PHYSICAL MEETS DIGITAL

Innovating the Curbside Delivery Experience

The Challenge

Whether in-store or drive-thru, the goal of quick-serve restaurants is to deliver hot, fresh food to customers with minimal disruption. At a leading fast food restaurant, adding online and app ordering with curbside pick-up would help add another dimension to achieve this goal.

The Experience Solution

The ExperienceBuilt Group helped explore and validate this process, using real-time observation and emotion scoring. By gathering feedback via focused one-on-one customer testing, and directed one-on-one employee interviews, we determined what customers value and what disrupts the desired brand experience in the curbside delivery environment. We also looked for inconsistencies between the brand values and curbside experience. In particular, we wanted to understand the role of actual parking lot logistics, including signage and delivery operations, given that guests would spend most of their time driving into and waiting in restaurant parking lot to complete their digital purchase.

The EBG Impact

EBG observed and assessed mobile ordering and delivery operations and provided the chain with an informed perspective on friction points in the curbside experience. This allowed the restaurant to make logistics improvements ahead of the curve to the process prior to in-market pilot testing across the country.

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