Multi-location ordering case study
The multi-location brief
The project explored how a restaurant brand could keep its ordering journey recognizable across locations while giving local operators the information and handoffs needed to fulfil an order.
Order journey
A shared customer path
A multi-location program starts by separating the experience a customer should recognize from the operational details each location needs to manage.
Find the right location
Give customers a clear way to choose where an order belongs before they commit to a menu.
Browse a location-aware menu
Make the menu, product choices, and availability understandable in the context of the selected location.
Confirm the order path
Show the fulfilment choice and order details in a way that connects the customer’s decision to the next operational handoff.
Keep the team informed
Route the order to the people and systems responsible for store preparation and, where applicable, delivery.
Operating model
Local operations, one model
A common customer experience
The project grouped online ordering, customer communication, and offers around a shared brand experience.
Location-level control
Local teams need a defined owner for menu details, availability, and the information that changes from one location to another.
Operational handoffs
Store and delivery responsibilities have to be mapped so an order can move from customer confirmation to fulfilment with clear ownership.
Launch planning
What a pilot needs to answer
A pilot is useful when it tests the operating questions that will matter before a broader rollout, not just the first customer screen.
- What stays consistent?
- Identify the brand, ordering, and support details every location should present in the same way.
- What varies by location?
- List the menu, availability, fulfilment, and local-service details that a location must be able to control.
- How is order data handed off?
- Define the systems, identifiers, and teams that receive an order after a customer confirms it.
- How will the team learn?
- Agree on the operational questions and customer feedback the pilot should surface before the model is extended.