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Enriching the customer experience for a fast growing fast casual restaurant chain.
Examining the behaviors and opinions of Rachel’s loyal fans
When we started working with Rachel’s, it was already known as one of New York’s go-to outlets for convenient, delicious, and healthy food. While the company’s culinary skills were undeniable, however, their business required some help outside of the kitchen. To get the ball rolling, we redesigned and reduced the menu to help customers make better decisions. This was especially important for new customers, many of whom were put off by the long list of menu items.
Next, we set about revitalizing Rachel’s web presence, examining how we could capitalize on emerging trends and best practices in the convenience food industry.
Equipping Rachel’s with the digital tools necessary for a bright future
The COVID-19 pandemic shone a bright light on the importance of maintaining a strong online presence. Companies with accessible and user-friendly food delivery apps thrived, while those reliant on in-person transactions suffered.
To help Rachel’s withstand future shocks, we knew we had to prioritize accessibility and simplicity when designing a bespoke UX strategy. As well as improving the navigability of Rachel’s home site, we enhanced integrations with existing ordering apps to ensure users could order food using their desired platforms. What’s more, we introduced a cutting-edge nutrition calculator to help customers make informed purchases, boosted page-loading speeds, and created an accurate location finder to help new customers reach a Rachel’s outlet quickly and easily.
A feast for the eyes
Any chef will tell you that a meal’s appearance can significantly alter the consumption experience for hungry diners. With this in mind, we set about acquiring mouth-watering images of Rachel’s highly praised dishes to add to the company’s website and food ordering app. By adding professional photographs to menu descriptions, we hoped to entice more customers and reassure them of Rachel’s high standards.
To ensure the images were as appealing as possible, we enlisted the help of KC Kratt to produce high-quality photographs guaranteed to get customers’ stomachs rumbling.
NUTRITION FACT CALCULATOR
Keeping restaurant-goers informed
Consumers are more conscious than ever about what they’re putting into their bodies. Whether they’re flexitarian, vegan, lactose intolerant, coeliac, calorie-conscious, or keen to avoid carbs, modern customers demand transparency from restaurants and food retailers.
Fortunately, Rachel’s had nothing to hide when we agreed to work with them. As well as producing fresh, healthy meals, they offered a range of products suitable for people with special dietary needs. Our job, therefore, was to ensure that customers had all the information they required to make sensible choices.
To do this, we developed a custom nutrition calculator designed to give consumers access to vital information such as the number of calories in their chosen meals. Knowledge is power, after all. Thanks to our work, Rachel’s customers can now rest assured that their purchases are nutritionally sound (as well as scandalously delicious).
WEB APP DESIGN
Helping customers order delicious food at the click of a button
The digital world has transformed the way we shop and conduct business. Today, customers expect their favorite food outlets to provide online ordering solutions that suit their “always-on” lifestyles. For many restaurants, this means relying on third-party apps like UberEats and ChowNow to take care of customer transactions and take a cut of the profits.
We wanted a better solution for Rachel’s, so we used our knowledge of customer behavioral trends to design an intuitive in-house app. After a round of low-fidelity prototyping and extensive testing, we developed an ordering app suitable for both desktop and mobile devices. Thanks to our expert UX knowledge, we came up with something highly accessible and navigable, which we’re sure will help Rachel’s expand its loyal customer base.
Future-proofing Rachel’s digital growth strategy
Thanks to Anyday’s help, Rachel’s has a shiny new website and app to be proud of. Having migrated their site from Squarespace and built it from the ground up with a custom CMS solution, we’ve future-proofed the company’s online presence and laid the foundation for digital growth.
However, Rachel’s must continue working hard to secure its reputation as a technologically savvy business. Already, several projects are in the pipeline, including A/B testing, user testing, analytics tracking and reporting, heat-mapping, and more. We’re very excited to see how Rachel’s evolves and optimizes its online presence. Indeed, we’re confident in the restaurant’s ability to make fruitful partnerships and connections and are proud to have helped Rachel’s on the path toward unbridled success.