Designing Oporto’s New Menu Experience
Problem
Oporto needed to adapt quickly to an increasingly mobile customer who spends less time engaged in the restaurant, reducing sales across the menu whilst increasing the cost of maintaining that fuller menu.
drive-thru sales have been increasing year-on-year, putting ordering under time pressure
digital ordering panels are reducing face-to-face sales engagement
online/in-app orders boomed during COVID
Pressure
The decline of traditional service channels harmed both Oporto’s sales and brand, as more rushed, less engaged consumers defaulted to simpler sandwich options rather than the flame-grilled chicken that sits at the heart of Oporto’s DNA.
Solution
3 design sprints that were held in working stores with customers and staff, exploring/trialling changes to digital menu boards, point-of-sale, online UX, environmental design and advertising.
The Impact
We delivered a totally new menu UX and design that increased sales of flame-grilled chicken by 12% and sides by 18% during pilots.
The new design system has since been incorporated into all Oporto brand communications.
