Stagwell Tech - 2017

Chipotle

Beacons are small wireless Bluetooth transmitters that send signals to devices in their location. While finding a way to Integrate these devices into our marketing pitch for Chipotle, I came up with a few innovative ideas. Customers that come with a certain proximity to a Chipotle branch would receive a notification for some sort of activity or game which incentives them to visit the store.


Concept 1 - Scratch & Win

A digital rendition of scratch and win lottery cards: this concept gives customers the chance to win a dish of their choice when near a Chipotle location. 

Scratch & Win


Concept 2 - DIY Burrito

This concept incorporates fun finger gestures you can do on your phone, so that customers can virtually wrap a burrito to redeem rewards. Due to the simplicity of the game, only one out of 20 pedestrians would be prompted to play.

DYI Burrito

Concept 3 - Secret Menu

This is a low-cost method to incentivize Chipotle customers. The concept is to leverage their secret menus to users that are in the vicinity. This visually appealing menu would entice them to come in-store to purchase a secret dish. 


Admin Experience

The system prompts the admin to fill out order details such as: budget, headcount, date, and delivery address (unless their default information is already available). Opting in to automatic checkout prompts the admin to add or select a payment method. Once the order deadline is reached, provided the order is within the user’s budget (headcount multiplied by  budget per person), the checkout is triggered. After the setup is complete, the system displays vendors that can accommodate the admin’s indicated delivery details via browse. Once confirmed, the user can invite employees to the group order via direct URL or email invitation. 

Participant Experience

Users can access a group order through a direct URL, a shared link, or an email invite. They are guided to the chosen vendor’s page where they can browse the menu and select their meal. Once the order is confirmed, users proceed to their order’s dashboard unless their selection is above the indicated budget, in which case an error message is triggered.

Challenges

Scope

Although we meticulously scoped an MVP, upper management continued to request additional features, thereby elongating the release of the first version of the group order. As a team we always pushed for a lean solution that we could iterate on in the future.  

Operations

Operationally, group ordering required collaborative efforts involving various teams. Incorporating each vendor’s unique order deadlines and capacity into the service proved to be the most challenging. 

Internal Adoption

Sales and account managers struggled to grasp the new feature hence leading to a gradual adoption rate with our new customers. As a result we concluded that a more robust rollout plan for future iterations could solve this problem from repeating itself.

Iterations

Top-Ups

Top-ups allow group ordering participants to use their own payment method in case their meal selection exceeds the budget allotted by their admin. The feature also allows for flexibility with regards to budgets allocated to the participants. 

Company Directory

Office admins can invite multiple employees using a CSV. Once registered in a company’s directory, employees will automatically be sent group order invites to their emails.

Company Directory

Caterers can download sticker labels with the employees’ name and dish selection printed on it to fulfill their order. Sticker labels allow for simple meal pick up and organization for the companies and employees. 

Stagwell Tech - 2017

Chipotle

Beacons are small wireless Bluetooth transmitters that send signals to devices in their location. While finding a way to Integrate these devices into our marketing pitch for Chipotle, I came up with a few innovative ideas. Customers that come with a certain proximity to a Chipotle branch would receive a notification for some sort of activity or game which incentives them to visit the store.


Concept 1 - Scratch & Win

A digital rendition of scratch and win lottery cards: this concept gives customers the chance to win a dish of their choice when near a Chipotle location. 

Scratch & Win


Concept 2 - DIY Burrito

This concept incorporates fun finger gestures you can do on your phone, so that customers can virtually wrap a burrito to redeem rewards. Due to the simplicity of the game, only one out of 20 pedestrians would be prompted to play.

DYI Burrito

Concept 3 - Secret Menu

This is a low-cost method to incentivize Chipotle customers. The concept is to leverage their secret menus to users that are in the vicinity. This visually appealing menu would entice them to come in-store to purchase a secret dish. 


Challenges

Billing & Payment

Having a billing model that differentiated form a standard credit card, we had to devise a unique payment structure to make sure Treat Card employees don’t run out of their program funds.

Since fronting money was high risk, we designed a payment scheme where companies would pay an estimated cost of two months up front, along with their monthly invoice. This structure ensured an extra buffer even if invoice payments were delayed, always allowing the treat program to run smoothly for employees. 

Technical restraints

While conducting internal testing, we realized Treat cardholders could go over their budget when tipping. To solve this, we prompted users to add a personal payment method to cover potential overages prior to activating their Treat card. 

Assumptions

Intended as proof of concept, the Treat project was a beta app. Decisions were made keeping this in mind, leading us to work off of assumptions around consumer behavior and potential client needs instead of extensive consumer research. 

Stagwell Tech - 2017

Chipotle

Beacons are small wireless Bluetooth transmitters that send signals to devices in their location. While finding a way to Integrate these devices into our marketing pitch for Chipotle, I came up with a few innovative ideas. Customers that come with a certain proximity to a Chipotle branch would receive a notification for some sort of activity or game which incentives them to visit the store.


Concept 1 - Scratch & Win

A digital rendition of scratch and win lottery cards: this concept gives customers the chance to win a dish of their choice when near a Chipotle location. 

Scratch & Win


Concept 2 - DIY Burrito

This concept incorporates fun finger gestures you can do on your phone, so that customers can virtually wrap a burrito to redeem rewards. Due to the simplicity of the game, only one out of 20 pedestrians would be prompted to play.

DYI Burrito

Concept 3 - Secret Menu

This is a low-cost method to incentivize Chipotle customers. The concept is to leverage their secret menus to users that are in the vicinity. This visually appealing menu would entice them to come in-store to purchase a secret dish.