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Helping a quick-service restaurant evaluate relative importance of service touchpoints

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The challenge

A QSR that prides itself on hospitality was considering a change in how beverages were served, and they needed to understand the implications on customers’ in-store experience. As demands for counterspace and channel diversification evolve, an operational change could mean more efficiency, but it could also erode the customer experience the restaurant is known for if they sacrifice the wrong touchpoint.
We knew that we couldn’t be too narrow-sighted in our approach: the beverage experience must be put in the bigger context of other service touchpoints to truly understand the potential impact on both customers and employees.    

 

The method

We wanted to observe and evaluate the impact of the beverage service change in-store, but we layered in operational considerations and the bigger-picture experience too.
 
  • In-store intercepts with qual deep-dives: We were able to see and hear first-hand how the two beverage experiences were received across six markets in a pre/post onsite evaluation among customers and employees.
  • Employee interviews: Changes to service touchpoints like beverage delivery impacts how employees can interact with Customers and requires an evolved workflow for meal delivery. We leveraged their voices for a more wholistic evaluation of the change.
  • Nationwide quant with a modified KANO analysis: After the intercepts, we needed to increase the scale (both in terms of validation and establish relativity with other service touchpoints). A nationwide survey, using a modified KANO analysis, enabled us to put the relative importance of this single touchpoint into perspective for our clients.

The impact

Our insights helped our clients realize that while beverage delivery has limited impact, it’s a high-visibility touchpoint that needs to be done correctly. On paper, it felt like this touchpoint may not be a big deal to lose… but we helped them realize that for their customers, it’s a lynchpin to starting off a top-tier service experience on the right foot. This research helped spare the company wasted time, money and customer pushback, and empowered their team to advocate for those touchpoints that really matter.

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