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Food & beverage, Retail & E-commerce
MELLOW MUSHROOM + USERTESTING
How Mellow Mushroom doubled mobile orders and improved customer satisfaction
Image
Industry: Food & beverage, Retail & E-commerce
Company Size: Large
Role: Marketer
Customer Type: B2C
ABOUT MELLOW MUSHROOM
Mellow Mushroom Pizza Bakers is an American pizza restaurant chain, established
in 1974, and operates with more than 180 restaurants in 21 states.
MELLOW MUSHROOM ACHIEVED
2X
Increase in online and mobile orders
Increased customer satisfaction scores
4X
Faster mobile order completion time
CHALLENGE
For over 40 years, Mellow Mushroom Pizza Bakers have been serving up fresh,
stone-baked pizzas made to order in more than 180 restaurants in 21 states
across America.
Visual arts are ingrained in the chain’s culture. Its restaurants are
predominantly locally-owned and operated and all locations feature artwork by
local artists. Their online and mobile ordering app, however, lacked the same
visual and engaging experience. Additionally, they were not intuitive to use.
Given that today's customers increasingly expect flawless digital experiences
when ordering, Mellow Mushroom knew that it was imperative for them to close
these experience gaps to keep customers coming back happy.
Together with their partners at The Coca-Cola Company, they went straight to the
company they knew could help—UserTesting. They needed fast feedback and
actionable human insights to inform their decisions on what and how to fix the
digital experiences for their online and mobile customers.
SOLUTION
Working with UserTesting’s Professional Services team, the Mellow Mushroom and
Coca-Cola teams conducted a series of moderated studies. Each study was
created, launched, and completed within a matter of hours, providing fast
feedback to address Mellow Mushroom’s specific needs across every key aspect of
its online ordering and delivery process.
Among the key insights they discovered was that ordering from a mobile device
was time-consuming, too text-heavy, and didn’t align with Mellow Mushroom's
unique brand identity.
Study contributors struggled to understand options in the ordering process, or
even if their location accepted delivery or curbside pickup.
OUTCOME
The user insights helped shape Mellow Mushroom’s redesign of its digital
experience to be more visual and intuitive, making the ordering process faster
and easier to navigate.
For example, ordering online previously at Mellow Mushroom took a minimum of 16
keystrokes. On the new platform, guests can complete an order in as few as four
keystrokes.
A follow-up UserTesting study found the new design fit contributor impressions
of Mellow Mushroom as a fun and whimsical restaurant.
Since launching the new platform, Mellow Mushroom has seen mobile orders double,
and customer satisfaction scores increase.
Mellow Mushroom is also using the improved digital experience as a cornerstone
for its largest-ever branding campaign, the “Art of Mellow.” Ordering online
enters customers in sweepstakes to win a piece of signature art and other
prizes.
> “UserTesting provided us valuable insights that helped us take our platform to
> the next level for our guests. Our online business has more than doubled since
> March.”
>
> Ahsan Jiva
> Director, Digital Strategy and Analytics
MORE SUCCESS STORIES
* Food & beverageRetail & E-commerce
SUBWAY
With customer insights on the menu, the world’s largest franchise was able to
grow its loyalty program
See Story
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