In this example, we’re looking at a family considering Fast Food destinations.
Their consideration period is likely short, as they only seek out the experience when their need state (hunger or need for a pick-me-up) strikes.
The lens through which we’re creating this journey is a dad with one child (The Palmer Family). He’s stopped in because the kid is getting fussy, there are no snacks in the car, and Dad could use some caffeine after a long day out.
The journey is detailed on the next page, but as always is also available for download at CXThatSings.com/Resources.
Fast Food Drive Thru Journey Map Text
For those who may have an issue reading the Customer Journey image on the next few pages, I’ve included the raw text below:
Persona: The Palmer Family (Kenny Palmer, father)
Persona Goals:
- Kenny loves having a hassle-free option for those moments when they need to tick dinner off the list (with the added bonus of being a quick way to comfort the kids if they need some cheering up, or even as a treat for good behavior).
- His kids are 14, 6, and 3 - with an age range that big it can be hard to find a restaurant that satisfies everyone's wants and needs.
Phase: Enter
Verbatim (Think):
- Is it busy? If not, I can relax. If it is busy, I get stressed thinking about how I'm going to find a seat and how to get my food from the counter to the seat while juggling the kids.
Customer Actions (Do):
- Observe the state of the restaurant
Pain Points (Stop):
- The stores are usually overcrowded. I know everyone loves to eat here, but it makes my whole experience stressed because the staff isn't clearing tables as fast as they need to, so we can find a table that will fit the whole family.
Goals:
- Find the shortest line.
Touchpoints:
- Window Stickers
- Internal Posters (upon entering)
- External Posters
Emotional Journey:
- Distraction, unease
Ideas / Opportunities:
- Have employees take orders at tables when it's crowded.
Phase: Order
Verbatim (Think):
- How long is the line? Sometimes it's nice to have a medium sized line because it gives me time to decide what to get. But then the kids can get antsy.
Customer Actions (Do):
- Get in line and observe the store
- Think about what they'd like to eat and what the kids need
- Keep the kids entertained while waiting and ordering
Pain Points (Stop):
- I wish the food menu was a little bigger and didn't have so many products - it's hard to tell what's new or freshly made. I feel a lot of pressure when it's my turn so I just get the same old thing because I'm not sure what's new to try.
Goals:
- Understand what's on the menu, how much it costs, what's new, and what might appeal to the kids.
Touchpoints:
- Menu board
- Cashier
- Cash register
Emotional Journey:
- Feeling rushed to make a decision
Ideas / Opportunities:
- Create a streamlined menu that's easier to read quickly.
Phase: Pay and Find a Seat
Verbatim (Think):
- I need to know how long it's going to take before they have my order ready.
Customer Actions (Do):
- Complete order
- Complete payment
- Navigate the restaurant and find a seat
Pain Points (Stop):
- It gets really crowded in the order collection area because there's too many people and there's not enough space. I wish they would just bring it out to me so I can get the kids settled before I have to think about dishing out the drinks and snacks.
Goals:
- Get the order completed quickly and accurately.
- Find a seat that's a good fit for everyone. Clean the table if needed, grab napkins, ketchup, straws, etc.
Touchpoints:
- Menu board
- Internal posters
Emotional Journey:
- Feeling stressed out because I can’t find a clean, empty table and I don’t know when I’ll get my food.
Ideas / Opportunities:
- Bring food out to customers when it's busy.
Phase: Eat, Exit
Verbatim (Think):
- I want to enjoy my food and spend some uninterrupted bonding time with my family.
Customer Actions (Do):
- Get food distributed to everyone and make sure everything's there.
- Eat
- Consider dessert or additional items
- Talk with friends and family
- Read phone, check emails, go online to keep themselves entertained
- Get trash cleaned up
Pain Points (Stop):
- It's nice when we're eating, but the real problem is when it's time to leave. It's hard getting everyone's stuff together, thrown away, make sure no one has lost anything, and everyone's had enough to eat.
Goals:
- Enjoy their food and the experience
- Get out of the store as quickly and as easily as possible
Touchpoints:
- Food packaging
- Sauce station
- Internal poster
- Kids Meal activity
Emotional Journey:
- Feeling happy to be spending some family time together, having fun and eating delicious food.
Ideas / Opportunities:
- Have employees collect trash.
Phase: After Visit
Verbatim (Think):
- I had a really nice time, the food was great, and we should go back.
Customer Actions (Do):
- Think of this restaurant the next time she wants to find a quick, cheap meal solution for the whole family to enjoy.
Pain Points (Stop):
- "We're always looking to save some cash but this restaurant can be a splurge. If there were more coupons we'd probably visit more."
Goals:
- Remember a fun and delicious experience
- Reconsider the restaurant for a repeat visit
Touchpoints:
- Social media
- Website
Emotional Journey:
- Feeling happy about our experience and ready to visit again soon.
Ideas / Opportunities:
- Send coupons to customers based on their recent orders (start loyalty program to get this data).