Thought Logic’s team of service process experts brought cross-functional expertise to successfully co-create tech-enabled service design solutions that support Chick-fil-A’s growth. Our team followed a robust innovation methodology to fully understand pain points from multiple perspectives and personas, then collaboratively co-created solutions through in-person immersive sessions, cross-continent digital brainstorming, and physical prototyping sessions in restaurant simulators.

Five personas were developed—consumer, staff, operator, headquarters staff, and partners—to secure comprehensive value chain input and buy-in across the organization. Additional roadshows, focus groups, and video spotlights were incorporated to discuss brand impacts with Executive Committee members, preview early prototypes with innovation champions across the chain, and gauge receptivity and comfort among select consumers nationwide.