Understanding the Discover Phase in Product Innovation

    The Discover Phase in product innovation is about deeply understanding the customer—their behaviors, preferences, and choices. Before developing solutions, we need to immerse ourselves in the customer’s world, observing and engaging with them to frame the right problems.

    My field observations were essential in gaining insight into customer behavior. At Chick-fil-A, I saw that most customers dined in groups, with the inviting atmosphere encouraging conversation. Few chose healthier options, showing that brand expectations often drive menu choices. At Taco Bell, I observed quick, transactional visits with little social interaction, emphasizing convenience over healthy eating. In contrast, CAVA’s open, bright design attracted health-conscious customers who valued the overall dining experience and enjoyed lingering to socialize.

    A key insight from these observations was the relationship between a restaurant’s physical environment and the customer experience. The more inviting and open a space felt, the longer customers were willing to stay and engage socially. At Chick-fil-A, where booths and tables encouraged group interaction, I noticed that customers seemed more inclined to eat inside, take their time, and enjoy the company. In contrast, the fast-food model at Taco Bell, with a focus on efficiency and quick transactions, resulted in customers opting for convenience over comfort, making their visits brief and isolated.

    After these observations, I conducted interviews with millennials and Gen Z customers who prioritize health-conscious dining. I wanted to explore why they preferred fast-casual environments over traditional fast food. What stood out was the importance of healthy options in shaping their dining decisions. Many expressed that they felt more likely to return to fast-casual places like CAVA because the healthy offerings aligned with their dietary preferences. These customers also appreciated environments that felt aligned with their lifestyles—clean, modern, and social.

    Reflecting on these findings, I began to see how the alignment between brand identity and customer expectations shapes the overall experience. A place like CAVA, which focuses on health, attracts a customer base that values those same elements. The inviting, social environment reinforces that identity, encouraging customers to stay longer, socialize, and feel good about their choices. On the other hand, fast-food environments that prioritize speed and indulgence cater to a different set of customer values, where convenience and quick satisfaction are key drivers.

    Interestingly, my interviews also revealed that physical environment plays a significant role in decision-making, but not always in obvious ways. Some customers noted that they were more likely to choose a sit-down meal if the space felt welcoming and calm, but if they were in a rush or didn’t care about the atmosphere, they would simply opt for drive-thru or takeout. This duality suggests that even within the same customer group, context heavily influences how they engage with a restaurant.

    The Discover Phase helped me understand how critical it is to align the physical environment, menu offerings, and brand identity to create a cohesive customer experience. It reinforced that innovation begins with empathy—truly seeing the world through the customer’s eyes. By observing and engaging with customers, I was able to gain meaningful insights into their needs, preferences, and motivations, laying the foundation for future innovation.