Menu Boards: The Cost of Bad Design
Every good Product Team is looking for a way to evolve their product, elevate the state of their art, and gain a competitive edge. It is in their DNA. The problem is that, sometimes, better is worse.
A relatively new Quick Service Restaurant (QSR) chain recently opened its first location in my hometown. Always eager to embrace a new establishment - and captivated by the aroma of their hamburgers - I claimed my place on their drive-thru line.
The Menu Board and Ordering Experience
When I reached the front of the slow-moving ordering line, I began to examine their menu board, which consisted of four vertically-mounted digital displays. The voice of the order-taker soon came through the speaker asking for my selections.
I knew that I wanted one of those fine-smelling burgers and a chocolate shake. I also intended on finding something to bring back for my wife. As I continued to scan the menu board, I ordered the hamburger.
That is when an endless string of questions came up. Mayo? Mustard? Ketchup? Lettuce, Tomato, Onions? Ok, onions. Would you like sauteed or raw onions? White or Multi-Grain bun? Six different side options, and so on…
The order-taker was very regimented. I asked if I could just tell him what I wanted. He said “No” and advised me to follow the process on the menu board.
Ah, the menu board contained a banner horizontally spanning the top of the four displays, detailing each step of the complex ordering process, including options for the various items. Below this banner, the actual menu was vertically displayed on each panel, with no mention of these options.
The frustrated order-taker kept pumping me with questions while I tried to simultaneously answer his questions, read the horizontal banner, and scan the vertical displays. It was a bit overwhelming.
Frustrated, I pulled off the line without ordering.
The Cost of Bad Design
How long did my delay hold back the line? How much less revenue did the drive-thru window generate that hour because of my delay? How much revenue did it cost them to have me shop elsewhere, forever? What if you multiply these losses by 10,000 to account for all the other customers like me?
This business is certainly falling victim to the cost of bad design.
Empathy for The Product Team
As someone who has led Digital Signage Product Teams, I ultimately felt a sense of empathy for this product team.
Undoubtedly, they were driven to do great work. The problem (I imagine) they were faced with is, “How do you integrate a regimented Point of Sale workflow, complex food products options, and an expansive menu into a satisfactory drive-thru experience?”
Their solution was to try to integrate the Point of Sale workflow - with all of the possible permutations - into the menu board. It is a rational approach to improving the experience.
Where Did They Go Wrong?
My (educated) guess is that this team failed to get out of the building and test their “evolved’ workflow with real customers. It is a common failure of product teams, often caused through arrogance, haste, or pressure from senior leadership.
Regardless of the reason, a cost was paid for this bad design.
It is easy to convince yourself that your solution is an improvement, but you need to test it. Changing a consumer’s behavior is risky business and expecting them to adopt new drive-thru window behaviors is a big ask.
There is a reason why Burger King lets you “have it your way,” but never makes you “say it their way.”
Footnote:
In the months that followed, I occasionally cruised their parking lot to see if they corrected their problematic menu board.
About five months later, their menu board design had changed. It’s workflow now matches all of its competitors. I also notice that the lines are shorter.
Maybe I’ll try one of those delicious smelling burgers after all…