This project aimed to optimize customer experience and brand visibility for Fox’s Donut Den through a series of 10 strategic A/B tests. The team identified key challenges including low brand awareness, limited healthy options, and weak pre/post-purchase engagement. Experiments included testing detailed vs. simple menus, offering wet wipes with orders, launching a bus station display, and renaming gluten-free options ("Guilt Free" vs. "Gluten Free"). Other tests examined influencer tiers, product placement nudges, email subject lines, and packaging redesigns. Each experiment was grounded in behavioral economics and ROI metrics.