In an increasingly competitive Quick Service Restaurant (QSR) market - where user centricity, convenience and technical innovation drive adoption and loyalty amongst consumers - Hungry Jack’s identified the need to deliver an industry-defining mobile experience for customers. This would be achieved via a digital transformation project, undertaken across the entire business and impacting every customer touch-point including online ordering, personalisation, gamification, geo-location, loyalty and CRM. The platform for customer engagement was the ground-breaking Hungry Jack’s Official Mobile App. We were engaged to deliver the mobile app for Hungry Jack’s built on the foundation of a feature-rich and customer-centric transactional platform which would allow Hungry Jack’s to move from mass-engagement to personalised, one-on-one engagement. The overarching goal of Hungry Jack’s Mobile App Project was to increase online sales (and average “check value”), drive customer loyalty and leverage deep behavioural personalisation.

Seamless UX was delivered as a result of usability testing against early-stage prototypes. The objective was to identify mobile design patterns which delivered customers tangible benefits including easy ordering, fast payments, simple voucher redemption and engaging gamification. A relentless focus on keeping Customer Experience at the forefront via intuitive user on-boarding and gesture-based navigation, geo-location search for ordering and distance limited pre-ordering (to ensure hot, fresh food on collection) was paramount. Deliverables included:

- Development of a Digital Design System for Hungry Jack’s

- Leveraging gamification and the phone’s accelerometer with the “Shake n Win” game to drive conversions and increase foot traffic & spend

- Build deep customer loyalty through personalised discounts and offers

- Provide seamless onboarding to ensure users can quickly and easily navigate their way around the app

- The strong, colour palette spanning black, white and red reflects the audacious, brave personality of the brand.

Our Data & CX-led approach involved extensive quantitative and qualitative research including in-field (restaurant) research, kitchen tours, purchase process mapping and user testing against early-stage app prototypes and wireframes. Analysis included audience segmentation, customer journey mapping and persona creation. We undertook qualitative interviews with Hungry Jack’s kitchen staff, crew trainers, data and logistics teams, ITS, operations managers and the marketing team. Extensive moderated interview sessions were completed to help address journey friction-points and shape better service-design patterns to increase utility. Popular lifestage targets included Students, Millennials, Young Professionals, Gen Z, Retirees, and Families with Young Kids. Numerous fact-finding workshops and focus groups were held to ascertain the specific needs of all parties. Working closely with Hungry Jack’s to analyse historical customer data and behaviour patterns and trends, we accumulated a 360-degree view of the “typical” HJ’s customer which informed all future decisions as part of the broader digital solution.

- A combination of seamless UX (based on usability testing against prototypes), engaging design and functional features that delivered customers tangible benefits including easy ordering, fast payments, simple voucher redemption and engaging gamification.

- A relentless focus on keeping Customer Experience at the forefront via intuitive user on-boarding and gesture-based navigation, geo-location search for ordering and distance limited pre-ordering (to ensure hot, fresh food on collection)

- Deep Personalisation – via favourite orders, birthday discounts, loyalty rewards and awareness of allergies. To encourage richer data capture, users are prompted to complete profile with a free Whopper® incentive.

- Driving footfall - ‘Shake & Win’ vouchers expire after 30 minutes to create a sense of urgency and to drive foot traffic to stores. The gamification function enables customers to receive new prizes and complementary offers each day

The Hungry Jack’s Official Mobile App has been downloaded over 4 Million times since launch, representing the most-downloads for any Australian QSR app. The app has delivered Hungry Jack’s a conversion-optimised engagement platform, driving massive increases in average check value for online verses in-store. The app breaks the shackles of traditional design; offering a truly immersive and striking platform for users. The platform delivers an impeccable information architecture and truly represents a future-proofed, cutting edge mobile experience that resonates with customers, proven by the incredible commercial results achieved since launch for the Hungry Jack’s brand. A new benchmark in global Quick Service Restaurants has been set, with a complete departure from traditional QSR online ordering platforms - driving deeper engagement and loyalty amongst customers.