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Pop up final

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  • Of the cliches that we discovered, those associated with customer service and the ordering processed seemed to be the most ripe for disruption. These cliches were highly correlated with the points of tension that consumers noted in interviews. Our observation also showed us that the process was generally stressful and inefficient.\n
  • An example from our work in the field \n
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  • By far the largest tension point we discovered revolved around customer service with typical consumers of fast food. This was a point of tension that hadn’t changed in a long time and was ripe for disruption. \n
  • Apple was able to disrupt the retail model by using tech to streamline the process and make it more enjoyable for consumers. Shopping for a computer was no longer a burder, it was fun. We’d like to take this approach to obtaining and eating fast food. \n
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  • These are the highlight of the experience, to be followed up by our story board. \n
  • These are the highlight of the experience, to be followed up by our story board. \n
  • These are the highlight of the experience, to be followed up by our story board. \n
  • These are the highlight of the experience, to be followed up by our story board. \n
  • These are the highlight of the experience, to be followed up by our story board. \n
  • These are the highlight of the experience, to be followed up by our story board. \n
  • These are the highlight of the experience, to be followed up by our story board. \n
  • These are the highlight of the experience, to be followed up by our story board. \n
  • These are the highlight of the experience, to be followed up by our story board. \n
  • Differentiation: \n\nLimited Customer interaction – Unlike current fast food restaurants, there is no need to speak with any employees throughout the entire process of ordering and food delivery\n\nAuto delivery of food – Rather than a waiter or cashier handing you food in a bag or on a tray, the food descends from above once it is ordered from a computer set on the table. \n\nChanging interior and crowd sourced menu – This is not a single brand but multiple types of food and atmospheres chosen by the consumers who are members of the restaurant\n\nBenefits: \n\nEfficient customer service – One of the largest tension points that we discovered in consumers of fast food was the process of ordering and obtaining food. Many were frustrated by the ordering process and the poor inter-action with uneducated workers. This idea eliminates the need to interact with any employees aside from a highly trained manager who is available to handle any problems. \n\nVariety of Menu Options – Since the menu is always changing there is always something new happening in the restaurant. It is like having multiple restaurants in the same location so consumers will not tired of a specific type of cuisine. \n\nCustomer impact – Any changes in the business are the direct result of customer interaction. This builds brand loyalty and allows consumers to feel that they are part of the process. The changing business dynamic also creates scarcity and drives demand. \n\nTarget Groups: \n\nWorking Professionals: Many working professionals like to eat well and quickly. This allows them to do both in an interesting and fun environment without them spending a lot of money. The technology innovations inside the restaurant will also give them a view to the future, like going to lunch and the apple store at the same time. \n\nFoodies – Pop-up restaurants are inherently foodie driven, the the chance to become more involved in the cuisine experience is a huge benefit to those that are extremely passionate about food. Foodies do have a love of fast food when it is done right, we saw this through our consumer research of Shake Shack.\n\nTechnology companies – Like the apple store, this restaurant will constantly be changing with new innovations and presents a perfect platform for a partnership with a large technology company to display futuristic technology in a casual setting while consumers eat. \n\n
  • Foodies are always after a new and different dining experience which is what we are offering. They are always after well done fast food as can be seen by the success of chains like shake shack and in and out\n\nWorking Professionals have disposable income and want a fast meal. They are also highly tech savvy and enjoy new experiences\n\nFast Food Lovers - These address the largest tension point that we discovered so it will surely be a hit for these consumers. \n
  • We would approach tech companies to partner with us in order to help display and possibly sell their new innovations in our restaurant. It could be a place for them to conduct beta testing on software or advanced computing and robotics\n\nThe Food Network does not have stand along restaurants, this provides an opportunity to expand their brand, and gives PopUP access to celebrity chefs. We could design a show around designing the next iterations of Pop UP\n\nThe voting and consumer experiences shared with us at PopUP can be levered and shared with other restaurants or data companies to study consumer behavior. \n
  • Our ethos shows that the restaurant, the menu, and the ambiance will all evolve over time with the world.\n
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  • This is our prototype that helped to visualize how the pop up mechanism would deliver food to consumers\n
  • Our lo fi ordering screens which helped us think about how a customer might interact with the touch screen ordering mechanism. This includes voting for the next pop up menu as well as news and entertainment\n
  • This is another lofi ordering screen that shows how a consumer could customize their meal. We also contemplated a virtual waiter using siri and a one each easy order system.\n
  • This was the idea board that we used to brainstorm our final solution. We incorporated elements from many of our observations, including set menus, customer service and the guilt factor associated with fast food. Our final solution address customer service as a starting point but also includes elements to address the guilt factor and the issues of scarcity (mcrib) associated with an evolving menu. We also contemplated that their would have to be a few standard options on the menu in order to maintain consumer loyalty. We also discussed how a fully technological restaurant could change its ambiance using computers with the flip of a switch. \n
  • Transcript

