Bonefish Grill’s Ecommerce Launch
Role: UX Manager
Leveraging the consumer trend of providing various dining options and convenience to its customers was something that was necessary for Bonefish Grill to incorporate. Strategizing how to introduce the concept that fresh seafood meals can be cooked in restaurant and taken home to eat was my main responsibility for this project as well as unifying the customer experience from its online menu pages to checkout.
Summary
Background
As the off-premise dining concept was taking off throughout the restaurant industry, incorporating online ordering was crucial for Bonefish Grill. Many of its customers solely experienced in-restaurant dining and its website was mainly accessed for finding the closest location, browsing the menu and exploring the current specials.
My Role
After having successfully implemented the UX process and improving the customer journey of Outback Steakhouse’s ecommerce website, I had another opportunity to also apply the same principles to Bonefish Grill. As UX Manager, I oversaw and directed a UX team of few UX designers and researchers.
Problem
Bonefish Grill’s website was initially constructed with the main goal of providing their customers with current specials, restaurant locations, access to the food menu and making reservations. Online ordering was not a concept its customers expected, so how were we going to introduce that seafood meals can be taken to go or delivered. Much of the content of the website promoted what was happening within the restaurant and online ordering was not an offering that was available.
What We Learned
Competitor Messaging Analysis
We began looking at our competitors to dissect what they are saying and how they differentiate themselves. Red Lobster and Bahama Breeze both address the ”why fish” or “seafood to go/delivery“ by utilizing brand loyalty and encouraging customers will get the same level of satisfaction in their to-go/delivery service.
Red Lobster
”Bring home the seafood you crave”
“Now enjoy your Red Lobster favorites at home”
Bahama Breeze
“Get your getaway to go”
“Order online today and pick up your island favorites to enjoy on any beach you choose.”
Market Segmentation
Through Acxiom Personicx segmentation tool, we received the below market segmentation which helped us optimize our marketing and messaging.
Market Statistics
We also retrieved relevant statistics from Statistics Survey regarding:
Consumer seafood opinions
How customers decide what to eat?
What are customer preferences for delivery, to go, and online ordering?
The Strategy
Key Insights
People see fish as a healthy & delicious meal choice.
Customers are confident in seafood that tastes good, is fresh and healthy, and provides ingredient and nutritional information.
Customers are confident in to go/delivery restaurants that ensure accuracy through easy ordering, are quick to deliver, and provide healthy options.
Customers are confident in seafood brands that tell the story of an ethical supply chain, support sustainability efforts, and use important product labels.
Key Message
Based on everything we learned, the below key message was constructed and used to drive participation in the launch of Bonefish Grill’s online ordering offering.
Pre-Launch Strategy
We constructed a landing page using photography that focused on fresh fish, beautifully sourced, prepared and plated, telling a sequential story from our kitchen to your table. The overall design approach was light, open, contemporary and candid. At the bottom of the landing page, we presented an offer to receive a discount on first online order which:
Incentivized signing up for Bonefish’s to go announcement
Increased likelihood of first online order
Allowed for further communications to develop brand relationship
Percentage off is perceived as a better offer than a dollar amount off discount (100 Rule)
Meets customers expectation for discounts in return for their contact information
Ecommerce Implementation
Online Ordering Objective
Unify the customer experience - Seamless connection from content pages to online ordering.
Present full range of offerings - Platform creates opportunities for upsells and cross-sells.
Deliver on consumer demand - Leverage consumer trend for dining options and convenience
Streamline online ordering - Critical to continually optimize conversion as expectations evolve
Bonefish Grill Site Specifications
Bonefish Grill Site Enhancements
