Simon-Kucher & Partners' Rosalind Hunter: Channel-neutral approach to pricing may not always be "optimal"
She joins the inaugural QSR Media UK conference for a pricing session.
How does a QSR brand put consumer psychology at the heart of its pricing and improving the value of existing and new products?
These will be answered by Rosalind Hunter, a partner at Simon-Kucher & Partners, at the inaugural QSR Media UK Centegra Conference & Awards in London.
Rosalind works with F&B companies across the globe to identify the true value of their products and proposition, and ensuring this value is reflected in their pricing and marketing strategies.
Understanding the customer is core to her work, not only in terms of the prices they are willing to pay but also in how customers decide between products and are influenced by other external factors when buying F&B. Clients include major QSR chains, large multi-site casual dining restaurants as well as a number of smaller operators.
She was previously a speaker at QSR Media's 2019 conference in Singapore.
Here's a quick Q&A with Rosalind:
QSR Media: How did you get involved in the multi-site restaurant industry?
Hunter: The multi-site restaurant industry has always been a core focus at Simon-Kucher. We are passionate about supporting customers in growing their topline through pricing, marketing and sales. Our clients in the restaurant space are always looking for innovative and low risk ways of increasing profit in the face of rising costs and competition so there’s always plenty to talk about!
What particular industry issues or developments are you currently thinking about?
Developing a long term strategy for working alongside delivery platforms has been a hot topic. Many companies we speak to have taken a channel neutral approach to their pricing but that may not always be the optimal approach, either short or long term!
The commercialization of vegetarian and vegan options is obviously up there as well right now.
Unfortunately rising costs, particularly labour, is a topic we haven’t escaped for several years and I don’t feel that is going to change any time soon either. It’s not a new development but deserves a mention.
What are you most excited to do during the QSR Media UK Centegra Conference and Awards in London?
Having a day to really dive into core industry topics and catchup with people working across the industry. Hopefully, I can also provide some interesting insights on psychological pricing during my session as well.
(See this session and more at the QSR Media UK Centegra Conference and Awards - register now by clicking HERE.)
