Understanding the Restaurant experience
For Chick-fil-A, it all starts with service. When a customer thanks a Chick-fil-A team member, the response is always, “my pleasure,” epitomizing a corporate-wide philosophy of service that is elevated, proud, and heartfelt. We worked with the Atlanta-based company to create a customer experience strategy that builds on this philosophy.
Here are some of the ways we approached the challenge:
We looked at “micro-moments,” including the awkwardness of where to stand immediately after ordering (this insight led to their current practice of delivering the food directly to the table).
We examined the semiotics of the physical space—how the arrangement of the counter, the menu board, the tables, and the back kitchen convey certain meanings to customers.
We explored new food packaging options to emphasize a “food forward” strategy and to address growing environmental concerns.
We re-imagined the drive-thru experience to provide speed of service without sacrificing hospitality.