People & Change E-book Final 2 - Flipbook - Page 14
Future-proofing a QSR brand amidst pandemic challenges
A leading Quick Serve Restaurant (QSR), projected to grow by $30 billion over the next seven years
and known for exceptional customer experience, found itself at a crossroads when the COVID-19
pandemic ushered in unprecedented changes.
The challenges of rising sales, new sales channels, a tight labor market, and the use of technology
necessitated a strategic plan to redefine their operating model and 'Future Proof the Brand.’ This
initiative aimed to recapture $40 million+ of lost sales annually across the chain.
During the pandemic, the client witnessed a decline in crucial operational metrics, including Speed of
Service, Order Accuracy, and Customer Satisfaction. This realization prompted the need to adapt to
macro trends in the US. Leadership responded with a two-pronged approach: incremental solutions and
ambitious goals to not only recover but thrive in the new normal.
In pursuit of innovative solutions and adaptability,
Thought Logic worked with the client to create:
Foresight Video Library: A
comprehensive video library of
original content offering observations
on emerging technologies. It included
Partnering with Thought Logic
Leveraging Thought Logic’s expertise across
People + Change and Technology/Digital
Enablement, we engaged the client's Service &
Hospitality teams within the Marketing function.
Our focus was on Service Design Automation,
redesigning restaurant processes to incorporate
robotics and advanced AI, and leveraging the
emerging technology incubator division. We
initiated projects spanning meal assembly
through delivery that combined hospitality,
process design, and emerging technology
divisions. Our input played a crucial role in
anticipating the impacts of autonomous delivery
pilots on both employees and customers.
insightful recommendations and
predictions for the next 5-10 years, encompassing
drone delivery, food service robots, micro-fulfillment
technology, and more.
Design Criteria Alignment: Detailed
design criteria were gathered and
aligned across key stakeholders,
including franchise owners, staff, and
customers. This ensured a holistic approach to
innovation that considered the diverse needs of the
QSR ecosystem.
Physical Conceptual Prototypes:
Prototypes were developed, allowing
Executive Committee leaders to engage
with the envisioned innovations.
This tactile experience facilitated a deeper understanding
This involved addressing process changes,
communication strategies, and overall user
of the potential of Service Design Automation.
experience. Our work resulted in the client
embracing the future of both human and machine elements in the QSR Industry. The implemented
innovations not only addressed the challenges posed by the pandemic but positioned the brand at the
forefront of the evolving food service.