Restaurant Operator Pages
Restaurant Operator Pages
Fall 2016 • Wondersauce
Team Members:
- Megan Blake Product Management
- Mark Austin Visual Design
Chick-fil-A corporate offers their individual restaurant operators resources and tools to help them be successful. For an annual fee, Chick-fil-A offers operators an out-of-the-box microsite (they call them Foundry sites) where they can manage their restaurant specific information, and engage with their community online by sharing news, event info, photos and more. The tool also allows them to distribute and collect job applications from one central location and manage their customer database and email marketing.
Chick-fil-A corporate offers their individual restaurant operators resources and tools to help them be successful. For an annual fee, Chick-fil-A offers operators an out-of-the-box microsite (they call them Foundry sites) where they can manage their restaurant specific information, and engage with their community online by sharing news, event info, photos and more. The tool also allows them to distribute and collect job applications from one central location and manage their customer database and email marketing.
The old microsites were packed with unused features, felt dated, and didn't fall in-line visually with Chick-fil-A.com
The Problem
Content Consolidation
The Problem
Operators were losing interest in the sites. The microsites had low engagement and reach, offered features that modern social platforms did better for free, and they were a pain to maintain. They no longer offered enough value and many restaurant operators stopped using the tool and went rogue creating one-off sites on their own. The tool was clearly due for an overhaul and needed to be rethought.
Operators were losing interest in the sites. The microsites had low engagement and reach, offered features that modern social platforms did better for free, and they were a pain to maintain. They no longer offered enough value and many restaurant operators stopped using the tool and went rogue creating one-off sites on their own. The tool was clearly due for an overhaul and needed to be rethought.
What does the future of connecting people to their favorite businesses look like?
How can we set a new precedent for modern fast food websites?
A survey of 532 Chick-fil-A restaurant operators revealed that a large portion of the operators weren't happy with their microsites and many had stopped using the tool altogether.
Through card sorting we ultimately recognized we were designing for four main audiences: customers, employees, restaurant operators, and business partners. It might not look sexy but boy was it helpful.
At the time 1291 operators were using these microsites. Some had high aspirations for the tool and were using and updating it frequently. Others were looking for a set-it-and-forget-it tool that would require little upkeep, if any. We had the whole spectrum so we knew we'd have to design something that was extremely flexible.
At the time 1291 operators were using these microsites. Some had high aspirations for the tool and were using and updating it frequently. Others were looking for a set-it-and-forget-it tool that would require little upkeep, if any. We had the whole spectrum so we knew we'd have to design something that was extremely flexible.
How do you design a tool that works well for both very high and low levels of engagement from operators?
How can we set a new precedent for modern fast food websites?
Research & Data Analysis
Research & Data Analysis
We started by speaking with a handful of operators about the tool, how they use it, and gathering any feedback they had to offer. From there we we began pouring through all the data we could get our hands on to see what we could learn and to start identifying which features were heavily used and which weren't providing as much value.
We started by speaking with a handful of operators about the tool, how they use it, and gathering any feedback they had to offer. From there we we began pouring through all the data we could get our hands on to see what we could learn and to start identifying which features were heavily used and which weren't providing as much value.
We started by looking at the available site traffic data to see where users were ending up on the sites as a way to help identify what was most important to them.
Then we took a close look at which features operators said were most important to them.
We selected a sample of 18 restaurants with low, moderate, and high microsite engagement and compiled all the data we could for each location. This included site traffic, event and RSVP data, key data points from their Facebook pages, and past email marketing data.
Key Takeaways
Key Takeaways
- Sites have low traffic and engagement especially when compared to social platforms
- Every operator has their own preferred set of tools and unique way of running their restaurant
- The sites offer their simplest value as a central repository of links to all relevant content for a location
- Many operators don’t update their sites regularly
- Several features are rarely used and not worth keeping
- Heavy visual customization is not a priority
- Sites have low traffic and engagement especially when compared to social platforms
- Every operator has their own preferred set of tools and unique way of running their restaurant
- The sites offer their simplest value as a central repository of links to all relevant content for a location
- Many operators don’t update their sites regularly
- Several features are rarely used and not worth keeping
- Heavy visual customization is not a priority
Strategy
Strategy
- Empower operators to utilitze the powerful tools and social reach of platforms like Facebook, Instagram, and Eventbrite.
- Strategically off-load content from Chick-fil-A.com to other platforms to proactively prevent any legal mishaps.
- Structure the new operator pages to act as a central mission control where visitors can find and connect to all restaurant specific content.
- Allow operators to customize key aspects of the experience including the ability to tie in their preferred tools and platforms.
- Empower operators to utilitze the powerful tools and social reach of platforms like Facebook, Instagram, and Eventbrite.
- Strategically off-load content from Chick-fil-A.com to other platforms to proactively prevent any legal mishaps.
- Structure the new operator pages to act as a central mission control where visitors can find and connect to all restaurant specific content.
- Allow operators to customize key aspects of the experience including the ability to tie in their preferred tools and platforms.
At this point we decided to compile our findings and strategy so we could share it with restaurant operators for feedback. Rather than compile a deck we opted instead to document everything in an infographic for easy consumption and shareability.
At this point we decided to compile our findings and strategy so we could share it with restaurant operators for feedback. Rather than compile a deck we opted instead to document everything in an infographic for easy consumption and shareability.
On one of our regular trips to Chick-fil-A's headquarters in Atlanta, Georgia we presented our initial findings and strategy to a panel of top restaurant operators for feedback.
I created this flow diagram to help share our initial ideas for structuring the experience. Enlarge to read key points for each pilar of the experience.
These thumbnails helped communicate what an operator dashboard could look like for each area of the microsite. These are the screens where the operator could manage job postings and applicants, any submitted forms, their email database, and more.
Final Design
Final Design
The final design strikes a fine balance between structured consistency and the ability to customize to each operator's liking. Custom background images, a personalizable greeting, customizable links, and an editable promotional area allow operators to make their site their own. Most importantly the system holds up for operators looking for a low maintenance presence on Chick-fil-A.com. There's a perfect setup each operator can maintain and be proud of.
The final design strikes a fine balance between structured consistency and the ability to customize to each operator's liking. Custom background images, a personalizable greeting, customizable links, and an editable promotional area allow operators to make their site their own. Most importantly the system holds up for operators looking for a low maintenance presence on Chick-fil-A.com. There's a perfect setup each operator can maintain and be proud of.
The final design allows for plenty of customization based on operator wants and needs. Operators have control of where links take visitors allowing them to use whichever tools they prefer. They can also choose to frequently update content right on the site or opt to manage things like upcoming events and open positions on other platforms.
Potential applicants can click into an employement area of the site where operators can list which positions they're currently hiring for. A jobs landing page gives them an opportunity to explain what it's like to work at their restaurant. Operators can choose if clicking "Apply Now" takes potential hires to a hosted web application or out to a 3rd party job service like snagajob.com which many operators opt to use.
We consolidated all the special request forms into one central area of the site. Once a customer selects their request type the operator can have them fill out a web form or they can instead be directed to a pdf form if the operator prefers.
*Additional process available upon request
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