Chick-fil-A is known and loved for many reasons, like their iconic Chick-fil-A sauce and customer service. However, how can this brand measure their success and continue to improve?
Identify KPIs and business objectives that can be measured and quantified through a brand analytics dashboard for Chick-fil-A.
1. Chick-fil-A generates more revenue per store than any other US fast food chain.
2. Ranked #1 fast food restaurant in the US in the American Customer Satisfaction Index - customer service is their "secret sauce".
3. They have the longest wait times and longest lines in the fast food industry.
1. Increase average revenue per store
2. Maintain a favorable customer experience
Our dashboard was created to address these 2 key business objectives using appropriate metrics. We wanted the dashboard to be adaptable to all levels of the Chick-fil-A brand. Therefore, we kept local, regional, and national perspectives in mind throughout the dashboard's design.
How can this data could be used to drive business decisions? By referencing our preliminary research alongside the dashboard, we created 4 recommendations that will help Chick-fil-A accomplish our identified objectives - increasing average revenue per store, and maintaining a favorable customer experience.
Integrate surveys into the Chick-fil-A mobile app
Spark accurate and timely data in regards to customer sentiment.
Create more opportunities to improve the Chick-fil-A experience by prioritizing their "secret sauce".
Create a new meal combination offering
Garner more attention for menu items that generate low profits.
Address the "4 for $4" trend that is sweeping through the fast food industry.
Open more stores in opportune areas - which can be shown in the dashboard
Expand the brand while also increasing revenue per store in the future.
Allows for an opportunity to decrease local wait times.
Implement an off-peak pricing strategy
Drive customers to visit the restaurant during slower hours.
Incentivize a greater ticket size due to the price discount.
Conducted a brand audit
Completed industry research
Identified dashboard metrics and appropriate visuals
Designed final presentation deck
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