Outback Steakhouse brings convenience to customers front door
The restaurant industry is constantly evolving, and it’s important to stay up-to-date on new trends and technologies. In this case study, we’re going to discuss how I helped spearhead the rollout of online ordering with the national restaurant chain Outback Steakhouse.
I was brought on board as the Lead UX Researcher and Designer, and my job was to oversee the end-to-end customer journey for delivery in online ordering. It was an amazing opportunity to work with Bloomin’ Brands, the parent company of national restaurant chain Outback Steakhouse, Carrabba’s Italian Grill, and Bonefish Grill. In this role, I was responsible for spearheading and overseeing the UX and Design of online ordering with the national restaurant chain. This case study highlights the challenges I encountered while spearheading the rollout of online ordering with Outback Steakhouse.
Bloomin’ Brands is a company that specializes in the fast-casual dining industry. They own several restaurants, including Outback Steakhouse, Carrabba’s Italian Grill, Bonefish Grill, Fleming’s Prime Steakhouse & Wine Bar, and others.
The Challenge with the Delivery Journey
To implement online ordering delivery capabilities, I first focused on defining a North Star. I identified three main areas of focus: ease of use, speed of service, and the ability to order from anywhere.
Questioning the core assumptions…
As a digital strategist and UX researcher on this initiative, I began with a customer development exercise. By questioning the core business assumptions, we could establish a solid foundation that consisted of explicitly knowing what business assumptions were wrong, what was the customer’s problem, and what could be a solution. This resulted in us being able to identify a need, define a solution, and what basic features it would need to perform.
03. The workflow after Design thinking sessions…
Leveraging the users to tell us who they are.
After this exercise, we had an understanding of the problems users faced when they came into our restaurant and how they wanted their experience to be different from what they were currently experiencing.
The final verdict is in.
Frequent diners between the ages of 25-60 who lived within a 5-mile radius of a franchise.
Customers can self-serve orders and enjoy lunch or dinner from Outback Steakhouse or Carrabba’s without leaving the comfort of their homes.
An online terminal that would allow customers to access the full menu, place orders online, and accept all forms of digital payment.
It’s always a win when a restaurant can offer alternatives to the dine-in experience, such as ordering from the comfort of their home, as well as offering time-saving options for those customers who do not have the time to leave their job to grab lunch.
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