CKE (Carl's Jr/Hardee's) challenged our team at 72andSunny to identify an idea for increasing revenue and driving brand relevance without impacting existing business systems or franchise operations.
To achieve this, I collaborated with the Head of Digital Production and Chief Innovation Officer at 72andSunny to plan and design a mobile-first subscription service. We identified the opportunity to leverage CKE's new value meal product offering in combination with popular mobile payment platforms and a subscription service model to capture a greater share of the existing fast food market.
By understanding the motivating factors, habits and eating behaviors of our target audience, we were able to design a mobile-first model that ultimately benefitted both the business (by increasing market share) and the customer (by offering a significant value discount in exchange for subscription sign up).
After completing an initial venture design and prototyping process we presented the business model and recommendations to executive leadership and handed off the idea for internal development.