Next Gen QSR Concept Evaluation
McDonald’s developed three prototype test restaurants to address a range of emerging trends. The Halverson Group evaluated a number of areas including new store designs, customer behavior within the new designs, new merchandising elements and operational efficiencies both in the restaurants and the drive though. A mix-method approach was used which included contextual interviews, mobile eye tracking, and video ethnography.Recommendations for improving the many elements of the test restaurants were given. A “customer point-of-view” section was provided that described customer behavior during each stage of their visit and recommendations for improvement. Additionally, a “deep-dive” was performed on key merchandising elements within each stage, such as the kiosk, interrupt panels, side panels, navigation signs and menu boards.
The Coke Freestyle Question
The Coca-Cola Company developed a groundbreaking touchscreen soda fountain that offers consumers a choice of 106 difference products and flavors. The fountain held the promise of broadening brand exposure and increasing choice at the point of sale. The challenge, however, was to convince restaurants that it’s a win for them. Four research methods were employed: data mining, video analytics and customer intercepts. Additionally, employee interviews provided further insight into the machine’s impact for a number of test restaurants used in the study. Results were able provide a sophisticated description of how the new beverage system impacted the restaurant chain. We were able to forecast changes in soft drink consumption, determine the impact on customers, and identified whether usability or maintenance issues exited. We also revealed how the system impacted product satisfaction, brand perception and loyalty.
Electronic Shelf Label Design
Walgreen’s was looking for a way to more easily update their shelf pricing by using Electronic Shelf Labels (ESLs) to replace their traditional plastic labels. The innovative new price tags were designed to permit updating of pricing over a wireless computer network, thus significantly reducing costs and improving speed associated with regular pricing updates. To evaluate their effectiveness, we pre-recruited 48 participants and asked them to complete a range of in-store tasks while wearing mobile eye tracking glasses. Follow-up IPad based interviews were conducted as participants watched a “replay” of their shopping experience on video. Our findings provided the client with a rigorous assessment of the ESLs and specific recommendations for improving their usability, particularly for seniors and those looking for sales. Recommendations were ultimately incorporated into the next generation ESLs design.
New Order Process Evaluation
McDonald’s developed a promising new approach for front counter employees to serve customers. The goal of the research was to assess the effectiveness of new system on both customers placing orders and employees filling them. Video and audio analytics were used to capture and code thousands of transactions during a six month trial period at test restaurants. Additionally, personal interviews were conducted with customers and store crews. Results indicated customers they liked the new system and that it reflected positively on McDonald’s in the way customers were served. Employees also liked the new system and found it to be more efficient approach to filling orders.
