Case Study: General Mills gains deeper breakfast guest insights with Recollective

General Mills uncovers breakfast insights in 3 days with Recollective

General Mills, a major food company, faced the challenge of understanding the subconscious drivers and real-time breakfast choices of diverse hotel guests to grow their hospitality sector business. They needed to capture in-the-moment feedback from travelers across different devices. To achieve this, they partnered with the vendor Recollective and utilized its online community platform.

Recollective's solution was a short, three-day online community that engaged participants during breakfast while they traveled. This provided General Mills with genuine, timely data and a deep understanding of emotional and functional needs across traveler types. The outcomes included detailed guest profiles, a list of meal-time "must-haves" for various consumers, and refined strategies for strategic growth, forming an ongoing framework for future product development.

General Mills