California Pizza Kitchen
How building a new digital ecosystem fueled CPK’s recovery, and future
In a world where dine-in went digital overnight, California Pizza Kitchen’s global prominence was being pressured to the brink of bankruptcy. Our challenge was to cook up a digital experience ripe with customization, usability and ease of ordering at speed and scale.
75%We sped up conversion from 20 clicks to just 5
17%Increase in conversions
100%Increase in loyalty signups
Olo, Paytronix, and CPK’s Database: Baking 3 into 1
CPK had their own marketing site that they controlled internally, but their online ordering and CRM were independent sites driven by their own services (OLO and Paytronix respectively). Our chief engineering challenge was to devise a method of taking three separate services and baking them into a single, cohesive UX.
“I want to share our appreciation for all the hard work your teams put in to bring the CPK project across the line.”
Through art direction, photography and video, we redesigned the CPK experience — yellow-gold to represent the sun, pops of art that reminisce the culture of LA and long, warm shadows for the menu items that evoke the feeling of afternoon light on Laguna Beach.
Creating conversions, with velocity
CPK’s order flow felt cumbersome and lacked efficiency. We designed a new flow optimized for speed and clarity, dropping the fastest checkout from 20 clicks to 5.
Customization is king
Give the people what they want. By modernizing the data infrastructure, users can begin an order from anywhere on the site, quickly survey the menu and craft a pizza (or anything else they desire) to their exact specification in a much tastier, timelier fashion.
Brand loyalty is royalty
Quicker, cleaner checkouts make the re-ordering process simple and seamless — this means more repeat customers, and a measurable (100%) lift in loyalty memberships.
Fresh food, fresh filters, fresh flow
Hunger loves speed. We are continuing to optimize and simplify the order flow by creating functional filters that seperate menu items on the basis of things like nutritional information and dietary restrictions.
Simplifying Technical Infrastrcture
CPK had hundreds of restaurants across the globe using different services and datasets. We solved this by building new data structures to unify the UX, supporting a fresh and improved marketing site, which bridged the gap between all of their different franchise and account management systems.
What we did
- Brand Strategy
- Audience Strategy
- UX Strategy
- User Testing
- Content Strategy
- Photo and Video Production
- Brand Design
- UI/UX Design
- Art Direction
- Interaction Design
- Technical Architecure
- Web and Mobile Development
- API & CMS Development
- Manual and Automated QA