Chili's
Chili's digital guest experience transformation.
Credera partnered with Chili's to provide strategic, mobile, responsive, user experience, ecommerce and analytical services.
At a Glance
Brinker International is one of the world’s leading casual dining restaurant companies that owns, operates, and franchises more than 1,600 restaurants across 30 countries under the names Chili’s and Maggiano’s Little Italy. Brinker engaged Credera to work with Chili’s to increase online sales and enhance the digital guest experience. Credera brought strategic, mobile, responsive, user experience, ecommerce, and analytics expertise to the partnership with Chili’s. After implementation of website optimization and a mobile application, online orders experienced a 25% to 55% growth when compared to the previous year.
The Challenge
Inconsistent digital guest experience.
Brinker International knew they had an opportunity to increase Chili's online sales and enhance the digital customer experience. Credera’s team reviewed Brinker’s requirements and after several discussions suggested an approach that provided a consistent digital experience across multiple devices. There was a very real risk the desktop, tablet, and mobile experiences would have been inconsistent and fragmented were it not for the collaborative discussions initiated between Chili’s and Credera.
The Solution
Transforming chilis.com and chilistogo.com.
Credera facilitated a strategic process focused on transforming chilis.com and chilistogo.com. The team interviewed numerous Brinker employees and carefully reviewed existing technologies. The results suggested a multi-month roadmap that also allowed Brinker’s older platform to act as host to the newer technology in the interim. This decision enabled Brinker to achieve quick wins for the business and demonstrate value for the organization overall. The multi-month transformation is well underway.
The newest release includes a responsive website that allows customers to engage with the Chili’s brand, regardless of the device they choose to use. Credera provided all creative including the home page, product pages, cart, and checkout pages across mobile, tablet, and desktop breakpoints. The mobile applications within the app stores were recently updated to reflect the design changes. All changes were developed with legacy technology in mind, allowing Brinker to upgrade to a new platform over time.
The Results
Increased online sales up to 55%.
Increased Online Sales
After implementation, online orders experienced a 25%-55% growth when compared to the previous year
Enhanced Customer Engagement
The two original Chili’s sites now look like one, causing less guest confusion. The layout is seamless and Chili’s food takes center stage
Optimized Traffic Adaptability
Brinker’s online traffic shifts from heavy desktop use during the day to heavy mobile web use in the evening. The responsive design allowed Brinker to reduce the number of supported templates, resulting in a smaller codebase that more quickly adapts to changes
Improved Web Analytics
Newly available analytics have enabled Brinker to optimize the shopping process, resulting in increased sales and improved customer experience
Met implementation timeline
Strategy, design, and implementation efforts were agreed upon and outlined at the onset of the initiative. All activities were completed on time