“This is the new breed of loyalty. Forget stamped cards and loyalty points, customers want to have a dialogue with businesses.” Libby Andrews, Marketing DirectorSee their story
With plans in place for rapid growth, CEO, Scott Matthews, needed to find a way for his teams to make the best possible decisions to optimise the guest experience at every venue.
“We had used mystery visits for years”, commented CEO, Scott Matthews, “However due to the subjective nature of the visits we felt they did not provide a true reflection of the Dirty Martini experience nor did we gain enough volume to make important decisions.”
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Dirty Martini, the CG Restaurant owned cocktail bar chain, went live with Feed It Back, the EPOS-linked guest feedback service, in March 2017.
“With the planned growth of the business over the coming years, Feed It Back will help us to maintain our high standard of service and staff retention as we grow”, said Scott.
Feed It Back is the only guest feedback system that integrates in real time with Zonal’s Aztec EPoS system, amongst others, enabling feedback questions to be personalised to the guest’s visit. The result is a brief, engaging feedback experience for guests. For operators, each review is presented with the details and context of the visit, providing far more meaning and insight compared to traditional feedback methods.
“We knew from other users of Feed It Back that we would receive high volumes of feedback, but we did not anticipate the huge positive impact on staff. General Managers share with their teams daily the positive feedback and the staff have loved seeing the comments and sometimes having their photo selected to single them out for ‘applause'”, said Scott.
“It offers fantastic visibility to both our general managers and operations managers” commented Head of sales and digital marketing Faye Catchpole. “They feel empowered because they can see the key issues that need to be addressed and have full accountability for rectifying these. As Feed It Back is intuitive, smart and easy to use, it has been easy for staff to adopt it.”
Sales and revisits
Feed It Back helps many restaurant groups to grow their guest database and increase revisits using reward vouchers. “We are always exploring new ways to reach out to our customers and adopt a targeted sales approach. Utilising the data gained via Feed It Back has proven an effective way to drive future bookings”, added Faye.
A high volume of feedback across all venues and all days is crucial to ensure that decisions are based on a representative sample of guests. Dirty Martini find that they can rely on the intelligence provided by Feed It Back. Scott summarised, “We were told by other users of Feed It Back that we would receive high volumes of feedback. And we do.”