CASE STUDY

Delivering a Satisfying Customer

Experience with Kiosks Based on
Intel® Core™ Processors
Intel® Core™ i5 Processors
Workplace Transformation
Retail/Hospitality

As the parent company for Hardee’s*, Carl’s Jr.*, Green Burrito*, and Red Burrito*,
CKE Restaurants Holdings, Inc., owns, operates, and franchises some of the most
popular brands in the quick-service restaurant industry. To improve the customer
experience, the company recently implemented new customer ordering kiosks
with large, touch-based screens in several Hardee’s restaurants. Based on Dell
OptiPlex* All-in-One PCs equipped with Intel® Core™ i5 processors, the new kiosks
help speed the ordering process, which improves customer satisfaction and
allows Hardee’s to serve more people per day. The kiosks also make it simple for
customers to customize their orders and choose additional menu items, which
should help further boost sales.

Challenges
• Enhance the customer experience. Provide an engaging, interactive experience
as customers select food and beverages, and enable customers to speed up the
ordering process.
• Boost sales. Make the most of upsell opportunities and serve more customers
per day.
• Accommodate changing customer preferences. Cater to customers who
increasingly prefer using technology for retail and restaurant transactions.
• Control costs. Deploy robust, reliable kiosks that can provide a responsive,
interactive experience without the costs of using proprietary systems.

Solution
“Because the kiosk order
• Dell All-in-One PCs with Intel Core i5 processors. Hardee’s deployed customer
goes straight to the kitchen, kiosks based on Dell OptiPlex 3030 All-in-One PCs equipped with Intel Core i5
customers can receive their processors and running the Windows* Pro 8.1 operating system. Customers use
the PCs’ 24-inch touch screens to make menu selections.
food faster than if they
had waited in line.” Technology Results
• Flexible use of kiosks. Using full PCs with powerful Intel® processors and a Windows
– Tom Lindblom, operating system enables restaurants to run additional enterprise applications on the
Chief Technology Officer, kiosks, including software used by employees and managers. All users have a familiar
CKE Restaurants PC experience.
Delivering a Satisfying Customer Experience 2
with Kiosks Based on Intel® Core™ Processors

Providing an engaging ordering experience

for Hardee’s customers using all-in-one PCs
with Intel® Core™ i5 processors

• Streamlined development, easy restaurant’s parent company, CKE

management. Because the all- Restaurants, began exploring using
in-one PCs use Intel processors kiosks to improve the customer
and a Windows operating system, experience. “We want to interact with
software developers can use familiar customers in ways that they prefer, and
programming environments while we know that more and more of our
IT administrators can use existing customers like using technology for
“Using industry-standard Microsoft systems management tools. retail and restaurant transactions,” says
systems based on Intel® Tom Lindblom, chief technology oicer
Business Value for CKE Restaurants.
Core™ i5 processors gives us
• Low deployment costs. Choosing Unfortunately, the kiosks available at
the performance we need industry-standard all-in-one PCs the time were too costly. “We tested
instead of proprietary systems irst-generation, proprietary kiosk
to show enticing, animated signiicantly reduces costs, making solutions,” says Lindblom. “They
images of our products it possible to move forward with were well received by customers,
kiosk deployment. but they were too expensive for wide
and support a responsive, implementation in our restaurants. We
• Fast ordering. By placing their
interactive customer needed a more cost-efective solution.”
orders through the kiosks, customers
experience while helping us avoid standing in line at the counter. Recently, the company decided that
Submitting orders directly to the the time was right to try again. “Now
control the overall kitchen minimizes order errors and that it’s possible to use industry-
speeds delivery of customers’ food. standard computers as the basis for
kiosk costs.”
the kiosks, we can move forward with
• High customer satisfaction. People
this approach while controlling costs,”
– Tom Lindblom, of all ages and technology skill levels
says Lindblom.
Chief Technology Officer, enjoy the visually appealing, engaging
CKE Restaurants experience that lets them customize Using kiosks, the company hoped
their orders and receive their food to improve the speed and eiciency
even more quickly. of ordering. “We want to serve
more guests, more quickly,” says
• Increased sales. CKE Restaurants
Lindblom. “Especially at busy times,
expects the kiosks will boost sales by
such as lunch and dinner, we need
making it easy to customize orders,
to accommodate a large number of
providing special ofers for add-on
customers and enable them to get
items, and enabling restaurants to
their food without a long wait.”
serve more customers per day.
The restaurant also saw an opportunity
Striving to Improve the to increase add-on sales. “The easier
Customer Experience we make it for people to customize
their orders, the more likely they will
As with many quick-service restaurants,
select items that add to the total sale,”
Hardee’s customers have traditionally
says Lindblom. “With kiosks, people
placed their orders at the counter or
take their time and add more items
in the drive-thru. But several years
than if they were placing their order
ago, the technology team for the
with a cashier.”
Delivering a Satisfying Customer Experience 3
with Kiosks Based on Intel® Core™ Processors

