Business
How Del Taco Became Consumer Centric
Researcher Serves Up Insights at Top Fast Food Brand
By Marc Dresner, IIR
As anyone who has ever had the opportunity can attest,
starting a research function in a company that has thrived without one can be a
daunting task, even with strong support from the top.
But for the researcher who truly believes in the power of
insights and is unafraid to challenge convention in an entrenched culture, it
can be a tasty proposition!
insights and is unafraid to challenge convention in an entrenched culture, it
can be a tasty proposition!
For instance, when Tom Johnson became the first director
of consumer insights at Del Taco, not everyone at the nation's #2 Mexican QSR chain was enthusiastic about embedding the voice
of the customer into the decision making process.
of consumer insights at Del Taco, not everyone at the nation's #2 Mexican QSR chain was enthusiastic about embedding the voice
of the customer into the decision making process.
| Tom Johnson, Del Taco |
'Initially, I had
departments that wouldn't talk to me,' Johnson recalls. 'They felt like the
only thing I could do was slow them down.'
departments that wouldn't talk to me,' Johnson recalls. 'They felt like the
only thing I could do was slow them down.'
Not every
researcher has the disposition to face that degree of apprehension and
skepticism. And it's been my experience as someone who talks to researchers
for a living that not every such endeavor ends well.
researcher has the disposition to face that degree of apprehension and
skepticism. And it's been my experience as someone who talks to researchers
for a living that not every such endeavor ends well.
Happily, Johnson's
story is different, and it's a tale others can learn from.
story is different, and it's a tale others can learn from.
'Over time we've
been able to prove that being consumer centric will always better the brand in
the long run,' Johnson told The Research Insighter.
been able to prove that being consumer centric will always better the brand in
the long run,' Johnson told The Research Insighter.
'Even with the
front line employees at our restaurants,' he added, 'we have seen a dramatic turnaround
in their perspective of being guest-centric. It's really a great thing to be a
part of and to have been a catalyst for within a brand like Del Taco.'
front line employees at our restaurants,' he added, 'we have seen a dramatic turnaround
in their perspective of being guest-centric. It's really a great thing to be a
part of and to have been a catalyst for within a brand like Del Taco.'
In this interview
with The Research Insighter, Johnson shares his winning recipe for establishing a research department
and a healthy appetite for insights, including:
with The Research Insighter, Johnson shares his winning recipe for establishing a research department
and a healthy appetite for insights, including:
' Establishing a
foothold through R&D
foothold through R&D
' Wrapping
insights in a holistic, business context
insights in a holistic, business context
' Putting process
to work, and more!
to work, and more!
Editor's note: Tom Johnson will be
speaking at The Market ResearchEvent 2013 taking place October 21-23 in Nashville, TN.
speaking at The Market ResearchEvent 2013 taking place October 21-23 in Nashville, TN.
For information or to register, please visit TheMarketResearchEvent.com.
ABOUT THE AUTHOR/INTERVIEWER
Marc Dresner is IIR USA's sr. editor and special communication project lead. He is the former executive editor of Research Business Report, a confidential newsletter for the marketing research and consumer insights industry. He may be reached at mdresner@iirusa.com. Follow him @mdrezz.