Chopt Creative Salad Co.
Chopt is an east-coast based salad chain with a mission to make healthy eating exciting for all people. Chopt is committed to buying local produce and developing relationships with farmers along the way. It means seeking out unique artisans from around the world. And it means giving customers a better tasting, better quality experience.
Year
2022 - 2024
Category
Food & Restaurant
Type of Work
Customer Experience Research
Product Design
Marketing Collateral Design
For Chopt, we manage the entire customer experience discovery, feature roadmapping, product build, and product feedback funnel ourselves, with a team of myself, one other PM, two other designers, and two engineers.
I work across many roles, between customer experience researcher, product designer, and product manager.
Over the past three years, we've launched a brand new app and website, overhauled our loyalty program, built dynamic customer feedback loops, conducted deep dive customer experience research, and more, all while managing our ongoing marketing campaigns.
customer experience research
To design a powerful future-state experience for Chopt, we spent 3 months conducting research on digital ordering specifically.
This is how how ~50% of our orders for Chopt and ~35% of our orders for Dos Toros come through.
The goal is to compile the best practices from competitors in digital customer experience / order pickup & delivery experience, inform the new Chopt loyalty program design, and also conduct a diagnostic of our Chopt / Dos Toros experience.
In total, we visited 15 brands: Starbucks, Cava, Tocaya, North Italia, Panera, DIG, Sweetgreen, Souvla, Shake Shack, McDonalds, Chipotle, Dominos Pizza, Habit burger, Raising Cane's, Dutch Bros
When we say "customer experience" research, that means the full customer experience. Not just digital.
We took the opportunity to dive into what defines best-in-class from the in-store pickup, delivery, packaging, and placement experience all the way to when the food arrives in our customer's hands.
real-time customer feedback
We dynamically reach out to customers to ask for feedback after they order, once every several months.
This allows us to track customer satisfaction with specific menu items, limited time offerings, the digital ordering experience, our store atmosphere, and their overall willingness to recommend Chopt down to targeted restaurant locations, markets, or customer segments.
Since launch in April 2023, we've collected over 70,000 responses
