Despite its large popularity, the Quality Function Deployment (QFD) method has been the object of numerous studies addressing the problem of the assessment and prioritization of customer requirements. Nevertheless, a comparative analysis of these approaches to investigate their practical usability is scarcely discussed. This paper aims at filling this gap by means of a practical case study at a manufacturer in the food sector, where five of the most common approaches used to augment the House of Quality (HoQ) were analyzed and the results were compared. To achieve such a goal, semi-structured questionnaires were developed to capture consumers’ preferences and expectations. The outputs of this study contribute to a better understanding of the potential and limitations of the examined approaches in order to address practitioners and companies in decision-making processes and resources allocation. Moreover, the article can serve as a reference for further investigations in the development of food products, where both intrinsic and extrinsic qualities need to be addressed.