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Peppes Pizza noticed a drop in digital orders, while phone and in-restaurant orders kept growing. Customers found the app and website clunky, with too many hurdles that often led them to abandon their order. Picking up the phone, on the other hand, was quick, easy, and done in under a minute. The challenge was clear: how could we design a digital experience that feels just as fast and effortless as a phone call?
To get the full picture of how orders are placed, we spent a day observing both restaurant staff and customer service. This gave us valuable insights into the process from multiple angles — the customer experience, restaurant workflows, and the technical infrastructure tying it all together.
Through a workshop, we designed the ideal digital ordering journey. We mapped out which steps customers are motivated to take (and in what order), and which steps create friction but are essential for the restaurant. This allowed us to plan how to capture critical information without slowing down the customer unnecessarily.
A key part of the work was comparing phone orders to digital ones. Over the phone, customers can browse the menu in advance and quickly place their order, with details like delivery time and name confirmed at the very end. Digitally, some of these steps — like choosing a restaurant or entering an address — must happen earlier. The challenge was to make these moments as efficient and intuitive as possible, while ensuring the overall experience feels seamless.
A brand-new website and app, built on Peppes’ existing system. With simplified password-free login, smart pre-set choices, and a cleaner layout, ordering is now quick and effortless with minimal friction. Error messages have been replaced with helpful guidance from start to finish, reducing pitfalls and frustration. We continuously improve and reprioritize as we learn more and stay in tune with customer expectations.
Since the launch of the new app, user satisfaction has increased significantly — from below 2 stars in the App Store with the old version to 4.2 today. Customers also report a simpler and more reliable ordering experience.
Learn more about Peppes pizza here.