F1 boss buys into restaurant analytics platform used by Wagamama and Jamie’s Italian

A restaurant data firm whose software is now used by the likes of Wagamama, Wahaca and Jamie’s Italian has received fresh investment from a series of business leaders, including the boss of Formula One racing.  

Yumpingo, which offers real-time customer feedback and data analytics for the restaurant industry, has received funding from Ross Brawn, Formula One managing director of motorsports, as well as Steve Parish, chairman of Crystal Palace FC, Keith Taylor, CFO of Equinix, and Tara Donavon, former CEO of Jamie Oliver Media Group.

It means the firm has now generated investment of £1.3m just two years after the business was set up.

Diners complete a one-minute review at the end of their meal, either on Yumpingo devices, which replace traditional bill presenters, or on their own device. Up to 66% of tables take part with no incentive and 20% of guests leave a GDPR compliant email.

This data allows restaurateurs to understand what their customers are really thinking across multiple sites and, by adding machine learning to this feedback, Yumpingo produces insights that enable them to oprimise guest experiences at site, service, server and dish level.

The firm has recently won contracts with high-street restaurant chains and independents including Bill’s, ASK Italian, Rosa’s Thai Cafe, BIRD and Mac & Wild. It is also rolling out to more sites at Wagamama, Wahaca and Jamie’s Italian.

Gary Goodman, founder and CEO of Yumpingo, said the system delivers more value from real-time customer feedback than any other platform.

“At a time when the restaurant industry is under significant pressure, we see an opportunity for Yumpingo to help brands derisk decision-making and deliver better food and service that will keep customers coming back for more,” he commented.

F1 chief Ross Brawn, meanwhile, said that data had been an “enabler” in every part of his career. “Winning in Formula 1 required us to understand and analyse data and information to optimise our performance in every aspect. Yumpingo is applying this understanding of data and insights to the restaurant industry and that’s why I see it as a game-changer.”

Fried chicken chain has used the software to collate more than 33,000 food and service reviews in the last six months alone. This has enabled management to not only make big steps forward but also implement hundreds of small incremental daily improvements that can make a big difference in this challenging environment.

The data is also enabling it to drive the future strategy of the business in a more measured, including identifying where new openings should be and what they should look like.

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