Client Challenge

Our client wanted to quench their thirst for knowledge about customers’ beverage-buying habits at quick-service restaurant drive-thrus. They needed insights to understand how, when, and why customers grab a drink on the go—and how to drive more sales in the process.

Our Approach

To get to the heart of the matter, we crafted a multi-faceted approach that combined creative, immersive methods:

Online Discussion Boards

Customers shared their thoughts and habits around beverage buying, giving us a broad view of preferences and decision-making.

Observational Interviews

We joined customers in their cars as they experienced the drive-thru firsthand, capturing those moments on video to bring their journey to life.

Love Letters to Beverages

For a playful, emotional angle, we asked customers to write “love letters” to their favorite drinks. These letters gave us unfiltered insights into the deep connections people have with their beverages.

The Outcome

1. Comprehensive Insights
   A blend of online and in-person methods ensured no stone was left unturned, capturing both the "what" and the "why" of beverage behavior.

2. Emotion on Display
   Video footage brought the customer journey to life, making it easy for stakeholders to visualize key moments and opportunities.

3. Messaging That Resonates
   Emotional customer feedback inspired the client to develop new, heartfelt messaging that tapped into the personal connections people have with their favorite drinks.

Armed with a richer understanding of their customers, our client crafted messaging and strategies that resonated deeply—turning routine drive-thru visits into memorable, drink-worthy moments.