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Restaurants Quality Market gap, driven by 4 : STEP TWO – GENERATING NEW IDEAS
Venue High growing awareness of
healthy eating and by
Eat-in Sandwich recession-driven shorter
Pubs bars lunchbreaks, including

Low eating at desks

Take-away

Supermarket
pre-packs

Fast-food
chains

Figure 4.2 Map of UK lunchtime eating and drinking market in the
mid-1980s

Mapping the market along these dimensions shows graphically that a
gap existed for a high-quality offering for the take-away market. The
founders’ market research identified that the growing interest in healthy
eating, together with an increasing propensity for workers to eat at their
desk, supported the existence of this gap. All elements of the resulting
Pret a Manger offer contributed to this high-quality positioning, from
choice of ingredients, freedom from preservatives and additives,
through to the freshness of the product and its environment-
friendliness.

four + on the flat A refinement of the four-box matrix is offered by
the multi-box matrix. This technique is designed to generate multiple
different permutations of the major attributes of a product or service.

The first stage of using this more sophisticated type of morphological
analysis is to identify the major attributes. Its usage is perhaps best
explained through example. Suppose that you work for a stationery
manufacturer such as Berol and have been charged with generating
some new product ideas for Berol’s pencil range. In the pencil example,
you might identify the following attributes: material, finish, profile,