“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 a reputation forged on excellent cocktails, service and an unrivalled atmosphere, Be At One recognised the importance of staying true to these principles, as it embarks on an expansion programme following its recent acquisition by Stonegate. With sites across the UK and ambitious growth plans, it turned to Feed It Back to ensure its growing estate continued to provide the outstanding guest experience it’s famous for.
Giles Denning, Brand Manager, Be At One, explains: “We provide a truly unique customer experience thanks to an unrelenting focus on high-quality cocktails, poured with great service in a fun atmosphere. Quality is at the very heart of everything we do, whether that’s the drinks we serve or the atmosphere we create. Relentlessly staying true to this has been a key driver behind our success and is something we’re laser-focused on as we step up our expansion plans.
“All operators should be actively seeking out both positive and negative feedback, so that they can continually improve as a business and identify their top performing team members. In Feed It Back we found a partner that could provide the volume and richness of data to achieve this.
“This isn’t our first venture into quality control tracking, as we’d previously used mystery diners to gather data on site performance. The issue we encountered with this was two-fold: Firstly, we simply couldn’t get the range of data to give any meaningful insight; and secondly, the people conducting the mystery visits were not our target customers and didn’t ‘get’ what we were all about.
“A crucial lever in deciding to use the Feed It Back platform was its ability to integrate into our own app and seamlessly allow people to leave feedback. We were also able to drive a huge number of downloads to our app over the first year working with Feed It Back, by incentivising people to leave feedback by generating a digital scratch card at the end of the survey, offering a variety of prizes, from bar tabs to free cocktails. A simple ‘surprise and delight’ tactic, but one that really worked as we had a fantastic redemption rate generating repeat visits and loyalty.
“The really attractive benefits of the platform stem from its ability to give us rich insight into how our sites are performing across the UK, and the overall sentiment towards our offer. The range of data allows us to drill down on a regional level, giving managers and head office a snapshot of which areas are performing well and which need further attention.
“The integrated nature of the Feed It Back platform provides us with the opportunity to view and reply to all comments in one location, meaning that comments that may have otherwise been missed are secured within the system. Not only is this a massive time saver, as we don’t have to waste valuable time monitoring social media channels and reviewing platform, but it also provides managers with autonomy and accountability for responding to feedback and recognising employees who have gone above and beyond.
“This is a crucial point. Often, feedback is seen as a safety net to capture people who’ve had a bad experience, but positive feedback is just as important. We use the platform to recognise and reward our employees who go above and beyond. Our people are the cornerstone of the business, each team member on the bar goes through eight weeks of intensive training before they pour their first drink and we’re incredibly proud of the passion, expertise and enthusiasm of our team.
“Each year, we run an Bartender Challenge award that recognises our stand out performers from across the estate, and this year we noticed there was a direct correlation between the bartenders we chose as winners and those who generated the most positive feedback on the platform. This reinforces the respect and trust we have in the platform across the business.”
We would like to thank Be At One for the use of images and contributing to this case study.