Shaking up the brand with a dining disruptor

Putting customer voice at the heart of decisions for a leading gourmet burger chain.

+1,700 dual insight community segmented based on their experience of the category.

1,000s of multi-format responses including product reviews, concept-testing and ideation.

Feedback informing advertising messaging, menu options and pricing structures.

Overview

Byron Burger founder Tom Byng went to the USA and came back with a mission. Together with Head Chef Fred Smith, he created a signature range of indulgent and super satisfying burgers, driven by the belief that nothing beats a big juicy burger. With that, Byron was born in 2007 around the UK, transforming the British burger scene beyond recognition.

Industry

Food and beverage

Bulbshare community

Use case

Insight, ideation, content

www.byron.co.uk

Aim

Build a 1,700-strong dual insight community segmented into both burger connoisseurs and normal restaurant goers to provide insight, ideas, reviews and content around issues ranging from new pricing and menu options to restaurant experiences and feedback on advertising creative.

Strategy

Our community is divided into passionate burger enthusiasts and everyday diners to provide Byron with dual-faceted insights – from those with detailed category knowledge to those experiencing gourmet burgers for the first time.

We ask our community to deliver at-scale feedback on Byron’s new menu, comparing new options with the originals, and sharing honest reactions to revised pricing structures, discounts, and special offers. We also gather general feedback on what they seek in a burger brand, high-street restaurant, and dining experience – along with ideation on how Byron can enhance its offerings.

At the same time, we test a range of advertising creatives for Byron’s upcoming products and promotions. The community provides feedback on what works and what doesn’t, both in terms of messaging and visuals, while also offering ideas for improvement. Additionally, the community delivers detailed reviews of new products to guide the development of Byron’s new menu.