In the foodservice industry, one of the major challenges managers face is providing a unique customer experience.
After all, consumers are becoming increasingly critical. In this article, we reveal the top customer complaints across the six main food service segments!
As a solution, Mystery Shopper allows managers to gain an unbiased and detailed insight into the customer experience.
From customer service to the dining atmosphere and the quality of the meals.
So, we’ve put together this article to help you assess—or monitor—the quality of customer service at your restaurant chain.
In it, we explain everything a mystery shopper can evaluate in the food industry—and how you can improve your management!
Let's go!
What is a Mystery Shopper?
Many people ask: What is the Mystery Shopper?
A mystery shopper is an anonymous person who poses as a customer to evaluate the services provided by a company.
He may also be referred to as a researcher, “mystery shopper,” undercover shopper, or by other names.
Why hire the Mystery Shopper?
If you manage a restaurant chain, you’ve probably noticed. It’s getting harder and harder to attract customers and maintain sales, isn’t it?
So, you’re not alone. In fact, about 70% of foodservice managers say these will be the main challenges facing their businesses in 2022, according to a surveyby the ANR (National Restaurant Association).
In this regard, providing your customers with a unique experience is essential to ensuring they return and recommend your business!
And the Mystery Shopper can help you with that. Here’s how!
What Mystery Shoppers Look for in the Foodservice Industry
Mystery shoppers can evaluate all the factors that influence the customer experience.
For example, the quality of service, the location, the atmosphere, and, of course, the food and drinks!
Compared to satisfaction surveys, the advantage of mystery shopping is the wealth of detail it provides.
That is why we say this is a very useful tool for any foodservice manager.
Location
First of all, the location.
When evaluating the location of the establishment, the Mystery Shopper answers questions such as:
- Was it easy to find the place?
- Was there parking available nearby?
- Was the sign visible, clean, and in good condition?
- Were the exterior and the facade clean and in good condition?
- Was the access walkway in good condition?
- Is the area safe?
As a result, it gives managers a comprehensive view of the customer experience.
Consumer Environment
Second, the researcher examines key aspects of the consumer environment. For example:
- Ambient sound, temperature, and lighting;
- Structure and decor;
- Cleanliness and organization of the salon and restrooms;
- Availability of products in the bathroom;
And it is important to make it clear that these points are described in great detail.
Customer Service
Third, the mystery shopper observes aspects of customer service:
- Whether there was a line to get in and how long he waited;
- The attendant's demeanor, appearance, and friendliness;
- The server's knowledge of the menu options;
- The time it takes to prepare and serve orders.
- In addition, the service at the cashier and the wait time to make a payment.
In other words, it’s a really comprehensive review!
Food and Drink
Fourth, in the Food and Beverages section, the mystery shopper evaluates:
- If the orders were correct
- Presentation of food and beverages;
- Temperature and flavor;
- Expectations versus reality.
And look how interesting!
If you’d like, the Mystery Shopper can document the evaluated points with photos, videos, and audio recordings.
Hidden Customer Review
Finally, the Mystery Shopper’s Feedback. This is when they share what they liked most about their experience and how likely they are to recommend your restaurant or establishment (on a scale of 0 to 10).
In addition, the mystery shopper also identifies areas for improvement and can compare the experience at the evaluated establishment with that at other similar establishments.
In that sense—pardon the pun—it’s a real treat for foodservice managers to gain insights into how to improve the customer experience.
Right?
Conclusion: Mystery Shopper is the best solution for you to assess the quality of service in your food service network
So now you know how Mystery Shopper can help your business.
Because it provides a comprehensive assessment of the service provided by your establishment—whether it’s a restaurant, bar, fast-food joint, bakery, coffee shop, or food franchise.
This way, you can improve your operations and increase customer satisfaction!
So, if you're interested in having your network or business assessed, you can always count on Mister O.
But if you’re still not convinced and want to know what our customers think about mystery shopping, watch this video. And find out what the manager of Chaplin Restaurant has to say.
