/ CPG
Operator Journey Map Inspires Creative Brief
The Challenge
Our client had a mission to make it the year of the Operator – driving empathy for all of their key customers, but one customer-type appeared to be particularly illusive: the small independent Operator. They came to Egg with the goal of understanding what makes this Operator tick, bringing to life their unique challenges and ways-of-working, and unlocking key moments that matter along the journey to getting a new item on their menu.
Path Forward
We met a wide range of Operators in the US and Canada across various roles, expertise, and years of experience. We interviewed them in their restaurants, and toured their back-of-house to see and experience pain points firsthand. We brought the learning to life via a journey map – highlighting moments when Operators are most receptive to outreach and support; and how to best communicate to them in those moments.
Impact
Since wrapping the work with Egg Strategy in 2024, our client has used the Journey Map work to not only increase empathy for the independent operator, but tapped the insights for the center of their go-to-market strategy on a recent launch, and craft exceptionally salient (and C-suite approved) creative.