TGI Fridays is rolling out a UK feedback platform to its sites in the US in a move likely to influence menu development and kitchen strategy.
The chain will introduce real-time customer engagement and data analytics technology from British restaurant intelligence specialist Yumpingo to sites in nine states.
With restaurants receiving over 7,500 at-table food, beverage and service reviews per location per month, Yumpingo believes its partnership with Fridays will transform US restaurant operations through the use of big data.
Yumpingo is already used by many of the UK’s largest and most innovative restaurant businesses, including Mitchells & Butlers, Jamie’s Italian, Bill’s and Wahaca.
Guests complete a one minute review at the end of the experience, either on Yumpingo devices, which replace traditional check presenters, or on their own device.
Crucially, Yumpingo will be used by TGI Friday’s to optimise menu development and execution of food, beverage and service at store, shift, kitchen and server level.
Yumpingo only launched last year, but founder and CEO Gary Goodman hopes the Fridays deal will announce its arrival on the international stage.
“TGI Friday’s are a perfect partner for us as we scale globally and bring our at-table one-minute review platform to the US restaurant market. We share a common vision, to transform the entire customer experience by using technology to seamlessly connect customers and restaurants digitally in live service,” he said.
Yumpingo claims that up to 66% of guests share their voice without any incentive and 20% leave an email address using its platform.
This volume and granularity of live customer sentiment allows brands to understand every facet of the customer experience, identify what needs to be fixed, develop specific actions and measure improvements, according to the company.
Sherif Mityas, chief experience officer at TGI Friday’s, said: “The restaurant industry has traditionally relied too much on gut feel, antiquated spot check surveys and misleading online reviews to track and optimise guest experiences, with a tiny proportion of real customers ever feeding back on their experience. We know technology can solve this.
“Yumpingo’s platform is a real-time solution which taps into the silent majority of our guests, giving the entire TGI Friday’s team complete certainty of how to optimise customer satisfaction with our people and our product.”
Since using Yumpingo, British restaurant group BIRD claims to have seen an 8% increase in comp sales in the first half of 2018, attributed to traffic gains resulting from improved product and service.
Mitchells & Butlers, one of the largest operator of restaurants, pubs and bars in the UK with over 1,800 stores, saw NPS increases with an 18% jump in the number of customers promoting restaurants brands within just four months.
Restaurants are charged a monthly SaaS licence fee per restaurant for access to the platform.