Competitive audit

Compare the purchasing experience through an app for new and returning users of the restaraunt

General information

Competitor type Location(s) Product offering Price Website

(direct or indirect) ($ - $$$$) (URL)

Burgers, fries, and

McDonalds direct Winter Garden, Fl $ mcdonalds.com
chicken options

Variety of pizza,
Domino's Pizza indirect $$ dominos.com
customization
Winter Garden, Fl

Burgers, fries,
Five Guys direct $$$ fiveguys.com
customization
Winter Garden, Fl
 Competitive audit
d returning users of the restaraunt

General information
First impressions
Business size
Target audience Unique value proposition Desktop website experience
(small, medium, large)

Outstanding
+ Well organized, easy navigation
+ Easy ordering
lower-middle class
McDonalds large fast service, constant quality
families

Good
+ Shows best deals on first screen
lower-middle class
Domino's Pizza large guarenteed short delivery time - Cluttered
families

Outstanding
Patrons 25-50 years
Fast food with sit down (Fast + Well organized, easy navigation
Five Guys large old, income of over
casual). Customization, fresh food. + Easy ordering
$100k
Competitive audit

First impressions

App or mobile website experience Features

Outstanding Good
+ Concise, not cluttered + reorder last meal,
+easy ordering + saved location for easy pickup, details for
McDonalds each item as well as daily deals, rewards
program as well
- No guest feature

Outstanding Good
+ Straightforward + Rewards program, good deals, coupons
Domino's Pizza -No guest feature

Outstanding Outstanding
+ Concise, not cluttered + saved location for easy pickup, details for
Five Guys
+easy ordering each item as well as daily deals, rewards
program as well, has guest feature
Competitive audit

UX
(rated: needs work, okay, good, or outstanding)
Interaction

Accessibility User flow

Needs work Good

- No audio option, no filters in place, no + Easy to use
translation button +Sraightforward, nothing special
McDonalds

Needs work Good

- No audio option, no filters in place, no + Easy to use
Domino's Pizza translation button +Sraightforward, nothing special

Needs work Good

- No audio option, no filters in place, no + Easy to use
Five Guys
translation button +Sraightforward, nothing special
 Competitive audit

UX
(rated: needs work, okay, good, or outstanding)
nteraction Visual design

Navigation Brand identity

Okay Outstanding
+ Very well organized + Well recognized logo, consistent across all platforms
- Forced to pick location before viewing menu
McDonalds -Constantly asked to sign in when trying to
order

Okay Outstanding
+ Very well organized + Well recognized logo, consistent across all platforms
Domino's Pizza - Forced to pick location before viewing menu
-Constantly asked to sign in when trying to
order
Outstanding Outstanding
+ Very well organized, allows guest feature, + Well recognized logo, consistent across all platforms
Five Guys
straightfoward
Competitive audit

Content

Tone Descriptiveness

happy, cheerful, inviting Outstanding

+ shows all details for item, concise until clicked
on
McDonalds

Lively, chaotic Good

+ Shows details
Domino's Pizza - Can't see unit you view your cart

Simple ,engaging, concise Outstanding

+ shows all details for item, concise until clicked
Five Guys
on