Chick-fil-A
A fast food chain whose mobile app handles ordering, checkout and loyalty rewards.
Chick-fil-A's app payment screen led customers to think only the loyalty card was accepted, which hurt cart conversions. An A/B test of new layouts and CTAs lifted credit card payments 6% and cut related complaints to 0. Lesson: show every accepted payment method clearly at checkout, and use customer confusion complaints as a source of test ideas.
- Loyalty card looked like the only option
- Customers thought other methods unaccepted
- Cart conversions dropped
- Other payment options made clear
- Layout and button label changed together
- Credit card payments up 6%
Credit card payments up 6%, complaints cut to 0
From Chick-fil-A payment screen A/B test
What was said about Chick-fil-A
Chick-fil-A fixed a payment screen that implied only the loyalty card worked. The app's payment layout made customers think the loyalty card was the only accepted method, which lowered cart conversions. New layouts and CTAs made the other options clear, lifting credit card payments 6% and cutting customer complaints about the confusion to 0.
The team did not just reword a button. They tested layouts and CTAs together, changing both how the options were arranged and how the action was labeled. Complaints served as the source of the hypothesis and as a second success metric. The lesson: check whether any checkout step, such as leading with a loyalty card, reads as a requirement rather than an option.
Version A and version B as Chick-fil-A tested them.
Optimizing clarity of payment options: Chick-fil-A's A/B test
Its app's payment screen made customers think only the loyalty card was accepted, which lowered cart conversions. New layouts and CTAs clarified the options, lifting credit card payments 6% and cutting complaints to 0.
Chick-fil-A fixed a payment screen that implied only the loyalty card worked. The app's payment layout made customers think the loyalty card was the only accepted method, which lowered cart conversions. New layouts and CTAs made the other options clear, lifting credit card payments 6% and cutting customer complaints about the confusion to 0.
The team did not just reword a button. They tested layouts and CTAs together, changing both how the options were arranged and how the action was labeled. Complaints served as the source of the hypothesis and as a second success metric. The lesson: check whether any checkout step, such as leading with a loyalty card, reads as a requirement rather than an option.
Version A and version B as Chick-fil-A tested them.
How Todd Graves Built Raising Cane's
It is the only quick-service chain ahead of Raising Cane's in unit volume.
More in Food & Drink
Food & DrinkDoorDash
A delivery app for restaurants, groceries, convenience, alcohol and retail, with the DashPass membership.
6 sources · 43 tips
Food & DrinkYelp
A local business review and discovery app for restaurants, services and shopping.
2 sources · 14 tips
Food & DrinkGrubHub
A food delivery marketplace that connected diners with restaurants and took payments.
4 sources · 9 tips
Food & DrinkMcDonald's
A global fast food chain built on franchised restaurants and company-owned real estate.
3 sources · 13 tips
Food & DrinkCoca-Cola
A global beverage company that sells cola syrup to franchised bottlers and builds its brand through advertising.
2 sources · 16 tips
Food & DrinkStarbucks
A global coffeehouse chain selling espresso drinks, beans and food, with a large mobile ordering app.
2 sources · 15 tips
Food & DrinkRaising Cane's
A chicken finger restaurant chain built on one craveable menu and company-owned locations.
2 sources · 17 tips
Food & DrinkWhole Foods Market
A natural and organic grocery chain founded in Austin, Texas, later bought by Amazon.
2 sources · 18 tips