Archie’s Veggie Shack is a new QuickServ restaurant concept being launched in New York City. Archie’s has an all-vegetarian menu, but it’s not about converting meat-eaters to ancient grains and stir-fry bowls . It’s about fun, popular food – like burgers and fries, hot dogs, and Quesadillas – for people that are making more conscious choices about their food.
Archie’s will target millennials for its primary customer segment. Our strategy is to win over millennials by establishing a reputation for great tasting food items that most people are already familiar with in their “traditional” (i.e.: non-vegetarian) form. We expect to gain reputation with younger audiences by being “authentic” and easy to connect with. Archie’s marketing will be aimed at creating customer awareness and preference of Archie’s among other QuickServ restaurants (and not necessarily among other vegetarian restaurants) as well as other options for fast delivery (i.e.: local deli’s).
Although Archie’s will have a physical location where customers can order and sit down to eat, the restaurant will primarily serve customers through take-out and delivery. Most customers will visit Archie’s through the website – to see the menu, tor learn about our food, and most importantly to order online. (NOTE: Archie’s website will use a 3rd Party, web-based, online ordering platform like Chow-Now or Munch. The online ordering platform will include listings of menu items, photos of menu items, ordering and payment forms, a shopping cart, and order-confirmation).
Objectives of the Website
First and foremost, Archie’s website is for eCommerce. Content, usability, flow, and navigation should all work towards the goal of giving hungry users a fast, efficient way to have food prepared and ready-for pick-up, or delivered right to their home or office.
1. Generate online orders from new customers.
2. Generate phone orders from new customers.
3. Serve repeat customers.
1. Simple and easy-to-use.
2. Quick – just a few clicks from home page to selection, to ordering, to payment.
3. Mobile friendly – particularly based on Google’s new mobile site search ranking.
4. Local “friendly” – readily found by search engines and presented to people in the restaurant’s delivery area.
5. Easy to maintain.
1. Prospective customers
2. Returning customers
3. Members of the press
Target Customers: Millennials:
• Age 15 to 35 (born between 1980 and 2000)
• Men and women (but will probably skew to female)
• Detached from institutions (i.e.: work freelance) and heavily networked with friends
• $60K average income
• About half are college educated
• Most do not have children
• Active lifestyle
• Health conscious, but not health nuts
• Tech savvy - don't know what it's like to be without advanced mobile technology.
• Image conscious
1. Friendly – also brisk, efficient… “no sweat!”
2. Conversational, authentic.
3. Easy, smart.
1. Task oriented – The Archie’s website will be used by people who are ready to eat now – in order of priority these are the primary tasks the website facilitates:
a. Check out the menu – decide what to eat.
b. Place an order for delivery (or pick-up) – and feel confident that it will be understood and acted on by the restaurant.
c. Pay – and feel safe and secure.
d. Find out more about the food and if it meets the customer’s expectations for quality and/or a particular nutritional requirement.
e. Check on Archie’s location, opening hours, payment types, etc
f. Learn about Archie’s, its reputation, its popularity, and its social media presence.
g. Plan for catering from Archie’s – evaluate selection, price, quality, etc.
h. Contact Archie’s.
2. Easy to understand; straightforward to navigate.
3. Feeding the system with the data by the user should not be tedious & lengthy.
4. Interface should be a like a “wizard” which keeps guiding the users through various steps.
1. Home Page
a. The menu – where user can check out the food and decide what they want to eat
b. Ordering button – opens the 3rd Party online ordering application
c. Site navigation – top-level nav. To primary pages
2. About our Food
a. Why we like “fast food”
b. Nutritional information (Here’s what you are eating).
3. Get in Touch
a. Email contact
b. Phone contact
c. Location info – map
4. What’s Cookin’
a. Social Media: display Facebook; Instagram, twitter, etc
b. Media – print, online, video clips
5. Catering – “Ask Archie to the party”
a. Catering Menu.
b. Catering service description
e. Ordering info
Future Enhancements (potential)
1. Location search
3. Order history
4. Order status
5. Lovalty program
Some websites we like:
Native Foods Café – nativefoods.com
Friendly, straight-forward, simple (but maybe a bit too self-consciously “good for the planet”)
Veggie Grill – veggiegrill.com
Very to-the-point. Definitely a task oriented site. Promotions stand out
Seems to be completely geared to mobile shoppers – you come into the store to pick up your pizza, but you do everything before that on your phone
Modmarket – midmarket-com
Another site that is built for efficiency and speed. With a strong direct message about the high quality food and great customer experience