Burger King πŸ” πŸ‘‘

 
The project

Systems design for BK's Outdoor Digital Menu Boards (The ODMB)

My role

Senior Designer leading UI/UX & Systems Design

 

The Outdoor Digital Menu Boards

 
signage.jpeg
 
the problem

Burger King's current drive thru menu board is a poster. Even with the introduction of digital menu boards, BK is still only utilizing their menus as a flat image.

How might we transform the ODMB to be a one-on-one experience with Burger King customers while focusing on business goals, operational efficiency, and celebrating loyalty and personalization?


the solution

Introduce a design system and treat the menu boards like 3 giant web pages to provide a flexible framework based on Atomic Design principles that can be tailored by day part & customer preferences.

The Current Drive Thru Menu πŸ”

 

Color Change Recommendations

 

By slightly increasing the color contrast on the ODMB, we keep the integrity of the brand colors while adhering to ADA guidelines.

 
Original colors

Original colors

Increased contrast

Increased contrast

 

 Introduction of Design System Components

Menu Optimization by Day Part

 

Using the design system & user data, you can have a completely tailored menu for each day part. Burger King’s five main day parts are: β˜•οΈ breakfast, πŸ” lunch, πŸ₯€ snack, 🍽️ dinner, & πŸŒ™ late night.

Breakfast

 

β˜•οΈ The top categories are meals, sandwiches, sides, and beverages.

β˜•οΈ Sides need to be in a high priority zone.

β˜•οΈ The two best-selling subcategories for beverages are orange juice and coffee.

β˜•οΈ Platters are not performing well during early morning/breakfast.

Lunch

 

πŸ” The top-selling category for lunch is meals/single sandwiches.

πŸ” Sides are the second top-selling category.

πŸ” Beverages are not a top-selling category however, they are currently in a priority zone on the menu.

πŸ” King JR., Sweets, Salads are not performing as well during Lunch.

Snack

 

πŸ₯€ The top-selling category for Snack are meals/single sandwiches.

πŸ₯€ Sides are the second top-selling category.

πŸ₯€ Dessert should be in a medium priority slot.

πŸ₯€ Beverages are not performing as well during Snack.

Dinner

 

🍽️ The top-selling category for Dinner are meals/sandwiches.

🍽️ Sides are a top priority category.

🍽️ Beverages are not a top-selling category however, they are currently in a priority zone on the menu.

🍽️ King JR., Sweets, Salads are not performing as well during Dinner.

Late Night

 

πŸŒ™ The top-selling categories for Late Night are meals/sandwiches and sides.

πŸŒ™ Beverages are not a top-selling category however, they are currently in a priority zone on the menu.

πŸŒ™ Dessert is a medium priority zone.

πŸŒ™ King JR., Salads are not performing well during Late Night hours.

Loyalty & Personalization

 

πŸ… If a customer identifies in the app while in the drive thru, the menu can completely transform to a personalized experience based on their preferences & order history.

Micro-moments

 

Let’s celebrate the customer when they purchase an item with double points! πŸŽ‰

 
Micro-Moment (1).gif