Feelings experienced by the customer at this stage of the journey.
Actions taken by the customer at this stage of the journey.
Visible interactions between the service provider and the customer.
Internal activities supporting the frontstage interactions.
Processes, teams, and tools enabling the service delivery.
Tangible items that impact customer perception, such as emails and receipts.
Searches for food delivery options online, sees ad.
Social media ads, Google search results, app promotions.
Marketing team schedules and runs targeted ad campaigns.
Ad platforms (Google Ads, social media), CRM for targeted marketing.
Ads on social media, app notifications
Visits the website/app, browses restaurant options.
Homepage UI, search filters, restaurant listings.
Content management system updates, restaurant data maintenance.
Restaurant data providers, CMS for listing updates.
App interface, website layout
Selects items, adds to cart, initiates checkout.
Visible cart, checkout UI, order confirmation screen.
Processes order in backend, calculates delivery time, checks restaurant availability.
Payment gateway, inventory, restaurant API connections.
Order confirmation email or app notification
Enters payment details, confirms payment.
Secure payment gateway interface, payment confirmation page.
Processes payment, verifies transaction status, sends payment confirmation.
Secure payment processing system (Stripe, PayPal).
Receipt email, confirmation screen
Receives estimated time of delivery, waits for order.
App provides real-time updates on order prep status.
Kitchen staff prepares order; backend system updates order status in real-time.
Order management system, kitchen display systems.
In-app status updates, SMS notification
Tracks delivery, interacts with delivery person at handoff.
Map showing delivery progress, notification of arrival.
Dispatcher assigns delivery person, app guides delivery route.
GPS tracking system, dispatcher software, driver app.
In-app map, "Order Arriving" notification
Rates order and provides feedback, if desired.
Review prompt, feedback form, and customer service option in app.
Collects and analyzes feedback, flags complaints for support team follow-up.
Customer feedback database, support ticketing system.
Thank-you message, feedback form in app