| A | B | C | D | E | F | G | H | I | J | K | L | M | N | O | P | Q | R | ||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
1 | Competitive analysis | Compare the snack ordering experience of each competitor | |||||||||||||||||
2 | General information | UX (rated: needs work, okay, good, or outstanding) | |||||||||||||||||
3 | First impressions | Interaction | Visual design | Content | |||||||||||||||
4 | Competitor type (direct or indirect) | Location(s) | Product offering | Price ($ - $$$$) | Website (URL) | Business size (small, medium, large) | Target audience | Unique value proposition | Desktop website experience | App or mobile website experience | Features | Accessibility | User flow | Navigation | Brand identity | Tone | Descriptiveness | ||
5 | Doordash | Indirect | San Franciso, CA (HQ) | Food delivery app | $ (+fee, +tips) | www.doordash.com | Large (available in 4000+ cities in US) | People who want to have everyday food delivered to them | Offers food delivery from a variety of locations directly to you | Good + Nice website, a lot of options - Not as smooth experience as app | Outstanding + Smooth expereince + Easy to find what you want | Outstanding + Extensive online ordering options + See when to expect order and it's progress | Okay + Vision impaired options (by phone #) + Can be navigated by keyboard - Only available in English | Outstanding + Easy to find what you want and order it + Easy to see how your order is progressing | Outstanding + Simplifies extensive options into categories + Can sort items by many different options | Good + Consitent look across platforms + Clear what belongs to Doordash and what doesn't | The writing is clear and concise, but it is pretty bare. It gets out of the way to let you order your food, but there's not much room for personality | Outstanding + They give you a lot of information very well defined + Ordering process is clearly spelled out | |
6 | Alamo Drafthouse | Direct | Austin, TX (HQ) | In-theater dining, order ahead via app or website | $ | https://drafthouse.com/covid-safety | Medium (38 theaters) | People who want to have a full dining experience in the theater | A good atmosphere to enjoy snacks, food, beverages, and alcohol at your seat | Good + Visually appealing website + Menu easy to find and interesting - Menu only comes in a PDF and slow to load | Okay + Smooth navigation and flow - Menu hidden behind ticket purchase - Less brand influence than website | Okay + Pre-showtime online food ordering options - Food ordering hidden behind ticket purchase - Ordering during show done in person | Needs Work + Can be navigated with keyboard - Only available in English | Okay + User experience follows logical steps - App doesn't allow looking at menu before selecting seat | Needs Work + Web has clear categories - Web has more than 1 version of navigation - App does not have clear categories | Outstanding + Clear personality and consistent tone + Menu has fun movie references - App displays less of this personality | Written by someone who clearly cares about the movie experience and appreciation of movies. Fun humor | Outstanding + Clear information presented + Menu is very detailed + Offline ordering procedure clear | |
7 | AMC Theater | Direct | Leawood, KS (HQ) | Order movie snacks ahead via app or website | $ | https://www.amctheatres.com/food-and-drink/order-ahead | Large (950 theaters) | People who want to order snacks when they purchase their tickets | Snacks ready to go when you arrive at the theater, delivery to seat, and orders can be customized | Good + Very appetizing design + Easy to order food even without ticket - Basic menu is a PDF and doesn't have prices | Outstanding + Smooth expereince + Easy to order food even without ticket + Easy to see what is available at local theaters | Oustanding + Online ordering and order customization + Can order food even without ticket purchase - Ordering during show done at counter | Needs Work + Website is optimized for screen readers + Can be navigated by keyboard - Only available in English | Outstanding + Can look at menu at any point in process + Ordering follows logical steps + Easy to select what you want and order it | Outstanding + Simplifies snack options into categories + Able to navigate through web/app easily + Consitent navigation bars | Outstanding + Clear personality and consistent tone + Menu very appetizing and appealing | Clear and engaging writing. Friendly and professional. Description of food items is appetizing | Outstanding + Menu is very clear and detailed + Ordering process clear and detailed + Snack customization options clear | |
8 | Atom Tickets (AMC, Regal, Cinemark, +more) | Direct | Santa Monica, CA (HQ) | Order movie snacks ahead via app or website | $ (+fee) | https://www.atomtickets.com/help/entry/how-does-atom-work | Small (~30 employees) | People who want to order snacks when they purchase their tickets | Snacks ready to go when you arrive at the theater, a wider variety of participating theaters | Okay + Logical Design - No real menu or pictures of food - Basic and not much personality | Good + Intuitive app - No real menu or pictures of food - Basic and not much personality | Okay + Makes ordering at different theaters easy - Food ordering behind ticket purchasing - Not great menus | Needs Work - Only available in English - Not descriptive | Good + Clear and logical steps + Easy to get what you want - Food ordering hidden behind ticket purchase | Good + Navigation is consitent + Able to find different theater options easily | Good + Consitent look across platforms + Understandable design - Not much personality or brand uniquness | Writing is clear, but there is not much there unique to Atom. It gets out of the way to let you order your tickets and food | Okay + Ordering procedure is clear - Menu is bare bones, provides options but no details | |
9 | Cinemark | Direct | Plano, TX (HQ) | Order movie snacks ahead via app or website | $ | https://www.cinemark.com/food-drink/snacks-in-a-tap | Large (523 theaters) | People who want to order snacks when they purchase their tickets | Snacks ready to go when you arrive at the theater, and an option to have your snacks delivered to your seat | Okay + Website makes sense - Not easy to view food without ticket - Visually not that interesting | Good + Intuitive app and smooth experience - Not easy to view food without ticket - Visually not that interesting | Okay + Online snack ordering options - Food ordering behind ticket purchasing - Ordering during show done at counter | Needs Work + Can be navigated by keyboard - Only available in English | Okay + User experience follows logical steps - App doesn't allow looking at menu before selecting seat | Okay + Navigation makes sense + Able to navigate through web/app easily | Okay + Consistent across platforms - Food and menu could look better | There really isn't much personality. It seems to be mostly all about the business of selling tickets and snacks. Not negative, just not engaging | Good + Ordering procedure is clear + Simplify a lot of information clearly - Menu is bare bones, provides few details | |