Build menus customers
actually want.

Sales data tells you what they bought.

It doesn't tell you what they wanted, what they wished was on the menu, or what they nearly ordered. Hospitality marketing teams make decisions worth millions on incomplete data.

Agency research is slow and expensive.

A typical concept test from BASES or Quantilope takes six to eight weeks and costs £15,000–£30,000. Marketing teams need to move faster than that — especially for seasonal menus and limited-time offers.

Generic survey tools miss the methodology.

SurveyMonkey can collect responses. It can't run TURF analysis, Van Westendorp pricing, or BASES five-pillar concept testing. The methodology is the whole point.

• Will customers actually buy this?

  Purchase Intent T2B benchmarked against 50% — the floor every concept must clear to be commercially viable.

• Is it strong enough to launch on its own, or does it need marketing support?

  Concept Strength Index across six attributes signals launch heroes vs concepts needing a campaign.

• Is this a real differentiator, or a "me-too"?

  The Uniqueness × Intent matrix surfaces breakthroughs, niche plays, and incremental safe bets — each with different go-to-market needs.

• Does this feel like our brand?

  Brand Fit risk panel automatically flags appealing concepts that don't feel on-brand — catch positioning errors before launch.

• Will customers understand it?

  Comprehension verbatims plus clarity indicator. If respondents can't describe it back, the description has failed.

• What specifically is driving love or loathe?

  Ingredient Reactions heatmap shows sentiment per word — actionable copy revisions in one screen.

• Would it cannibalise existing menu items?

  Cannibalisation signal tells you whether this adds revenue or shuffles it — critical for P&L modelling.

• Which items should stay, go, or get repositioned?

  TURF analysis identifies the smallest menu that reaches the most customers — drop the redundancies, keep what counts.

• Which items pull hardest, not just sell most?

  Intent strength distinguishes core items from "default" choices — the items ordered when nothing else appeals.

• What should each item cost?

  Van Westendorp price sensitivity identifies overpriced and underpriced items with verdicts you can take to a board meeting.

• Does the menu work for every segment?

  Reach breakdowns by diet, dining party, and visit frequency confirm the optimal menu works across audiences — or surfaces who's being underserved.

• Where's the menu reach plateau?

  The reach curve shows where adding more items stops adding more customers. Cut everything beyond the elbow.

• Which items appear together in real customer orders?

  Co-occurrence analysis from intent and TURF responses identifies natural menu pairings and category structure.