Delivering Delight Beyond Food: How a Customer Insight Tool Helped Power Growth for a Food Delivery Giant
Client Overview
The client is a leading global online food ordering and delivery platform with operations spanning over 6,000 cities worldwide. The company offers diverse delivery methods and serves millions of customers through its highly scalable digital platform. Headquartered in the USA, the organization has become a household name, connecting restaurants and consumers with seamless, efficient, fast service. The company is committed to providing a superior user experience and improving the efficiency of its internal processes through advanced technological solutions.
Beyond the Menu: Building a Data Lens for the Non-Restaurant Experience
Quantify the End-to-End Customer Experience:
Capture measurable insights from app entry to post-delivery to understand how users engage with the Non-Restaurant (grocery and retail) segment.
Ensure Seamless Discoverability:
Determine whether the product catalog was rich and diverse enough to meet user needs, and whether users could find the SKUs they were looking for with ease.
Track Behavioral Engagement Metrics:
Monitor key actions like product views, add-to-cart rates, and conversion drop-offs to understand user intent and friction points.
Identify Journey Bottlenecks:
Pinpoint where customers dropped off, whether during product search, cart building, checkout, or post-order to optimize these interactions.
Enable Real-Time, Region-Specific Insights:
Equip cross-functional teams and regional leads with data to make timely, experience-led decisions tailored to specific geographies.
Maintain a Positive Restaurant Order Experience:
Ensure that enhancements to the Non-Restaurant journey didn’t compromise the performance or UX of the core restaurant delivery flow.
Establish a Continuous Feedback Loop
Build a scalable, data-driven mechanism that supports ongoing experimentation, experience refinement, and operational efficiency.
Unpacking the Experience: A Funnel-Led, Metric-Driven Insight Engine
To ensure the success of this strategic shift, a comprehensive Customer Order Funnel Insight Generator was developed. The solution focused on dissecting and measuring the complete customer journey for the Non-Restaurant segment.
SKU Discoverability
The rate of items added to cart at various user touchpoints highlighted the effectiveness of product discovery and app navigation.
Cart and Checkout Flow
Conversion rates were tracked from browsing to checkout and final order placement to assess friction in the funnel.
Post-Order Experience
Metrics like delivery delays, defect rates, and complaint frequency ensured post-purchase satisfaction was also monitored.
From Metrics to Momentum: Driving Growth with Real-Time Experience Intelligence
The Customer Order Funnel Insight Generator delivered powerful outcomes across the board:
Rapid Grocery Business Growth:
We helped scale the client’s grocery business from a $1M to a $3M/month revenue stream, tripling their monthly earnings in this new vertical.
Granular Visibility
Teams gained clear visibility into how users engaged with each stage of the new Non-Restaurant order funnel.
Data-Backed Decision-Making
From pricing strategy to catalog enhancement, the dashboard empowered leadership with the insights needed to fine-tune the experience.
Faster Issue Resolution
In Chile, the dashboard helped uncover catalog availability gaps, prompting immediate action to rectify customer drop-offs.
Improved Conversion & Customer Value
By optimizing the journey based on real metrics, the business saw improved conversion rates, fewer complaints, and higher average order values, especially important in a segment known for larger carts and frequent purchases.
About Indium
Indium is an Al-driven digital engineering company that helps enterprises build, scale, and innovate with cutting-edge technology. We specialize in custom solutions, ensuring every engagement is tailored to business needs with a relentless customer-first approach. Our expertise spans Generative Al, Product Engineering, Intelligent Automation, Data & Al, Quality Engineering, and Gaming, delivering high-impact solutions that drive real business impact.
With 5,000+ associates globally, we partner with Fortune 500, Global 2000, and leading technology firms across Financial Services, Healthcare, Manufacturing, Retail, and Technology-driving impact in North America, India, the UK, Singapore, Australia, and Japan to keep businesses ahead in an Al-first world.
