while remaining connected to the larger national brand.
Qualitative research · Field research · Audience strategy · Competitive analysis · Regional positioning · Marketing planning · Writing · Playbook development