OPTIMISING THE DRIVE THRU EXPERIENCE.
CX AND MENU DESIGN
August 2023 - November 2023
Project Team: Project Lead & Innovation Manager working with a Cross-Functional Client Team
My Role: Innovation Manager
Challenge:
Having invested in new digital menu boards for their drive-thru stores, Oporto sought to leverage this new technology to drive customer engagement and increase sales across different day-parts.
Background:
In Australia, over 50% of Quick Service Restaurant (QSR) revenue comes from drive-thru visits (QSR media). The pandemic further accelerated this trend, permanently shifting customer behavior. While drive-thrus offer convenience for customers, they also hold high efficiency and cost-effectiveness for businesses.
Approach:
Deep Dive into Data and Customer Behaviour
Data Deep Dive: We started with a comprehensive analysis of historical sales data by day part and menu item, and a global competitor audit to identify best practices in drive-thru experiences. We then held in-depth discussions with 7 of Oporto's internal team, across operations, marketing, design, and senior executives, also conducting in-store clinics with franchisees, managers, and team members.
Menu Design: Based on the research and data insights, we developed initial versions of digital menus for test-and-learn experiments.
Customer Profiling: We defined distinct customer profiles and their likely needs at different times of day, resulting in 4 core user segments.
Testing to Learn Through In-Field Customer Research
A/B Testing: The new menus were implemented at select Oporto locations over two weeks, and tested against control stores using an A/B testing approach.
User Research: Over three days, we conducted in-field research with 16 consumers, at 4 Oporto locations and 5 competitor drive-thrus. We observed customer ordering patterns, analysed environmental design, staff engagement, and pre-selling strategies.
Approach:
Insight Capture and Design Iteration
We analysed and synthesised learnings, extracting rich user insights to inform CX opportunities and menu design direction, backed by sales data from the two-week A/B testing period.
We collaborated with Oporto's design team to produce 3 refined menu variations, which were again tested in field with 16 new consumers, at 6 Oporto stores, also visiting 4 different competitors.
Blueprint Delivery: A More Holistic Drive-Thru Experience
Looking beyond just menu boards, we developed a comprehensive short-term and long-term strategy, with a blueprint addressing:
Digital Menu Design Optimisation
Menu offering
Tech Integration
Staff Training
Pre-Sell Strategy
Packaging Optimisation
Outcome:
By focusing on the customer journey at every touchpoint, we created a more efficient, user-friendly experience for Oporto's loyal customers.
The final menu design launched in February 2024.
