Table of contents

Definition

❓ Open questions

Requirements

Addition of the functionality that allows customers to complete their menus or family combos after configuring their options on the product details page.

The customer can add up two additional items to the menu.

Problem statement

Increase sales in the Menu page through a correct proposition of complementary products. The existing behaviour, Complete your menu, should be designed to push the addition of extra items in the cart, associated to the menu.

 Objectives:

• Increase average order value.

• Offer menu items at differentiated prices.

• Highlight new menu items, such as examples and desserts.

• Reduce inventory.

• Enhance customer interaction by replacing the current option "No, thanks" with a more attractive alternative.

Acceptance criteria

Scope of this effort is exclusively on the Menu section, not check-out.

UX

• Product details page:

  • Optimize the UX flow so that customers are impacted by the available options when finalizing the configuration of each menu or family combo.

  • Show name, image and price to the options.

  • Show the possibility to add the item and change quantities of that specific add-on (eg: two onion rings)

  • Present options only for menus, defined as products that include more than one combination of items (e.g., family combos and menus with burger, fries, and drink).

  • Clearly and visibly confirm that the options have been successfully added to the cart.

• Cart:

  • Upon adding the options to the cart, the checkout flow must follow the same process as the currently available options.

  • Allow editing or removal of options in the cart, if necessary.

  • The items added should be connected to the corresponding menu. The items shouldn’t be outside of the menu, as there might be different prices as stand-alone items vs. add-ons.

  • Ensure that the menu completion options are correctly handled in relation to promotions or discounts in effect during checkout.

SETUP - SANITY

• Configure options per different sales channels (home delivery and mobile ordering).

  • Price: Ex: Currently at BK ES we have a full price menu in HD and a reduced price menu in MO (eat in, takeaway, etc).

  • Product: different options according to the selected menú.

  • Maximum limit of add-ons: the customer can select for each menu. Maximum limit per specific products and within all options. (the rule applies to each menu, if two menus are selected, the limits will be multiplied by 2).

• Providing the possibility to setup just for specific categories (CBK, starters, desserts, etc)

• Possibility to define the presentation order of each option (e.g., attractiveness and profitability).

• Ability to conduct A/B tests to identify the configurations that perform best according to the different options and presentations.

AMPLITUDE

• Implement a real-time dashboard in Amplitude to identify the products with the best performance for each menu and overall, and measure the percentage of customers who add the available options.

ROLLOUT

• Allow a progressive rollout of the functionality, replacing the current solution with the new one.

Success metrics

Number of transactions with extra products

🤔 Assumptions

Solution

Scenarios

Design

Figma design here: [insert link]

Combo slot today provides the possibility to setup min and max amount

Development

Release

Let's start differentiating the upselling proposal between Menu and Checkout as the needs are different. 

The scope today was the Menu part.

1. The main identified need is to improve the UI to make it more attractive

• it's important to induce the user to look at the extra options

• make it visible with images of the product

• giving the possibility to add/reduce the items

1. From a setup perspective, the need is to differentiate (in order)

• by channel, giving the possibility to customize products and prices

• by menu/category itself (ex: menus, drinks, starters)

• flexibility on the order of each product -> in this way it will be possible to test different orders (A/B testings by attractivity and rentability)

• providing the possibility to setup a min and maximum number of each specific item

• providing the possibility to limit number of items to be added 

Giving that in mind, we are aware that there are more potential improvements that could be tackled in the future to make the upselling more intelligent. 

Let me know if you have any questions or I missed something,

Thanks