We also hold monthly WASSUP Meetings,” shared Krouse, “where each employee brings knowledge of an element from popular culture and explains its affect on Donatos.”1 Donatos, recently divested by fast -ood giant McDonald’s, had, for four years, access to tremendous amounts of research on the eating habits of Americans. Another is e-mail comments from customers received via our web site. One of these is syndicated research obtained from The Yankelovich Monitor and NPD Eating Trends. As a result, we monitor a variety of sources. But mostly we are influenced by changing eating habits. “Restaurants are influenced my many factors: product, message, weather, reputation, and competition, to name a few.
Krouse, who is reponsible for new product development, had to answer a question facing many restaurants: Is the low-carb diet a flash fad or a trend-and should we respond? One of those slim windows faced Tom Krouse, chief concept officer with Donato’s, an independent premium pizza restaurant chain, headquartered in Columbus (Ohio). >The Scenario Some strategic windows remain open for an extended period of time other, don’t. This case focuses on the research behind the introduction of Donato’s low-carbohydrate pizza, and how the company collapsed its normal product-development research process to take advantage of a current trend. As people’s tastes change and new diets become the rage, restaurant chains must decide if and how to respond. The pizza segment of the fast-food industry is very aggressive.
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