    • 1. >PopUp Gaspar del Castillo David Kaufmann Jason Levine Renato Peña Adam Salvitti-Gucwa
    • 2. Fast Food
    • 3. Common Clichés Set menus Walkup and pay Low customer service Unskilled workers
    • 4. Common Clichés Set menus Walkup and pay Low customer service Unskilled workers
    • 5. “people move...”
    • 6. “people move...”
    • 7. Hypothesis What if no human interaction were necessary? What if there were no set menus?What if your food just appeared?
    • 8. The Insight“Even the most loyal consumers of fast food are turned off by the customer service experience” “They always take my order wrong” - Tom, 30“I eat fast food several times a week and it is stressful to walk up and order” - Mike, 35
    • 9. The OpportunityTo provide a high end customer serviceexperience without sacrificing speed orconvenience at a competitive price.
    • 10. The OpportunityTo provide a high end customer serviceexperience without sacrificing speed orconvenience at a competitive price. “We want to do to fast food what Apple did to retail...”
    • 11. Solution >PopUPAn evolving restaurant experience for workingprofessionals & upscale diners that allows customersto enjoy an efficient meal with high-end customerservice by incorporating touch screen ordering andautomated delivery.
    • 12. 100% automated ordering
    • 13. 100% automated ordering Highly trained maitre’d to handle issues
    • 14. 100% automated ordering Highly trained maitre’d to handle issuesBus boy cleans and turns over tables
    • 15. 100% automated ordering Highly trained maitre’d to handle issuesBus boy cleans and turns over tables Evolving menu with a few classic options
    • 16. 100% automated ordering Highly trained maitre’d to handle issuesBus boy cleans and turns over tables Evolving menu with a few classic options Countdown clock
    • 17. 100% automated ordering Highly trained maitre’d to handle issues Bus boy cleans and turns over tables Evolving menu with a few classic options Countdown clockEntertainment console while you wait
    • 18. 100% automated ordering Highly trained maitre’d to handle issues Bus boy cleans and turns over tables Evolving menu with a few classic options Countdown clockEntertainment console while you wait Live Camera to the Kitchen
    • 19. 100% automated ordering Highly trained maitre’d to handle issues Bus boy cleans and turns over tables Evolving menu with a few classic options Countdown clockEntertainment console while you wait Live Camera to the Kitchen Vote for the next PopUP (ambiance and food)
    • 20. 100% automated ordering Highly trained maitre’d to handle issues Bus boy cleans and turns over tables Evolving menu with a few classic options Countdown clockEntertainment console while you wait Live Camera to the Kitchen Vote for the next PopUP (ambiance and food) Take out placed in advance via smart phone
    • 21. AdvantagesEfficient Customer ServiceCustomers have tangible impact on businessVariety of Menu OptionsHighlights technologyHigher quality
    • 22. Early Adaptors Foodies - Celebrity Chef InvolvementWorking Professionals (M/F twenty somethings) “Cool Factor”Fast Food Lovers No awkward conversations/wrong orders
    • 23. Partnerships/AlliancesApple/ Microsoft - Experience the latest innovations while eatingFood Network - Allow their chef’s to design each “PopUp” menu Data Companies - Share information obtained through voting
    • 24. Ethos“The restaurant of the technological revolution” As the world innovates, so do we.
    • 25. thank you ; )(Adam, David, Renato, Gaspar and Jason)
    • 26. GroupRanking OVERALL 3" Clear 2" Affordable 1" 0"Elegant Convenient Appe8zing Fun Pop)Up" Meal"Plan" Sustain)a)Burger"
    • 27. Individual)Ranking)–)Deepa)Mehrotra) OVERALL 5" 4" Clear 3" Affordable 2" 1" Pop+Up" 0" Meal"Plan" Sustain+a+Burger"Elegant Convenient Appe8zing Fun
    • 28. Impressions*–*D.M.*Pop0Up* Meal*Plan* Sustain0a0Burger*• !Fun!&!innova*ve! • !Easy!to!use! • !I!like!the!local!farmers,!• !People!would!talk!about!it! • !Nice!for!people!tracking! seasonal!freshness!idea!&!it!would!be!trendy! calories! • !A!bit!concerned!about!the!• !Love!the!ability!of!not! • !How!o@en!you!use!and! restaurant’s!ability!to!cook!talking!to!waiter!&! what!happens!if!you!don’t! varying!ingredients!controlling!the!pace!of!your! is!important!for!people!meal! who!will!pay!for!it!Favorite! PopEup:!! • !Takes!away!the!poor!customer!service! • !Is!fun! • !Is!exci*ng!&!new!
    • 29. Individual)Ranking)–)Deepa)Mehrotra) OVERALL 5" 4" Clear 3" Affordable 2" 1" Pop+Up" 0" Meal"Plan" Sustain+a+Burger"Elegant Convenient Appe8zing Fun
    • 30. Impressions*–*K.A.*Pop0Up* Meal*Plan* Sustain0a0Burger*• !Technical! • !Simple! • !Environmentally!sound!• !Simple! • !Cost!effec6ve! • !Fresh!!• !Impersonal! • !!Variety! • !Jobs!!• !Fun! • !Data!heavy! • !Local!! • !Expensive!Favorite! Meal!Plan:!! • !Simple! • !Affordable! • !Works!for!a!par6cular!audience! • !Has!significant!network!effect! • !Data!can!be!useful!

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