UK
Kings Park Capital, the investors behind 7Bone Burger Co., engaged Think Hospitality to build a deeper understanding of the brand’s customers. 7Bone had developed as an exciting hospitality burger brand bucking the trend of declining burger concepts, and had reached a point in its growth where a more formal understanding of its customers and what made the concept successful was needed.
The brief was to define the customers of 7Bone, their motivations, dining out habits and perception of the brand — creating a stronger voice of customer to inform investment decision-making, proposition development, a site improvement plan and whitespace analysis for future growth.
We designed and delivered a comprehensive, multi-strand research programme across the entire 7Bone estate. On-site surveying was conducted on peak nights at all locations, capturing 643 face-to-face responses. This was complemented by an online survey distributed through the brand’s database and social media channels, generating 1,823 responses, alongside a support team survey of 1,221 responses to capture the internal perspective.
The combined dataset — nearly 3,700 responses — was contextualised with desk research and supporting market data. We built detailed customer profiles across five distinct segments, mapped the competitive landscape around each site, and analysed performance drivers at the individual location level to identify what was working and where the opportunities lay.
The project delivered a comprehensive customer insight report that gave Kings Park Capital and the 7Bone leadership team a clear, evidence-based picture of who their customers were, why they chose 7Bone and what would keep them coming back. The findings informed proposition development decisions, a prioritised site improvement plan and a whitespace analysis to guide the brand’s expansion strategy.
By placing the voice of the customer at the centre of strategic planning, the work provided a framework for more confident investment decisions — grounded in data rather than assumption — across menu development, service standards, site design and new location selection.
