Background:
A quick-serve restaurant created a new approach to the convenience experience by offering made-to-order prepared foods; easily ordered and customized through a kiosk system. They wanted to understand more about the usage path and experience, speed vs. grab & go, menu clarity, appeal and ease of use, as well as communication outside and inside the store to create awareness and how kitchen closures due to staffing may affect perceptions and usage.
Approach
- Phase 1: Sent survey to known Geo-Target, Category Verified Shoppers for Awareness, Trial and Attitudes to the store and category
- Phase 2: Mission to Store and Convenience Food Order Activity.
- Respondents photographed different parts of the Path to Purchase and answered a survey
- Uploaded Images, Full Open End Video and Audio responses
Results
- Actionable guide to Menu, Kiosk UX, and Customization
- Awareness changes for Communication Language and Signage
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