4. Deliverables for Week 2
Get out of the building and talk to 10-15 Spoke to 10 customers (Umma Sushi, Tin Drum, F2O, Tilted Kilt, Zapata,
customers face-to-face Atlanta Bread Co, Great Harvest Bread, Chuck’s Deli, Ingredient,
Downtown Lodge) and 12 users
What were your hypotheses about who your users Initial hypothesis was that customers are all QSR’s and Table Service and
and customers were? Did you learn anything now it is QSR chains and non-high-touch restaurants
different?
Did anything change about Value Proposition? For customers: discoveredadditional value props of reducing cashier-
related training costs and CRM
For users:suggestions would be a nice-to-have where as ability to
customize a meal, not have to wait and have time to decide what to order
would be problem solvers
What do customers say their problems are? How Training new staff to use the POS ($1000 per new employee)
do they solve this problem(s) today? Training new staff to answer questions from patrons
< 2% of the orders received by cashiers have errors
-senior staff trains the new staff
-POS training videos are sometimes available
Does your value proposition solve it? How? Yes, self-service ordering interfaces (kiosk, web, mobile) reduce the
burden of training staff to use POS
What was it about your product that made Future of restaurant ordering - single, automated solution for receiving
customers interested? Excited? orders, managing deals, loyalty and CRM
Who is the decision maker, how large is their Depends on independents vs. chains or corporate vs. franchisee
budget, what are they spending it on today, and Decision maker is COO or CEO. Ordering solution budget is 5k to 20k per
how are they individually evaluated within that store. Currently spent on POS and online ordering. POS systems are
organization, and how will this buying decision be evaluated on feature set and reliability. SmartMenu $$ can come from the
made POS budget, HR if it is self-service or Marketing if it has deals and loyalty.
5. Here’s What we Thought
• All restaurants are potential customers
• The problem we will be solving is lack of personalized up-sell suggestions
• Our main value proposition will be increased average check
• Budget for SmartMenu will be same as POS
6. So Here’s What we Did
• Spoke with 10 restaurant operators
• Interviewed 12 potential users
7. Here’s What we Found
• QSR Chains and non-high-touch restaurants are customers
• The problem we will be solving is that it is difficult to customize an order
• Our additional value proposition will be reduced staff training
• Budget for SmartMenu can be POS, Marketing and HR
