Which of 6 prototype beverage center designs should be taken to test market?
An in-person, monadic quantitative concept evaluation utilizing 3-D virtual shopping!
MMR validated the relevance of the expanded beverage center and specifically identified the viable design and operational elements from the 6 prototypes to help accomplish the goal of entering the arena of Specialty Beverages/Coffees.
The result: the restaurant utilized these design recommendations in its test markets with tremendous success and ultimately rolled out a premium coffee menu in a cafelike setting.
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