Pub and restaurant chains Hall and Woodhouse, Frankie & Benny’s and Chiquito are sending staff on specialist training courses to harness the power of customer data.
Employees have begun working with Feed It Back, which tracks immediate feedback on experiences and online review channels and aggregates it into a single platform.
The success of the training has led the company to launch the Feed It Back Academy so operational teams from other chains can benefit from the opportunity.
Its unique management course is designed to empower hospitality managers to develop their skills and use data in a positive way.
It provides general, operations and area managers with support, guidance and tools to make sense of data and technology, and create and deliver memorable customer experiences.
The sessions focus on bringing hospitality managers up to speed with how to make use of the numerous data sets available to garner loyalty, increase accountability, and ultimately drive outlet revenue and profit.
The academy is run and delivered in partnership with industry expert, Karen Turton, who boasts more than 25 years’ experience in the hospitality sector.
She said the initial sessions with Hall and Woodhouse, Frankie and Benny’s and Chiquito had been “hugely successful” and that other multi-unit companies in the hospitality sector could now benefit from the same insight, too.
Sessions are tailored to take into account the primary objectives and challenges of each individual business.
“Only when organisations harness the power of data and behaviour to create intelligent actions can they be assured of truly delivering an exceptional guest experience that is sure to be a stand out in a crowded market place,” she said. “That is why I’ve partnered with Feed It Back, a company with a phenomenal platform, unparalleled industry knowledge and proven track record of delivering hard commercial results.”
Carlo Platia, CEO of Feed It Back, added: “Technology has transformed the way hospitality businesses operate, but it has also increased the demands on the operational teams and the skill set required. As technology continues to evolve, it’s imperative that the ops team are becoming experts in managing data, so that they can drives sales and loyalty across the business – which is why we launched the Academy.
“Operations truly is an unsung role, which is fraught with time pressure and the need to juggle multiple tasks, so we’ve specifically tailored each course to acknowledge these constraints. In Karen we have a world-class operator who has been there and done it at some of the biggest business in hospitality, and we’re confident the Academy will deliver hard commercial returns for those who take part.”