Samenvatting

The goal of this research project at hand is to explore the potential attractiveness of Heinz Selection from the consumers perspective and ultimately examine key drivers that positively influence this process. This will enable KraftHeinz Foodservice to get a better understanding of how consumers perceive Heinz Selection as an innovative partnership program and further help to effectively allocate their attention to the relevant success factors, ensuring ideally a win-win-win situation for KraftHeinz Foodservice, burger restaurants and consumers.