ABOUT THE PROJECT
"These images are for demonstration only and are not intended to imply any imprimateur from The Coca-Cola Company"
The goal of the project was to build brand awareness and consumer engagement with Coca-Cola Freestyle. Using design research and strategy we developed concepts that took into consideration the needs of the different stakeholders involved: consumers and crew members at Full Service and Quick Service Drive-Thru restaurants.
Crew member: To create a non-intrusive, educational system that allows the crew to understand and successfully communicate / pitch the Coca-Cola “longtail” options.
Customer: To create a solution which enhances and maximizes the potential of CCFS’s market offering by engaging consumers and educating stakeholders.
Stakeholders: we focused on three main areas: customers, crew members and managers. By understanding each of the stakeholders’ emotional, functional and social needs, the design team gained a deep understanding of the stakeholders’ mental model and their priorities.
Environment: the effect of the environment and the connection between the restaurant and crew members not only plays a very important role in the day-to-day lives of the crew members’, but also has a huge impact on the consumer experience. Researching those two areas helped the design team realize the elements that stand out during a customer’s dining experience.
Trends: the design team concentrated on three specific areas: Trends in the beverage industry, trends in the restaurant industry, trends in our target audiences.
We discovered that it all boils down to the influence and relationships between technology, design and marketing.
Crew Serve machine: the design team focused on understanding the function of the machine, the impact of taste and the interaction between crew members and the Freestyle machine. The design team used primary and secondary research methods to establish a foundation for the future insight generation phase.
QSR Key Learnings Summary:
- CCFS Crew Serve works great for CMs and operators.
- Sell-through and throughput are in conflict at QSR.
- The newness and interest in CCFS wanes after time.
- QSR Crew and Managers note the success of small, financial incentives.
- CCFS training is inconsistent with Coca-Cola’s plan.
- The number of customers and their demographic vary greatly depending on the time of day.
FSR Key Learnings Summary:
- Crew Members feel that achieving customer intimacy is key to their success.
- Crew members display varying levels of salesmanship.
- After a while, crew members and operators can lose interest in the machine.
- Crew members often “team-serve” and socialize frequently.
- Tables are set-up to influence orders.
- There is a multitude of unbranded crew member touchpoints.
CONSUMER USER MODES
Based on our observations, a consumer might go to a QSR drive-thru one day because they are pressed for time, but go to an FSR another day for a social experience. However, they might go to a drive-thru during leisure time with friends and hurriedly eat at an FSR during their lunch break. Because of these inconsistencies, our team developed three different consumer modes that we observed members of various demographics embodying at different times. Any consumer will take on one of these mentalities any time they visit a restaurant, and they can even exemplify multiple modes at one time.
Order gamification is an important part of our overall solution. In order to develop an alternative for QSR, we developed a product that would be easy to implement in drive-thrus.
Freestyle Strawctures kits features:
- Straws, connectors and an instruction card
- The instruction card showing basic process for building a strawcture
- Collectable pieces for special social media challenges
Battle of the Brands
To get consumers excited about Coca-Cola’s Freestyle, we developed a concept that will create an interactive game board for the FSR channel that includes all the longtail choices.
- Battle of the Brands game board will be placed on FSR table.
- Each game board has two games, one on each side and can be interchangeable for the brand's specific needs (seasonal flavors, special promotions, etc.).
- The game board shows all the brands available from Coca-Cola Freestyle.
These Flavor Games serve to remind customers of Freestyle’s presence in a restaurant and encourage them to try new brands. If customer are not interested in playing, the server can use this as an opportunity to build a dialogue and explain the different flavors available.
In order to encourage consumers to try different longtail flavors, we needed to develop a product that forcibly eased them into discovering new brands. Because some consumer modes are not willing to risk much, our solution had to provide an offering that decreased the potential risk for trying a new brand. Our answer to this problem is Freestyle Tokens.
- Whenever a consumer orders a Freestyle drink, they will be rewarded with a free drink the next time they dine the same restaurant chain.
- Crew member gives a key ring shaped token with a specific brand already spelled out on the token.
- The consumer is able to redeem it for a small/standard drink of the specified brand the next time they eat out.
- Consumers can use their tokens for codes in My Coke Rewards.
This solution is designed for crew members to become a certified Freestyle Mixologist.
The Mixologist course will have three levels:
- How to use the machine, give tips on upselling Freestyle brands and provide knowledge for creating and suggesting new mixes.
- Mixologists participate in chain-wide competitions and are rewarded based on different data from their metrics.
- Mixologists participate in special competitions in which they will be compared at national level.
This concept is created to build awareness in crew members and to raise their social statuses within their restaurants by linking Freestyle Mixology to specific abilities. Mixologists will drive volume by being the force behind selling Freestyle beverages.
This concept presents four pre-selected combinations of Freestyle brands to consumers looking for something new to try .
- Disposable tray
- Customizable to different seasons and special promotions
- Possibility of augmented reality interaction attached to they tray's theme
CONCEPT DEVELOPMENT AND DESIGN
Storyboards helped the team visualize and explain the way the concepts would be implemented.
Branded Touchpoint Map
Creating a Branded Touchpoint Map helped us understand the points of interaction consumers or crew members would have with the solution and how we were creating brand awareness on each of these touchpoints.
For each of the concepts, a service blueprint was developed. This tool allowed us to understand the different actions that were taking place at the same time during the experience, both from the consumer's perspective and the crew member's perspective. It also allowed us to map the possible emotions a consumer could be experiencing while interacting with the proposed solution.