Chop'd (WE ARE Spectacular)
Having had numerous requests for nutritional information, salad restaurant chain Chop'd decided it had to do something to make the tables simpler to decipher and understand particularly for its ‘create your own product' range.
Tasked with the wider development of the website, digital agency WE ARE Spectacular made viewing menus online easier for the customer by creating a specific menu page for the ready-to-go items with the functionality to add, edit or remove each item individually as required, based on the changing seasonal menu. However, this did not solve the problem of how to display the create-your-own product. For this, the agency developed an interactive and fun application where customers build their salad using a spin-wheel displaying the various options at each stage.
As users choose options, the nutritional information is calculated in real time with a running total provided. The calculator has been a success with an average of 115 customers using the app each day. Furthermore, the average time spent on the page is 2:10, 56% higher than the site average and the ‘buy' function mid-April and this has increased unique page views by 22.61% and time on the page by 1.11%.
The judges were impressed by the smooth technical capability of the app, which made a potentially confusing calculation straightforward and simple to understand, as well as its additional features such as social media integration and purchasing potential.