Building Kiosks with Industry- and management solutions,” says

Standard Technology Lindblom. “We are making the most Lessons Learned
of our current skills and previous
After considering a number of possible In experimenting with diferent
technology investments.”
systems for the kiosks, the company screen sizes for customer
selected Dell OptiPlex 3030 All-in- kiosks, the CKE Restaurants
One PCs. The all-in-one form factor Accelerating Ordering, Serving team found that smaller screens
increases deployment lexibility. “We More Customers couldn’t deliver a suicient visual
might need to mount these systems The kiosks are helping to signiicantly impact. “The application looked
in a variety of places, depending on speed up ordering. “Customers using great on developers’ large
the layout of each restaurant,” says the kiosks no longer have to wait in line video monitors, but not on the
Lindblom. “Using an all-in-one PC at the counter to place their order,” says smaller screens of point-of-sale
gives us more mounting options than Lindblom. “Because the kiosk order terminals,” says Tom Lindblom,
a traditional desktop and lets us goes straight to the kitchen, those chief technology oicer at CKE
eliminate cable management.” customers can receive their food faster Restaurants. “When we moved to
than if they had waited in line.” a larger screen that matched the
The Dell all-in-one PC features a
size of the developers’ monitors,
24-inch touch screen that meets both Accelerating orders helps restaurants
we were able to deliver a more
graphical and functional requirements. serve more customers. “At peak times, a
visually appealing experience.”
“Some restaurants use tablets and large number of people might come into
other devices with small screens,” a restaurant at once,” says Lindblom. “By
says Lindblom. “We found that the enabling customers to order through
24-inch screen provides a very engaging kiosks as well as at the counter and
experience that really showcases our in the drive-thru line, we can serve
products. At the same time, the screen more customers, faster than before.
size lets us present more menu items on As a result, we can increase sales and
a single page, without requiring extensive improve customer satisfaction.”
customer navigation.”
The Dell systems are equipped with Maximizing Upsell Opportunities
Intel Core i5 processors, which ofer the Hardee’s expects that the kiosks will
strong performance and capabilities also help boost sales by facilitating
it takes to deliver that engaging easy customization. “In many cases,
experience. “As part of the ordering building a customized sandwich
process, we show a sandwich dropping will result in a higher sale price,”
into the frame. Customers can then says Lindblom. “With the kiosks,
drag and drop toppings, so they can customization is simple and fun:
visualize their customized sandwich,” Customers can drag various toppings
says Lindblom. “Using industry- onto their sandwich and create
standard systems based on Intel Core exactly what they want. We are seeing
i5 processors gives us the performance customization rates that are several
we need to show enticing, animated times higher than what we see at
images of our products and support the front counter—and that helps
a responsive, interactive customer increase revenue.”
experience while helping us control the
The ordering application also uses
overall kiosk costs.”
a rules-based algorithm to suggest
The kiosks run Windows 8.1, which not additional products and generate
only ofers touch-screen capabilities special ofers. “The application might
but also helps streamline development suggest adding a drink or a dessert
and simplify integration of the kiosks to an order. It can also ofer a special
into IT management processes. “With a price on an add-on item if the customer
Microsoft operating system, we can use chooses to round up to the next dollar,”
existing development environments says Lindblom. “So far, these upsell
eforts are showing very good results.”
 Improving Customer Satisfaction have the performance we need for a customers are not using the kiosks,
“Customers love the kiosks,” says POS system, and they cost less,” says employees and managers can access
Lindblom. “We expected fast adoption Lindblom. “The more we can use these the software they need without having
by millennials, who are typically tech- industry-standard solutions throughout to move to another computer. For
savvy. But in fact, we are seeing and our organization, the more we can example, employees use the kiosks
hearing favorable responses from deliver an outstanding experience while to clock in and out,” says Lindblom.
customers of all ages and technological controlling costs.” “Using a single computer for multiple
skill levels.” functions helps control IT costs and
Enabling Multiple Uses simplify support.”
CKE Restaurants has deployed the
Using a full PC with industry-standard
kiosks in Hardee’s restaurants in two Find the solution that’s right for
technology and a Windows operating
markets so far and plans to expand your organization. Contact your Intel
system allows the company to run
that deployment in the future. The representative, visit Intel’s Business
additional enterprise applications
company is also considering using Success Stories for IT Managers, and
on the systems beyond the ordering
all-in-one PCs to gradually replace the check out IT Center, Intel’s resource for
application, including software used
existing point-of-sale (POS) systems the IT industry.
by employees and managers. “When
at the counter. “The all-in-one PCs

This document and the information given are for the convenience of Intel’s customer base and are provided “AS IS” WITH NO WARRANTIES WHATSOEVER, EXPRESS OR IMPLIED, INCLUDING
ANY IMPLIED WARRANTY OF MERCHANTABILITY, FITNESS FOR A PARTICULAR PURPOSE, AND NONINFRINGEMENT OF INTELLECTUAL PROPERTY RIGHTS. Receipt or possession of this
document does not grant any license to any of the intellectual property described, displayed, or contained herein. Intel® products are not intended for use in medical, lifesaving, life-sustaining,
critical control, or safety systems, or in nuclear facility applications.
Software and workloads used in performance tests may have been optimized for performance only on Intel microprocessors. Performance tests, such as SYSmark and MobileMark, are measured
using speciic computer systems, components, software, operations, and functions. Any change to any of those factors may cause the results to vary. You should consult other information and
performance tests to assist you in fully evaluating your contemplated purchases, including the performance of that product when combined with other products. For more information go to
http://www.intel.com/performance
Intel does not control or audit the design or implementation of third-party benchmark data or Web sites referenced in this document. Intel encourages all of its customers to visit the referenced
Web sites or others where similar performance benchmark data are reported and conirm whether the referenced benchmark data are accurate and relect performance of systems available
for purchase.
© 2015, Intel Corporation. All rights reserved. Intel, the Intel logo, Intel Core, Intel Inside, and the Intel Inside logo are trademarks of Intel Corporation in the U.S. and other countries.
* Other names and brands may be claimed as the property of others. Printed in USA 0615/SS/TDA/XX/PDF Please Recycle 332662-001US