Mitchells & Butlers’ Harvester brand has seen an 18% hike in its number of guest promoters after trialling a scheme aimed at tapping into the “silent majority” of customers usually reluctant to give feedback.
The brand’s food development team tracked changes made to five key dishes, as part of its collaboration with food intelligence platform Yumpingo, with each seeing an uplift in food score.
The trial saw Yumpingo collect data from almost 3,500 service reviews per month at each site as well as over 2,000 individual dish reviews per site per month.
In addition to the jump in NPS, significant improvements were also tracked in other key metrics like service scores (9%), likelihood-to-return ratings (7%) and food scores (3%).
One of Yumpingo’s findings identified five key dishes which could benefit from being reviewed and adapted to fit more closely with the demands of customers. These were the falafel & hummus wrap; the fish finger brioche bun; grilled chicken Cajun and salsa wrap; the pulled chicken & peri-peri mayo wrap and the rib-eye steak sandwich. The biggest rise in food scores across this bases was the puled chicken and peri-peri mayo wrap, which saw a 14% hike.
When looking at NPS for customers choosing those specific dishes, the overall visit rating jumped by 54%, while likelihood-to-return scores increased by 33%.
