How to win back fast-food customers after years of rising prices
With rising prices over the past few years, how can fast-food restaurants regain customers in a price-sensitive market?
Are you planning to attend Quirk’s London 2025? Don’t miss our compelling presentation showcasing how McDonald’s UK & Ireland continues to grow their Delivery business in a maturing market, and how Nomad Foods elevated their claims strategy across Europe.
About the presentations
Session one: Transforming McDonald’s delivery: A journey of innovation and impact
Led by: Jimmy Philp, Senior Manager at SKIM & Francesca Springhall, Consumer Insight Manager at McDonald’s UK & Ireland
Date & time: Wednesday, May 7 | 10:00 am – 10:30 am
In this informative session, Jimmy and Francesca will walk you through how McDonald’s Delivery business has evolved since 2017 and the challenges of sustaining growth in a maturing Delivery market. You’ll discover how McDonald’s Consumer Insights team collaborated with SKIM to deepen their understanding of specific customers, their behaviors and attitudes towards Delivery, and how this approach helped identify growth opportunities and prioritize initiatives.
What you will learn
- How implementing a bespoke, structured research framework sets you up for long term success
- Why a needs- and behaviours-based approach is key to long term, sustainable growth
- How robust sizing data can instantly transform a recommended pathway into a globally aligned strategic vision
Jimmy and Francesca look forward to sharing these valuable insights at Quirk’s London 2025!
Session two: From good to great: How Nomad Foods elevated their claim game
Led by: Nikki Westoby, Global Lead, Brand Communications at SKIM & Joe Clark, Head of Brand Insights at Nomad Foods
Date & time: Thursday, May 8, 2025 | 10:45 am – 11:15 am
In this insightful session, Nikki and Joe will reveal how Nomad Foods, Europe’s largest frozen food producer, developed a structured yet flexible framework for crafting impactful, benefit-led messaging for a diverse portfolio across multiple brands and markets. You’ll learn how they transformed their claims development process to create messages that form deeper psychological connections with consumers.
What you will learn
- How a structured but flexible framework makes claim development more strategic and scalable
- Why leveraging Psychological Distance Theory helps optimise messaging for stronger consumer connections
- How to inspire internal teams to think bigger, move faster, and create more impactful messaging
Nikki and Joe are excited to share this transformative brand communications approach at Quirk’s London 2025!
Can’t make it to Quirks London?
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About the presenters:
Jimmy Philp
Senior Manager, SKIM
Jimmy manages and leads SKIM’s largest CPG clients, working closely with them on their revenue management challenges. With over five years of experience in this area, Jimmy focuses on truly understanding clients, their revenue management issues, and collaborating on strong, insights-led strategies to grow their business effectively.
Francesca Springhall
Consumer Insight Manager, McDonald’s UK & Ireland
Francesca is a member of the Business Strategy Team at McDonald’s UK & Ireland, where she is responsible for Consumer Insight across brand, including brand trust, families, digital and delivery. With two years of experience in this role, Francesca is dedicated to driving data-driven strategies that enhance the brand’s connection with its customers, driving more through the doors (or app) of McDonald’s.
Joe Clark
Head of Brand Insights, Nomad Foods
Joe is head of brand insights at Nomad Foods, leading the insights agenda for creative strategy, brand equity measurement and market mix modeling across 16 markets for Nomad Foods, the biggest frozen food producer in Europe, with loved brands like BirdsEye, Goodfellas and Aunt Bessie’s in the U.K. He has worked in consumer insights for 12 years across both agency and client side covering all areas of consumer research.
Nikki Westoby
Senior Director, SKIM
Nikki is the global brand communications lead at SKIM, helping brands craft impactful messaging that fosters deeper consumer connections. With an M.Sc. in consumer psychology and a Ph.D. in applied cognitive neuroscience, she specializes in understanding how subconscious influences shape consumer perceptions and actions. After transitioning from academia, Nikki has spent 20 years driving brand growth through strategic positioning and communication. At SKIM, she partners with global brands across industries to build cohesive brand strategies and communication frameworks – ensuring their messaging is not only compelling but also consistent, scalable and results-driven.
Visit us at booth #619
Stop by our booth to meet with our team of experts, discuss your specific challenges, and learn more about how SKIM’s innovative research approaches can help drive your business forward.
About the conference
Quirks London brings together market research professionals from around the world to share insights, best practices, and innovative methodologies. The event features presentations, panel discussions, and networking opportunities that showcase the latest developments in the industry.
