Food, drinks and grocery

chatbot case studies

Chatdesk research
August 2018
Summary of research
● 40 brands across different industries have launched bots across various platforms
● Facebook Messenger and Amazon Alexa are the top platforms for food related brands
● Standout chatbots include
○ Starbucks, FreshDirect, Taco Bell - Orders and Natural Language Understanding
○ Johnnie Walker - Orders and Buying guide
● Top use cases include
○ Placing orders
○ Finding nearby restaurants
○ Exploring recipes
● Early leading vendors for Food related chatbots are Conversable, Mastercard and RAIN
(digital agency)

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Table of Contents (1/2)
Food Drinks
● Cheesecake Factory (5) ● Absolut Vodka (27)
● Delivery.com (6) ● Johnnie Walker Whisky (28)
● Denny’s (7) ● Patrón Tequila (29)
● Domino’s Pizza (8-9) ● Starbucks (30)
● Pizza Hut (10) ● Bud Light (31)
● Subway (11) ● Gatorade (32)
● Taco Bell (12) ● Miller Lite (33)
● TGI Fridays (13-14) ● Nestle (34)
● Wingstop (15-16) ● Nespresso (35)
● Amazon Alexa Comparison (16-18) ● Perrier (36)
● Burger King (19)
● Delissio (20)
● Dunkin’ Donuts (21-22)
● Philadelphia Cream Cheese (23)
● Quaker (24)
● Snickers (25)
● Wendy’s (26)

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Table of Contents (2/2)
Grocery
● Campbell’s Kitchen (37)
● Hellmann’s (37)
● FreshDirect (38)
● Tesco (39)
● Whole Foods (40)
● Ocado (41)
● Peapod (42)

Other
● OpenTable (43)
● Trolli Candy (44)
● GrubHub and Seamless
● Vega

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Cheescake Factory - Facebook Messenger bot
Watch video demo

● Purchase a gift card

and send it to a
friend

● Pay and checkout

without leaving
the Messenger
app powered by
Masterpass

● Find nearby
Cheesecake
Factory restaurants

● Automatically pulls
location

Sources - Mastercard 5
Delivery.com - Facebook Messenger extensions

● Launch the
Delivery.com
extension by tapping
the + icon on the
bottom left of the
Messenger app

● Search for
restaurants, order
food and make
payment without
leaving the app

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Denny’s - Facebook Messenger and Twitter bots
● Order from full
menu or Re-order
previous orders

● Links customer’s
social account to
Denny’s account

● Automatically pulls
location

● Developed by
vendor
Conversable

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Domino’s - Google Assistant Actions

● Re-order previous
orders

● Track order

● Links customer’s
Google account to
Domino’s account

Sources - PR Newswire 8
Domino’s & Pizza Hut - Facebook Messenger chatbot
● Order from the full ● Re-order previous
menu without orders or order from
leaving popular items
Messenger
● Links customer’s
● Links customer’s Facebook account to
Facebook account Pizza Hut account
to Domino’s
account (optional) ● Supports delivery or
carryout from nearby
● Offers delivery location
and carry out
● Automatically pulls
● Payments are location
done in cash upon
delivery ● Developed by vendor
Conversable

Sources - Digital Trends Sources - Pizza Hut 9

Pizza Hut - Twitter chatbot
● Re-order previous
orders or order from
popular items

● Links customer’s
Twitter account to
Pizza Hut account

● Supports delivery or
carryout from
nearby location

● Automatically pulls
location

● Developed by
vendor Conversable

Sources - Pizza Hut 10

Subway - Facebook Messenger bot
Watch video demo

● Order from limited

menu

● Find nearby
Subway restaurant

● Automatically pulls
location

● Pay and checkout

without leaving
the Messenger
app powered by
Masterpass

Sources - Mastercard 11
Taco Bell - Slack chatbot
● Currently in private beta

● Links to your Taco Bell

account

● Order and pickup from

nearby Taco Bell

● Has personality (e.g.

favorite movies)

● Uses Wit.ai for Natural

Language understanding

● Created by agency Deutsch

Sources - Taco Bell, Fast Company 12

TGI Fridays - Twitter chatbot
● Place to-go orders,
find nearby
locations and make
reservations

● Full menu with

prices

● Redirects to TGIF
website for payment

● Also provides
human agents for
customer support

● Developed by
vendor Conversable

Sources - PR Newswire 13
TGI Fridays - Facebook Messenger chatbot

● Find nearby
locations

● Also provides
human agents for
customer support

● Developed by
vendor Conversable

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Wingstop - Facebook Messenger bot

● Place orders from nearby locations

● Full menu with prices, sides, select

sauce

● Pay and pickup in store

● Automatically pulls location

● Also provides human agents for

customer support

● Developed by vendor Conversable

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Wingstop - Twitter chatbot ● Place orders from
nearby locations

● Full menu with

prices, sides, select
sauce

● Pay and pickup in

store

● Automatically pulls
location

● Also provides
human agents for
customer support

● Developed by
vendor Conversable

Sources - AdAge 16
Food ordering - Amazon Alexa Skills comparison (1/2)

