An Ordering Experience Designed to Exceed Customer Expectations
Founded in Clarksville, Indiana, this leading casual dining brand has grown into a legendary casual dining chain with more than 700 locations nationwide.
While its in-restaurant experience is a signature draw for guests (who can forget those hand-cut steaks, fall-off-the-bone ribs, made-from-scratch sides, and fresh-baked bread), its digital experience needed a refresh. Partnering with Bounteous, the client redesigned its product page to better serve guests with a simpler, more intuitive ordering flow to improve conversion.
The redesigned experience delivered a seamless ordering experience that drove measurable business results, including higher conversion rates, stronger average order values, and millions in incremental digital revenue
By The Numbers
- 5.8%increase in conversion rate
- 5%increase in add-to-cart Rate
- 2.4%increase in average order value
The Challenge
The client was experiencing exponential growth, but was facing points of friction in its digital ordering platform, all leading to a less-than-optimal customer experience. Customer feedback, user testing, and funnel analysis showed a higher-than-expected abandonment rate during product selection. This gap impacted both customer satisfaction and revenue, with the product page playing a key role in the online ordering journey.
The client partnered with Bounteous to reimagine its Product Detail Page (PDP) and improve the ordering experience. By streamlining the customer experience and eliminating points of friction, we enhanced the overall guest experience and create opportunities to increase revenue. Incremental optimizations helped reduce abandonment rates and better equipped the platform to keep pace with rising customer expectations and business expansion.
The Solution
Leveraging our Co-Innovation methodology, we analyzed funnel performance, identified areas of friction, and designed a solution to improve the customer experience and reduce abandonment during product selection. Analytics, customer feedback, and testing informed a roadmap for a newly envisioned product page.
Our UX team replaced the existing scroll functionality with a more fluid design to make customization seamless from the moment a menu item is selected. By creating a more intuitive selection flow, the new product page enhanced usability and supported higher conversion.
From strategy through development, we launched the redesigned Product Detail Page (PDP) across web, mobile web, and iOS/Android apps. This rollout enabled a consistent digital ordering experiences across platforms at scale.
The Results
Bounteous helped the client redesign its online ordering experience to better serve customers and deliver measurable results across key performance metrics. Order conversion rates increased by 5.8%, while average order value grew by 2.4%.
These product page updates removed unnecessary friction, encouraging repeat use and greater adoption across digital channels. Our teams were able to work together to continuously optimize the digital experience. By elevating the online experience to match the legendary in-restaurant atmosphere, the client and Bounteous strengthened customer satisfaction and loyalty, helping customers feel valued whether dining in or ordering online.
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