- Research Intent: A multinational fast food restaurant, known for its coffee and donuts, had been exploring alternate configurations for its drive-thru menus for both permanent and a digital drive-thru test menu board.
- The challenge focused on how to optimize digital technology on menu boards to elevate the experience and drive sales. ROI validation for the expanding the digital menu boards across the country was also required.
- Integrated Design: This was a highly complex research undertaking, with multiple components and permutations, including competitive analysis, customer shopalongs, focus groups, the creation of virtual environments for measuring sales influences of different menus, qualitative design for 100’s of configurations.
- A further study identified and tested the top 3 menu board configurations by day part for average cheque value.
- Actionable insights: The study resulted in a recommendation to roll out the digital menu boards across the country with an estimated incremental $77Million in sales. The capex was paid for within the year and sales were better than forecast.