Mobile Subscriptions Innovation for Fast Food

Mobile Subscriptions Innovation for Fast Food

Designing business innovation for fast food with mobile payments & subscriptions.

[2018]

Carl's Jr / Hardee's


Summary

CKE (Carl’s Jr/Hardee’s) challenged our team at 72andSunny to identify an idea for increasing revenue and driving brand relevance without impacting existing business systems or franchise operations.

To achieve this, I collaborated with the Head of Digital Production and Chief Innovation Officer at 72andSunny to plan and design a mobile-first subscription service. We identified the opportunity to leverage CKE’s new value meal product offering in combination with popular mobile payment platforms and a subscription service model to capture a greater share of the existing fast food market.

By understanding the motivating factors, habits and eating behaviors of our target audience, we were able to design a mobile-first model that ultimately benefitted both the business (by increasing market share) and the customer (by offering a significant value discount in exchange for subscription sign up).

Process

After completing an initial venture design and prototyping process we:

  • Analyzed customer behaviors and needs
  • Identified business opportunities
  • Designed mobile payment flows
  • Created subscription model
  • Developed service prototypes
  • Presented to executives

Outcomes

  • Successfully designed a new business service innovation capable of increasing revenue and brand loyalty
  • Designed and prototyped mobile payments, website and other customer touchpoints
  • Handed off business model and CX design recommendations for internal development by the client
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