Reorder recent orders Reorder from recent history. Set and change default
delivery location and payment method
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Food ordering - Amazon Alexa Skills comparison (2/2)

Order wing combos, order from Reorder recent orders Watch commercial Order from select menu
saved favorites or recent orders. and check your or recent orders
Starbucks Card balance Reorder recent orders
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and track order status
Burger King - Facebook Messenger
Watch a video (Demo Only)

● Users can order from a limited menu

● Automatically pulls location of nearby Burger
King restaurants
● Users can pay and checkout without leaving
the Messenger app via a linked credit card
● The bot also gives users a time estimate of
when their food will be ready.
● Developed by vendor Octane AI

Sources - Topbots, Chatbots Magazine

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Delissio - Twitter
Try It Out

● Nestle's Delissio Twitter chatbot answers

common questions through direct
message.
● Provides details with proper bake time
instructions for users.
● Delivers recipe ideas and links to other
recipes on the Made With Nestle website.
● Developed by vendor Massively.

Sources - Strategy, Massively, Financial Post

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Dunkin’ Donuts - Google Assistant
Watch a video or Try it out

● Dunkin’ Donuts rewards

members through the chain’s DD
Perks program, can link their
account to Google Assistant and
order with their voice
● To enable the feature, users must
speak or type “talk to Dunkin
Donuts” within the Assistant app
● Orders are limited to previously
ordered items
● Built by vendor Conversable

Sources - The Verge 21

Dunkin’ Donuts - Amazon Alexa
Try it out

● Alexa users can enable the skill by

saying “Alexa, open Dunkin’ Donuts”
● The Dunkin’ Donuts skill for Alexa is
educational, not transactional
○ Users can either take a coffee
quiz or hear some coffee facts
● The chatbot should make users feel like
they are talking to the coffee brand

Sources - Voicebot.ai

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Philadelphia Cream Cheese - Facebook Messenger
Try it out

● Launched as an experiment to promote

new Philadelphia Cream Cheese recipes
● The bot helped users view ingredient
listings as well as recommend
personalized recipes
● The utilization of natural language
processing also allows the bot to
communicate through mild humor and
emojis
● Developed by the vendor Massively

Sources - Massively, Topbots

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Quaker - Amazon Alexa
Try it out or Watch a video

● Users can request and view new oatmeal

and overnight oat recipes.
● Guides customers step by step through
recipes.
● Recipes are sent to your phone and
Alexa reads recipes aloud.

Sources - Amazon, Adweek

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Snickers - Kik
Try it out

● Kik users can search 'Hunger Road

Trip' to begin the game
● This bot combines adventure gameplay
and advertising geared towards young
fans
● Within a Q and A format, users
advance through the story mode
● Impact: 97 lifetime messages per user
● Impact: 4.7 minutes spent interacting
on average
● The game was developed by Massively

Sources - Massively

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Wendy’s - Twitter
● Promotional campaign for March Madness Basketball Tournament
● Fans were able to use the bot to build their bracket of teams that
would win the tournament
● Users interacted with the bot via Twitter Direct Messages
● Fans who built brackets received scoring updates, prize
giveaways, and redemption bracket opportunities throughout the
tournament, helping them track their bracket’s progress
● 30% of fans returning to the experience multiple times
● Developed by vendor IC Group

Sources - Twitter
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Absolut - Facebook Messenger
Watch video

Background
● Bot offered consumers a complimentary Absolut cocktail and suggested specialty
cocktails
● People who engaged with the bot received a code that they could redeem for a
complementary Absolut cocktail at a local bar or restaurant in select cities
● After people redeemed the code, Absolut sent them a follow-up message via the
Bartender bot with a code for a complimentary safe ride home from ride-sharing
app Lyft.
● Redemption code experience developed by vendor Gratafy,

Impact
● 4.7X lift in sales
● 3X faster redemption time with Bartender bot versus mobile web-only experiences
● 2X greater activation rate than campaign benchmark
● 1.2X greater redemption rate than campaign benchmark
● 36% bot engagement rate

Sources - Facebook, VentureBeat 27

Johnnie Walker - Facebook Messenger
Watch video

● Buying guide

● Buy a bottle - Find

nearby stores or get
delivery through
integration with
Cocktail Courier,
ReserveBar, Drizly

● Guided tasting and

fun facts about
Whiskey

● Developed by
agency
VaynerMedia

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Sources - Johnnie Walker, TopBots
Drinks - Amazon Alexa Skills Comparison
Johnnie Walker Patrón Tequila

● Buying guide Watch video

● Buy a bottle - Find ● Drink recipes -

nearby stores or get Filter by flavor,
delivery through occasion,
integration with ingredients
Cocktail Courier,
ReserveBar, Drizly ● Fun facts e.g.
what is
● Guided tasting and muddling?
fun facts about
Whiskey ● Developed by
agency Razorfish
● Developed by agency
VaynerMedia

