Guzman y Gomez (GYG)

Increasing sales by enhancing GYG’s GOMEX loyalty platform leveraging social media and healthy eating trends

Led the researched into how GYG could enhance their GOMEX platform to entice more repeated visits that is powered by social media trends, and the rise of healthy eating in its main demographic.

PROJECT

Role

Lead Product Designer

Team

Myself

Tools

Figma, Google AI Studio & Photoshop

Guzman y Gomez (GYG)

Increasing sales by enhancing GYG’s GOMEX loyalty platform leveraging social media and healthy eating trends

Led the researched into how GYG could enhance their GOMEX platform to entice more repeated visits that is powered by social media trends, and the rise of healthy eating in its main demographic.

PROJECT

Role

Lead Product Designer

Team

Myself

Tools

Figma, Google AI Studio & Photoshop

OVERVIEW & OPPOTUNITY

GYG has an opportunity to capitalise on the massive rise of healthy eating content on social media to drive sales through its GOMEX loyalty platform

I believe GYG finds itself in a unique position in the Australian fast food market to expand its rewards program into something more enticing. GOMEX is GYG's loyalty platform that offers $10 off their next order once they have spent $150 to get 10 GYG dollars.

While this is standard among rewards programs, GYG can leverage its popularity with 18-30 year olds (its core demographic), and its own slogan "Clean is the new healthy" — a slogan it already backs up through its sports sponsorships, literally showing up at sporting events with food. GYG shares the same demographic that is driving the massive rise in healthy eating content like low calorie/high protein & 'What I eat in a day' trends. It is the same demographic that likes sharing their Strava running streaks or language learning streaks (Strava/Duolingo), and loves stat recaps like Spotify Wrapped.

GYG has the opportunity to turn GOMEX into a rewards program that gets increase usage driven by the social media trends, and the increase of healthy eating and healthy food content. So how does GYG enhance their GOMEX to make it beneficial for them but also for the customers?

OVERVIEW & OPPOTUNITY

GYG has an opportunity to capitalise on the massive rise of healthy eating content on social media to drive sales through its GOMEX loyalty platform

I believe GYG finds itself in a unique position in the Australian fast food market to expand its rewards program into something more enticing. GOMEX is GYG's loyalty platform that offers $10 off their next order once they have spent $150 to get 10 GYG dollars.

While this is standard among rewards programs, GYG can leverage its popularity with 18-30 year olds (its core demographic), and its own slogan "Clean is the new healthy" — a slogan it already backs up through its sports sponsorships, literally showing up at sporting events with food. GYG shares the same demographic that is driving the massive rise in healthy eating content like low calorie/high protein & 'What I eat in a day' trends. It is the same demographic that likes sharing their Strava running streaks or language learning streaks (Strava/Duolingo), and loves stat recaps like Spotify Wrapped.

GYG has the opportunity to turn GOMEX into a rewards program that gets increase usage driven by the social media trends, and the increase of healthy eating and healthy food content. So how does GYG enhance their GOMEX to make it beneficial for them but also for the customers?

SOLUTIONS

Enhanced GOMEX loyalty platform that offers frequent and long term customers rewards through streaks & builds value through stats driven.

An uplifted GOMEX reward platform that features ordering streaks, badges and statistics of ordering.

Achievements & Stats page

Titles

Streak

Badges

SOLUTIONS

Enhanced GOMEX loyalty platform that offers frequent and long term customers rewards through streaks & builds value through stats driven.

An uplifted GOMEX reward platform that features ordering streaks, badges and statistics of ordering.

Achievements & Stats page

Titles

Streak

Badges

RESEARCH

The fast food rewards market

When we have a look at where GYG's reward program fits in the market - its quite common to be give discounts based on a point system. One fast food reward that stood out is Fishbowl provides $5 off if you run 5K in your Strava but also doing community challenges.

RESEARCH

The fast food rewards market

When we have a look at where GYG's reward program fits in the market - its quite common to be give discounts based on a point system. One fast food reward that stood out is Fishbowl provides $5 off if you run 5K in your Strava but also doing community challenges.

RESEARCH

GYG values

Looking at the data we can see why GYG is so uniquely positioned for this.

Over 60.7% make up the main driving demographic that is driving the same social media content and healthy eating.

When we look at the app, users spend more 17% time on the app than in-store and the it has 1.7 million downloads.

The franchise is also expanding like crazy with a growth of 18-20% YoY and opening 30-40 stores a year.

RESEARCH

GYG values

Looking at the data we can see why GYG is so uniquely positioned for this.

Over 60.7% make up the main driving demographic that is driving the same social media content and healthy eating.

When we look at the app, users spend more 17% time on the app than in-store and the it has 1.7 million downloads.

The franchise is also expanding like crazy with a growth of 18-20% YoY and opening 30-40 stores a year.

SOCIAL MEDIA

Healthy food content

According to TikTok, the health-and-wellness food category has grown +64% year-on-year, with gut-health content up +93% and this sits alongside a wider protein boom, where 71% of consumers are now actively seeking more protein. With GYG brand core value of being clean and the fact they partner with a lot of athletes as a fast food for choice for post workout, With GYG's core value of being clean, and its partnerships with athletes as the post-workout fast food of choice, GYG can use this cultural shift as a driver of repeat visits — as evidenced by the social content below, which has amassed over 1.5m+ views.

GYG not only already has a big impact from content creators in the healthy gym-fitness scene but because of how clean it is, its competitors get the opposite: memes spawning about how they impact people's stomachs after eating.

In comparison here's how people feel after eating GYG:

“one of the few fast foods he can eat often without feeling sluggish, and as a keen gym-goer, he loves that they have “amazing macros and calories,”’

Quote from the news.com.au from Tyler Carroll who ate GYG every day for a year

SOCIAL MEDIA

Healthy food content

According to TikTok, the health-and-wellness food category has grown +64% year-on-year, with gut-health content up +93% and this sits alongside a wider protein boom, where 71% of consumers are now actively seeking more protein. With GYG brand core value of being clean and the fact they partner with a lot of athletes as a fast food for choice for post workout, With GYG's core value of being clean, and its partnerships with athletes as the post-workout fast food of choice, GYG can use this cultural shift as a driver of repeat visits — as evidenced by the social content below, which has amassed over 1.5m+ views.

GYG not only already has a big impact from content creators in the healthy gym-fitness scene but because of how clean it is, its competitors get the opposite: memes spawning about how they impact people's stomachs after eating.

In comparison here's how people feel after eating GYG:

“one of the few fast foods he can eat often without feeling sluggish, and as a keen gym-goer, he loves that they have “amazing macros and calories,”’

Quote from the news.com.au from Tyler Carroll who ate GYG every day for a year