Duration

2 months (2018)

Tools

Paper, Google Workspace apps

Role

Lead Researcher

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Under A Non-disclosure Agreement

Some of the details in this case study may be vague to protect the client's intellectual property.

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When Little Caesars, a global pizza powerhouse, set its sights on Singapore, they faced to two challenges: (1) penetrating a market with entrenched pizza habits and (2) reimagining the dining experience for a diverse, on-the-go consumer base. The aim was to position Little Caesars as not just another pizza outlet, but as a brand that delivers value, quality, and speed in a fast-paced urban environment.

Challenge

Singapore’s dining landscape is both dynamic and saturated with strong competition from established pizza brands like Pizza Hut, Domino’s, and emerging players such as Pezzo.

The challenge for Little Caesars was clear: How do we disrupt a well-established market while appealing to both traditional pizza lovers and the modern, time-strapped consumer?

Approach

Our strategy was designed to understand every nuance of consumer behaviour, motivations, and preferences:

• Focus Group Discussions

  We conducted in-depth sessions with diverse segments of Singaporeans — from young professionals and singles to families to capture authentic dining experiences, preferences, and expectations.

• Concept Testing

  We also evaluated multiple creative executions for Little Caesars. This helped us understand which visual and messaging elements resonated best with the target audience, ensuring that the final brand positioning would strike a perfect balance between affordability and quality while also highlighting the brand’s unique personality.

Results + Impact