Abstract Applying quality function deployment (QFD) in the food industry is complex. The objective of this study was to provide a modified QFD approach to facilitate its use and test it on a granola bar. A 7‐step model is proposed (modified from the 9‐step sensory attributes model) incorporating competitive analysis to acquire final importance ratings of customer needs, the application of fuzzy logic in surveys and interviews, and replacing precise value of relative technical ratings by priority rankings. The 7‐step model starts with understanding customer needs (WHATs) and prioritizing their importance based on the customer survey and competitive analysis, followed by identification of product's sensory attributes (HOWs) and the strength of their relationship with customer needs. Lastly, relative technical ratings—to develop priority rankings for the product development team—are determined based on the degree of importance of the WHATs and the strength of the relationships between the WHATs and the HOWs. Testing the 7‐step model on granola bars showed that the relative technical ratings reflected the majority of customer needs and the importance they attached to those needs.
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