Guzman y Gomez

Guzman y Gomez

Guzman y Gomez is a Mexican fast casual restaurant chain founded in Australia in 2006. After years of explosive growth the brand has entered the United States with locations in Chicagoland.

Client

GYG

Year

2024

Role

UX, UI Designer

Live Project

Visit Site

Objective

Objective

Guzman y Gomez (GYG) has a passion for crafting deliciously fresh and authentic Mexican food while providing an unforgettable customer experience with every visit. As GYG expands into the American market they’ve experienced significant customer friction points during the ordering process particularly as it relates to customization as the digital menu boards and ordering experience weren't matching. Some friction points included customers taking a long time reading the menu board, staff members having to walk each new customer through the ordering experience, customers not getting what they wanted and customers not knowing they could customize their meal to their liking. 

Guzman y Gomez (GYG) has a passion for crafting deliciously fresh and authentic Mexican food while providing an unforgettable customer experience with every visit. As GYG expands into the American market they’ve experienced significant customer friction points during the ordering process particularly as it relates to customization as the digital menu boards and ordering experience weren't matching. Some friction points included customers taking a long time reading the menu board, staff members having to walk each new customer through the ordering experience, customers not getting what they wanted and customers not knowing they could customize their meal to their liking. 

Objective

Guzman y Gomez (GYG) has a passion for crafting deliciously fresh and authentic Mexican food while providing an unforgettable customer experience with every visit. As GYG expands into the American market they’ve experienced significant customer friction points during the ordering process particularly as it relates to customization as the digital menu boards and ordering experience weren't matching. Some friction points included customers taking a long time reading the menu board, staff members having to walk each new customer through the ordering experience, customers not getting what they wanted and customers not knowing they could customize their meal to their liking. 

Methods

Methods

Through competitor analysis, industry research, customer surveys, and extensive interviews I discovered a clearer picture of how customers and employees interact with one another and the digital menu boards. This research helped me understand the friction points among customers and allowed me to ideate around potential solutions.

Through competitor analysis, industry research, customer surveys, and extensive interviews I discovered a clearer picture of how customers and employees interact with one another and the digital menu boards. This research helped me understand the friction points among customers and allowed me to ideate around potential solutions.

Methods

Through competitor analysis, industry research, customer surveys, and extensive interviews I discovered a clearer picture of how customers and employees interact with one another and the digital menu boards. This research helped me understand the friction points among customers and allowed me to ideate around potential solutions.

Insights

Insights

31% of customers said they struggled through the Build your Own portion of the menu and relied on the employees to walk them through it.

61% of customers indicated the food was better then they expected while stating they didn’t understand what came on their meals even after ordering.

Some customers were also surprised to hear that liquor, sauces and some sides were also option. Using eye catching brand colors I made sure to have these displayed.

From this feedback I concluded the opportunity to improve the menu experience in-restaurants and drive thru were in these four areas:

  • Highlighting the order flow (step by step)

  • Including descriptions of the base build

  • Increasing awareness of the option to Make it a Meal

  • Explaining customization options

31% of customers said they struggled through the Build your Own portion of the menu and relied on the employees to walk them through it.

61% of customers indicated the food was better then they expected while stating they didn’t understand what came on their meals even after ordering.

Some customers were also surprised to hear that liquor, sauces and some sides were also option. Using eye catching brand colors I made sure to have these displayed.

From this feedback I concluded the opportunity to improve the menu experience in-restaurants and drive thru were in these four areas:

  • Highlighting the order flow (step by step)

  • Including descriptions of the base build

  • Increasing awareness of the option to Make it a Meal

  • Explaining customization options

Insights

31% of customers said they struggled through the Build your Own portion of the menu and relied on the employees to walk them through it.

61% of customers indicated the food was better then they expected while stating they didn’t understand what came on their meals even after ordering.

Some customers were also surprised to hear that liquor, sauces and some sides were also option. Using eye catching brand colors I made sure to have these displayed.

From this feedback I concluded the opportunity to improve the menu experience in-restaurants and drive thru were in these four areas:

  • Highlighting the order flow (step by step)

  • Including descriptions of the base build

  • Increasing awareness of the option to Make it a Meal

  • Explaining customization options

Results

Results

After launching the updated menu, restaurants saw an increase in order customizations as well as growth in average check as more customers became aware of the additional sides and options. In addition, throughput improved the guest experience as time spent ordering was drastically reduced allowing for a faster experience both inside the restaurant and in the drive through.

Finally, in addition to customers reporting that the menu was easier to read and understand, the restaurant reported that their product mix shifted as a result of featuring high-value products in new locations on the screens.

After launching the updated menu, restaurants saw an increase in order customizations as well as growth in average check as more customers became aware of the additional sides and options. In addition, throughput improved the guest experience as time spent ordering was drastically reduced allowing for a faster experience both inside the restaurant and in the drive through.

Finally, in addition to customers reporting that the menu was easier to read and understand, the restaurant reported that their product mix shifted as a result of featuring high-value products in new locations on the screens.

Results

After launching the updated menu, restaurants saw an increase in order customizations as well as growth in average check as more customers became aware of the additional sides and options. In addition, throughput improved the guest experience as time spent ordering was drastically reduced allowing for a faster experience both inside the restaurant and in the drive through.

Finally, in addition to customers reporting that the menu was easier to read and understand, the restaurant reported that their product mix shifted as a result of featuring high-value products in new locations on the screens.

Tankersley

Tankersley

Tankersley

Tankersley

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