HMSHost Brands Embrace Real Digital Transformation

PROJECT BRIEF
HMSHost brands like Burger King, Starbucks, PGA Tour, and 300 others lagged behind the digital wave. Until recently long lines and wait times at restaurants plagued the industry and also limited revenue potential and lowered customer satisfaction scores. This is even more true in busy airports where HMSHost maintains its footprint. Everything from the POS system, menu and content system, and kitchen integration had to be thought through. Every type of customer device and onsite piece of hardware had to be considered. Every experience from customer pick-up to order and pay had to be reimagined for today's hungry travelers. 

ROLE
My role as Digital Strategist and UX lead on this project was to bring the leading food and beverage giant through much of the challenges of reengineering the way they do business.

METHODOLOGY
For much of the "order & pay" aspects of the transformation extensive competitive analysis and user, analysis was conducted. Insights from research, including crowd analysis in airports, helped drive thinking around kiosks placement. Extensive user testing and UX analytics helped improve order size by 15% and resulted in significantly higher customer satisfaction scores.