Content
Overview & Context
Over the past few years RBI has launched a number of initiatives to improve the overall experiences of guests across the brands. However, consumer trends and expectations are continually evolving. BK’s and PLK’s competitors, both big and small players are also quick to adapt and catch-up in meeting expectation in the overall journey of guest experiences. To remain competitive for our brand, the RBI solution for Web & App aims at improving guest experience by providing a seamless experience across different channels and markets. Markets are able to benefit from a global solution but also have the flexibility of implementing local capabilities and technologies.
The app is available in iOS, Android and Huawei operating systems. It allows consumers and guests to have the same user experience across their journey with different service modes.
📈 Business Impact
More than a quarter of the sales at competitor’s restaurants in several markets are now coming through digital channels. Furthermore, the QSR consumer is expecting a quick and seamless digital experience, wherever they are.
The RBI solution allows franchisees to increase their digital sales across all channels - mobile ordering, kiosk, among others - by allowing for new and more convenient ways of ordering as well as providing offers exclusively for these channels. Not only does it allow to better access its customers directly through CRM tools (push notifications, e-mail marketing, etc), but also get to know them better by their preferences and order history.
📱 UX/UI screenshots & User Flow
- Signing in / Signing up
➡ 🍔 Burger King UX/UI for Signing up
➡ 🐓 Popeyes UX/UI for Signing up
➡ 🍔 Burger King UX/UI for Signing in
➡ 🐓 Popeyes UX/UI for Signing in
- Ordering
➡ 🍔 Burger King UX/UI for Pick-up scenario
➡ 🐓 Popeyes UX/UI for Pick-up scenario
➡ 🍔 Burger King UX/UI for Delivery scenario
➡ 🐓 Popeyes UX/UI for Delivery scenario
- Loyalty
➡ 🍔 Burger King UX/UI for not signed in scenario
➡ 🐓 Popeyes UX/UI for not signed in scenario
➡ 🍔 Burger King UX/UI for Rewards scenario
➡ 🐓 Popeyes UX/UI for Rewards scenario
➡ 🍔 Burger King UX/UI for Rewards during ordering scenario
➡ 🐓 Popeyes UX/UI for Rewards during ordering scenario
🛵 Mobile Ordering
Metrics
RBI’s Acquisition, Conversion & Retention teams all work with the end goal of increasing digital sales across channels. Certain KPIs are used to track the performance, such as:
Monthly Average Users (MAUs) - to keep track of the number of users accessing the Web/App. A benchmark comparison is made across markets and with competitors
Conversion Rate - E2E conversion rate to see the percentage of users who go through the whole flow until order confirmation
Frequency - allows for the monitoring of users who keep coming back after a certain period of time
⌨ Content Management System
Sanity is the Centralized Content Management System that RBI uses. It holds all restaurant information, including service modes, coordinates, opening hours and enabled services, as well as all menu information, including combos and coupons.
A Centralized Content Management System means that all content for all channels can be managed through one CMS. For example, if you’d like to change the description of one of your menu items, you log into the CMS and change it once for all the channels - website, app and kiosk. All menu items, marketing tiles, coupons, static pages, etc. live in the same place and only need to be configured once.
In a nutshell, you can customize your entire Website, App or Kiosk in this platform.
Furthermore, RBI has a Knowledge Base for FZ’s to learn how to use the CMS platform at their own pace - you are currently in that space. This Knowledge Base:
Is frequently updated
Mitigates the risk of your personnel turnover
Allows re-reading multiple times
🗃 Monitoring
Datadog is a monitoring and analytics tool for IT and DevOps teams that can be used to determine performance metrics as well as event monitoring and alerting for infrastructure and cloud services. The software can monitor services such as servers, databases and tools. Datadog has been recognized as a Leader in the 2022 Gartner® Magic Quadrant™ for Application Performance Monitoring and Observability.
Datadog is able to track common infrastructure metrics like CPU Usage, Memory Usage, Disk I/O rates, etc. It serves a central location for viewing current and historical data on what has been going on with infrastructure and individual services at a certain point in time for troubleshooting and data gathering purposes. Furthermore, it allows to create custom alert setups for monitoring and alerting.
RBI manages this component as part of the SaaS model.
🚔 Security
The security team in the US uses several different tools to maintain and resolve, the main ones being:
Snyk - finds and provides suggested remediation for remediation for vulnerabilities found in applications code, open source dependencies, container images, infrastructure as code, etc. Scans the source repositories themselves.
Netskope - Scans cloud infrastructure and resources themselves on a per AWS account basis for compliance against best practice rules.
QRadar - Security Information and Event Management (SIEM) tool that collects log data from multiple sources, including most of our cloud infrastructure resources to be able to analyze data and find potential compliance issues.
AWS Advanced Shield - Advanced DDoS (Directed Denial of Service) protection on the endpoints. It is able to detect and put into place firewall rules to block malicious traffic. Includes AWS Solution Response Team (SRT) support to act and work with RBI on solutions for potential attacks.
RBI manages this component as part of the SaaS model.
👩⚖️ Legal
Data is hosted by AWS - Amazon Web Services. It’s the world’s most comprehensive and broadly adopted cloud platform, offering over 200 fully featured services from data centers globally. Millions of customers - including the fastest-growing startups, largest enterprises, and leading government agencies - are using AWS to lower costs, become more agile, and innovate faster. The collected data is encrypted (https://docs.aws.amazon.com/amazondynamodb/latest/developerguide/EncryptionAtRest.html) and stored in our' data centers in North Virginia, Frankfurt or Singapore, depending on your geography.
Nutritional information is also updated according to legal requirements in each market.
🗺 Localization
RBI’s solution is live in the following languages:
English
German
French
Italian
However, translation services are available and any language can be supported.
🙋♀️ Guest Support
RBI currently offers two methods for guest support:
via Form - where the guest must fill out:
Name
E-mail
Restaurant Location
Order Data
Description of issue
- where a ticket will be created in Zendesk, which will be handled by a guest support agent. Typically, a partial refund, loyalty points or an exclusive offer will be issued.
via Chatbot - where the user will give out the same information via chat and the robot is able to issue a partial refund, loyalty points or an exclusive offer without creating a ticket.
Guest Support entails a separate cost model and is thus not included by default on the offerings of the RBI solution.
🖱 Test our Platform
🍔 Burger King US: https://www.bk.com/
🐓 Popeyes US: https://www.popeyes.com/
For enquiries, contact: Francisco Fernandes - ffernandes@rbi.com