With more than 200 million customers a year, Habib’s has established itself as the largest genuinely Brazilian fast food chain.
Founded in 1988 in São Paulo with the mission of making fast meals accessible, it offers a varied menu at competitive prices in 18 states across the country.
The challenge
The modernization of service at Habib’s required more than a simple transition to digital, it was essential to create a solution that integrated the diversity of the chain’s restaurants. From the mall and street units to the drive-thru, the new digital menu needed to go beyond innovation, preserving the visual and tactile familiarity that customers value in the printed format.
The big challenge was to respect the particularities of each operating format, without losing the emotional connection that the physical menu has always provided. The mission was clear: to maintain the familiar practicality and functionality while offering an intuitive and engaging digital experience.
Solution
Tuia developed a flexible digital menu, adaptable to the different operational needs of each type of Habib’s unit, and integrated with the company’s management platform.
The design was designed to ensure visual consistency across all units, while respecting the particularities of each environment – be it shopping mall, street or drive-thru. In addition, the digital menu maintained the visual familiarity and tactile sensation of the printed one, creating an intuitive browsing experience.
The process
With experience in digitalization for large chains such as Subway and Burger King, Tuia began the project with a deep immersion in Habib’s operations.
- Research: we understood the operational reality of each restaurant format to identify its real needs;
- Development: we created a digital menu adapted to the demands of all restaurant formats;
- Usability tests: we applied tests with real customers, refining the interface to ensure that the experience was intuitive and close to the physical menu.
- The solution was also designed to be reused in other brands of the group, such as Ragazzo, guaranteeing savings and visual consistency between the different banners.
Results
- 50% reduction in printing costs.
- Implementation of the digital menu in more than 500 restaurants across 18 states.
- Reuse of the digital template in other chain brands, such as Ragazzo.
- Integration of the management system, allowing customization of prices per unit and greater operational flexibility.
- Increased sales of specific product categories due to the optimization of the digital layout.
