Tasty Plc replaces mystery visits with ‘big data’ to review performance

Wildwood Peterborough

Tasty plc, the 65-venue restaurant chain and owner of the Wildwood and Dim T brands, has signed up with Feed It Back, the EPOS-linked guest feedback service, to deepen and make better use of guest analysis data.

The move is part of a plan to leverage new technology and big data for rapid operational improvement.

“We have previously taken a traditional approach to guest insight, focusing on mystery visits,” explained Tasty CFO, Tim Cundy, “but we have seen new platforms emerge, which provide far deeper insight by combining multiple key data sources to provide a holistic view of each guest interaction. Feed It Back is a perfect example of this.”

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Cundy said that the chain wants to give its guests a voice and gather deep insight without interrupting their time, then use real-time insight to make better decisions, faster. “This will support us in differentiating our offering in a competitive marketplace.”

The new guest insight will be integrated with Tasty’s existing EPOS system and loyalty programme. It will also utilise Feed It Back’s integrated social review management and guest recovery products.

The investment comes at a time when Tasty Plc has been closely evaluating its business following a drop in half-year like-for-like sales.

Back in September the company revealed it had gone back to its development kitchen to implement a major menu restructure as part of measures to cut costs and overcome margin pressure.

The move is part of a strategy that also includes shutting underperforming stores and matching the promotional activity of rivals as it faces up to what it calls a “weak trading environment”.

“We have carried out a major review of our menus taking into account customer feedback to ensure, the offering remains current and in line with our customers’ tastes and we are in the best position to maintain and increase our market share,” said chairman Keith Lassman.

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