Understand customers' needs, expectations, and motivations when choosing where to have a meal or snack.

Develop new menu items.

Develop and refine new restaurant concepts.

Reformulate or modify products.

Assess perceptions of different restaurant chains.

Strategically position new quick service and casual dining restaurant brands.

Understand customer satisfaction issues and identify actions which can be taken to increase customers' visit frequency.

Improve restaurant layout and operations so as to improve customers' and employees' experiences.

Identify and address needs of different types of customers, including those of in-restaurant, take-out and drive-thru customers.

Identify ways to better communicate with customers.

Assess franchisees' and restaurant managers' issues related to:

Proposed menu changes - food and beverage items
Signage
Product packaging
Distribution companies servicing their restaurants
Proposed operational processes, procedures and kitchen layouts.