Sources - Digiday Sources - Digiday, Alist 29

Starbucks - In app Barista bot
Watch video

● Built into Starbucks’ mobile

app

● Place an order via voice

● Supports Natural Language

● Payment happens via linked

credit card or gift cards

● Sends a request to a nearby

store where customers can
pick up

Sources - AdWeek, GeekWire 30

Bud Light - Facebook Messenger
● Launched as an experiment (no
longer available)
● Allows friends to coordinate meeting
at a bar together and sampling Bud
Lights
● Developed by vendor Gratafy

Sources - Facebook

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Gatorade - Facebook Messenger

Try it out

● Users can interact with Gatorade's chatbot by searching

'Gatorade Edge' in Facebook Messenger
● This bot delivers a personalized workout after answering a
series of questions about goals, types of workout, and
current condition
● The bot can respond via picture and video with links to the
Gatorade website for additional information on
recommended workouts
● The vendor Snaps.io developed the chatbot

Sources - Chatbottle, Snaps.io

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Miller Lite - Amazon Alexa
Try it out

● Order beer
● Check order status
● Delivery handled by Drizly
● Developed by agency IPG Media Lab

Sources - AdAge

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Nestle - Amazon Alexa
Try it out

● Nestle's GoodNes Alexa skill provides recipes for all

meals of the day including appetizers, quick snacks and
desserts.
● Provides users with a Visual Guide that displays step by
step images.
● Includes fun facts, nutritional information and video tips
to help users learn new cooking and prepping
techniques.
● Answers frequently asked questions.
● Built by vendor Mobiquity.

Sources - PRNewswire, NestleUSA, GoodNes

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Nespresso - Amazon Alexa
Try it out

● This Alexa skill chooses one of the coffees from

the Nespresso list and gives information about
the coffee to the user.
● Users are able to learn more about the coffee of
the day.

Sources - Amazon

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Perrier - Facebook Messenger
● Launched as an experiment to promote new Perrier
water flavors
● The bot helped users add an animated Perrier Flavors
filter to their profile image to share on their timeline
tagged with #PerrierFlavors. After sharing, users were
rewarded with an incentive for showing their flavor
inspiration.
● Developed by vendor Gratafy

Sources - Gratafy

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Recipes - Amazon Alexa Skills Comparison
Campbell’s Kitchen Hellmann’s

● Request new ● Request new

recipes recipes based on
ingredients you
● Filter by time to have
cook, meat
options, seafood, ● Filter by
etc breakfast, lunch,
dinner
● Results are sent
to the Alexa app ● Results are sent
and your email to your email
address address

● Developed by ● Developed by
agency agency agencies RAIN
RAIN and Mindshare

Sources - Amazon 37
FreshDirect - Facebook Messenger bot
Watch video demo

● Shop for deals

including meal kits

● Check order status

and re-order
previous orders

● Supports Natural
Language for
searching for food
items

● Pay and checkout

without leaving
the Messenger
app powered by
Masterpass
Sources - Mastercard 38
Tesco - Twitter chatbot
Menu with FAQs to speed
up customer support

● In Store Queries
● Store Locator
● Online Shopping
● Loyalty card

Prompts customer for the

information that agents
need to assist the
customer (e.g. name,
address)

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Whole Foods - Facebook Messenger chatbot
● Search and browse recipes. Search using food emojis
or keywords such as type of cuisine or diet

● Find nearby stores

● Automatically pulls location

● Developed by vendor Conversable

Sources - Mobile Marketer 40

Ocado - Amazon Alexa
● Add a product to an existing order
or basket
● Find out which products are
currently in season and receive
inspiration for the best ways to
include them in recipes
● Check an existing order or basket
to see if a certain product has
already been added
● Keep track of an order by asking
“where’s my order?”
● Confirm the time until which an
existing order can be amended
Sources - Ocado

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Peapod - Amazon Alexa
Try it out

● Reorder from recent Peapod order history

● Add or remove products from your PeaPod
shopping cart
● Set and change default delivery location and
payment method
● Track order deliveries.
● Check order cutoff times

42
OpenTable - Amazon Alexa

● Book a table

● Receive reservation
confirmation via email

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OpenTable - Facebook Messenger extensions

● Launch the Open Table

extension by tapping the + icon
on the bottom left of the
Messenger app

● Search for restaurants and make

reservations without leaving the
app

● Share the restaurant reservation

confirmation with friends

Sources - Open Table #1 , Open Table #2 44

Trolli Candy - Facebook Messenger bot

● Uses a quiz to serve up

different types of content
(e.g. “Tamagotchi” pet
that sends daily
notifications)

● Users can win prizes

(e.g. candy) for
answering questions

● Developed by agency
Periscope

Sources - AdWeek, Mobile Marketer 45

GrubHub & Seamless
Try Seamless or Try GrubHub

● Reorder from recent history

● Set and change default
delivery location and
payment method

46
Vega - Twitter
Try it out

● Vega's Twitter chat bot allows users to

connect with the CX team: the Vega
Educators.
● Helps customers find local Vega locations.
● Includes additional information on Vega
professional and personal as well as event
sponsorships.
● Answers frequently asked questions.

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Have questions?

Contact us for any additional information

info@chatdesk.com

www.chatdesk.com

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