Integrated in-store and online ordering platform to empower growth
From a burger stand to a global brand
It’s difficult to imagine now, but Shake Shack started life as a hot dog stand in a small park in Manhattan, a side project for the renowned fine dining chef Danny Meyer. From that quintessentially New York origin, the company shifted its focus to burgers, shakes and fries, and expanded into one of the most respected fast casual brands in the world. Now a household name, the company continues to deliver classic American fare made with the best ingredients and sterling customer service. And it was this principle that brought them to Fuzz. They wanted to create a set of digital tools to make ordering food easier than ever. The challenge was to make sure the distinctive Shake Shack brand and voice was represented in every interaction across the whole digital ecosystem.
A focus on customer satisfaction
In order to build the app, every stage of the customer experience was analysed, from finding a location and making an order to walking up to the counter to collect food. The aim was to cut down on waiting times and eliminate any frustration or confusion in the process. The benefits to the customer were clear. The second step was to create a digital kiosk that would help streamline in-store ordering without impacting customer service or revenue. One built to be deployed and iterated upon as Shake Shack scales with regular improvements through continuous performance analysis, giving customers a smooth ordering process, but also providing cross-sell and up-sell opportunities, valuable management tools and data for in-store operations.
A runaway success
In order to measure the effectiveness of the new ecosystem, Shake Shack and Fuzz approached Applause, a leading app testing firm, to recruit real users to beta test ordering food through the app. Guests were amazed at how easy it was, and were blown away when they were able to skip the line to get their hot, delicious Shake Shack food. Applause described the mobile app as “one of the most successful tests we’ve run.” The kiosk followed with excellent results, increasing average order size while maintaining “guest satisfaction that outperforms register,” according to Shake Shack CEO Randy Garutti. The success lay in two important areas. The first was the intuitive and straightforward user experience, hiding the complex interplay of multiple backend systems, seamlessly integrated by Fuzz-built middleware. The second was design. By layering on stunning, on-brand visuals, they created a aesthetically pleasing customer journey across digital touchpoints, totally in-line with the principles that made Shake Shack such a runaway success.
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