Problem
Pizza Runner, an Ogden local favorite, recently closed down and left many in a state of somber bewilderment. How could a restaurant loved by so many go out of business? After chatting with a handful of locals I believe I found some of the core issues.
Calling on the phone or going in and waiting for your pie were the only options
When calling, the phone would ring and ring. It would be difficult to get ahold of them and once you did, you weren’t guaranteed to get someone who made you feel confident that they were going to get your order right.
If you went into the restaurant to order your pie, you would have to wait for an hour in a lobby with no seating.
Delivery time
It was not uncommon to wait 1.5 to 2 hours for your pizza delivery.
It was also not uncommon for your pizza delivery to be incorrect.
Conclusion: pizza success cannot be built on flavor alone.
Although Pizza Runner had faults, it was still a beloved establishment, which is why I wanted to work through the process of what could have saved it. Besides the obvious answer of hiring more responsible employees, I believe that introducing a seamless app experience could have greatly benefitted Pizza Runner’s business and overall success.
Goals
BUSINESS GOALS
Create an experience that establishes trust between the customer and business
Appeal to a younger audience
Expose more menu and new items to customers
Increase sales through an engaging and fun experience
CUSTOMER GOALS
Before
Read reviews to choose a restaurant
Friend recommendation
Customer must have trust in the company
During
Unique toppings
Quick and efficient ordering process
Want food fast
After
Receive food quickly
Delivery the correct order
Hypothesis
If the customer can order their food with full confidence that their order will be correct and that they have the ability to track the order status, Pizza Runner would have a more regular customer base.
Process
Once I defined Pizza Runner’s core issues, I began to interview Ogden locals to get their feedback on what their ideal pizza ordering experience would be.
INTERVIEW QUESTIONS
Tell me about the last time you ordered a pizza.
Why do you order pizza that way?
Have you had frustrations while ordering a pizza delivery? What are those?
What matters most to you when ordering a pizza delivery?
Is there a certain pizza place you like interacting with? If so, why?
PRIMARY FINDINGS
Most people won’t consider a new restaurant without reading the reviews first
Hate entering credit card info every time
Payment is made easy
Confidence that their order is correct
Customers appreciate the fastest/easiest process
ARCHETYPES
Make life easier
Lazy Friday at home
Get me food as quickly as possible
Party hosting
The customer is a hungry person that wants to order pizza with very little effort.
