Portillo's is home to America's favorite Italian beef, burgers, salads, Chicago-style hot dogs and chocolate cake.

CUSTOMIZED ORDER-AHEAD WEBSITE & APPS

Named the best fast casual restaurant in the country by TripAdvisor, Portillo’s boasts more than just delicious food — they also have some of the most loyal fans in the restaurant industry. To keep those devoted customers satisfied and the location count growing at a continued rate of 15% each year, Portillo’s was looking to evolve their digital ecosystem and consumer experience.

HATHWAY + PORTILLO'S

While Portillo’s had previously been powering their website and apps with the Olo white label products, they were now looking to evolve their digital maturity, focusing on user experience, cohesive branding and new functional capabilities. As their strategic consulting partner, we collaborated with Portillo’s to determine the best way to develop a website and apps that incorporated a loyalty program, allowed for delivery and simplified the order-ahead process.

 

Strategy

At project inception, we held a partner workshop focused on the integration of both legacy and new technologies for POS
(point of sale), order ahead, loyalty, gift cards, surveys and email marketing.

Due to the large number of partners and stakeholders involved in the reinvention of the Portillo’s digital ecosystem, we also operated in a global program management role. As such, our team coordinated across all involved parties to select the appropriate loyalty program (Punchh) per business requirements, industry specialization and the Portillo’s current technology stack.

Design

Creating a custom-branded solution while staying true to the brand heritage was one of the core objectives during the design phase. Furthermore, extensive app and website requirements outlined in the strategy process helped guide our team’s UX and UI approach with a keen focus on shortening click paths and improving time-to-task.

The shift to this customized design framework allows Portillo’s to feature select products and promotions, provide upsell and cross-sell opportunities and bring delivery to the forefront of the apps and website via Olo Dispatch.

Testing & Launch

Prior to the official launch of the website and mobile applications, a private beta was released to 2,000 Portillo’s employees who provided critical feedback on each platform. This form of live testing allowed us to discover missed opportunities and disruptions in the customer journey.

We then used those learnings from the testing phase to apply necessary changes to the applications and website. This critical step helped us earn positive app ratings, reduce churn and provide a positive experience for Portillo’s customers.

THE END RESULT

The only group of people more excited than Portillo’s and Hathway were the customers themselves. Within the first 90 days, hundreds of thousands of people registered for an account to take advantage of the new loyalty and order ahead capabilities. One iOS user called the app “easy to use and visually stunning” while another stated that the app is a “must-have” for loyal customers.

 

While Hathway is thrilled with these initial results, we continue to seek out opportunities for growth and improvement with the ultimate goal of evolving the app and website commerce flow into a market-leading digital experience.

SERVICES

  • Customer experience strategy
  • UX/UI strategy and design
  • iOS and Android app development
  • Responsive web and mobile development
  • User testing and validation
  • Olo order-ahead integration
  • Punchh loyalty program integration
  • NomNom Experience Platform integration