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Cindy’s Kitchen, a small regional fast-casual dining chain specializing in tacos and build-your-own burritos, is looking to increase sales and improve operational efficiency through a more mobile-freindly customer loyalty program to replace their current loyalty program.

Background

  • Business situation
  • Problem statement

 

Cindy’s Kitchen is looking to increase sales and improve operational efficiency by upgrading their outdated mobile application.

  • The chain was one of the first pioneers to develop a mobile app for ordering food but has been complacent in updating the app or implementing new functionality.
  • Noted pain points include the mobile app frequently freezing and the in-store experience lacks technology-enabled processes, besides a Point of Sales system. Additionally:
    • The employees have not been trained on the app functionality, so they can’t help customers troubleshoot.
    • Kitchen staff are unable to systematically trace orders from the mobile app vs. in-store ordering, which makes it difficult to find the root cause of incorrect orders.
    • Customers often complain that they have to re-order in person because the app crashed.
  • The app rating has fallen from 5 stars to 3.5 in the past four months, but management has limited insight as to why.
  • The executives are looking for solutions that improve customer satisfaction and ultimately increase customers’ frequency of visits and provide cost savings through measurable return on investment.

 

Additional Context:

  • App development is managed in-house.
  • The app tends to crash during the hours of 11:30 a.m. - 1:00 p.m..
  • The current app provides functionality that includes:
    • In-app ordering/catering,
    • Nutritional information, and
    • Seasonal item(s) promotions.

Cindy’s Kitchen has hired Deloitte to conduct an assessment and identify a mobile app redesign strategy to improve user experience. The executives have asked Deloitte to move quickly help find a way to resolve this business challenge. Within the next two months, they are looking to release an updated app for iOS and Android that keeps up with consumer demand standards.

Club Co. has asked Deloitte to help assess each option and determine how lucrative each would be.
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