Developing a new range of cleaning solutions for the hospitality sector

The Challenge

A leading supplier of hygiene solutions (cleaning chemicals, cleaning tools and floorcare machines) to the away from home market identified that many small site customers (restaurants, bars, cafes) were looking for solutions that were more manageable in terms of size and cost than the solutions currently being offered by the organisation

To address this need the client wanted to test a range of new small site solutions that would help to address some of the barriers to purchasing concentrated solutions. research was needed to better understand the needs of small site customers in the hospitality sector, and test and develop the new range of cleaning solutions being developed by the client

Our Approach

Qualitative research was conducted in three EU markets

1. UK

2. France

3. Italy

Research was comprised of retail site visits to observe how staff used, stored and managed small site solutions, followed by a series of focus groups to test a range of new product concepts and designs to meet the needs of small businesses in the hospitality sector

The Outcome

The research identified clear differences in the way cleaning, the purchase and storage of cleaning solutions was managed across different sites across the three markets, and the potential drivers and barriers to uptake of the new solutions being proposed by the client. 

The research helped to inform not only the design of the new small site product portfolio, but also the pricing model and delivery mechanism for different sites based on their business size, cleaning needs and budgets

The client successfully launched the new range across all three markets seeing a significant uplift in direct sales to small site businesses working across the hospitality sector